ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI PERILAKU KONSUMEN TERHADAP MINAT WISATA DAN IMPLIKASINYA PADA STRATEGI PEMASARAN DI KABUPATEN BREBES

Ulul Absor ', Sri Rahayu '

Abstract


ABSTRACT
This study is entitled Analysis of Factors Affecting Consumer Behavior on
Tourist Interest and Its Implications on Marketing Strategies in Brebes Regency.
The aim to be achieved is to find out whether there is an influence between
attitudes and subjective norms on the interests and behavior of consumers in
Brebes Regency in enjoying tourism objects in Brebes Regency, to find out
whether there is an influence between attitudes or subjective norms on consumer
interests and behavior in enjoying attractions in Brebes Regency and to find out
how much influence attitudes and subjective norms on consumer interests and
behavior in Brebes Regency in enjoying tourist attractions.
The research method used is the distribution of questionnaires using
accidental sampling method as many as 100 tourists who visit tourist attractions.
The results of the study can be explained as follows:
T test results using 95 percent confidence level (α / 2 = 0.05 / 2 = 0.025)
and degrees of freedom Nk (100-2) obtained a table of 2.2764 and the calculation
results showed X1 = 4.274 which means that t count > t table . This shows that Ho is
rejected or the attribute significantly influences the behavioral interest of visitors
to the Tirta Husada Hot Spring Tourism Object, Cipanas Buaran Hot Spring
Tourism Object, Malahayu Reservoir Tourism Object and Randusanga Indah
Beach Tourism Object. While at X2, 1,386 is obtained, which means that t count
< t table. This shows that Ho is accepted or subjective norms significantly do not
affect the behavior of visitors to the Tirta Husada Hot Spring Tourism Object,
Cipanas Buaran Hot Spring Tourism Object, Malahayu Reservoir Tourism Object
and the Randusanga Indah Beach Tourism Object.
The results of the F Test conducted using a 95 percent confidence level (α =
0.05) and df = n - k - 1 obtained Ftable of 3.09. While the results of calculations on
each tourist attraction show 17,339. This shows that Fcount > F table which
interpreted the Ho hypothesis is rejected which means that together the
independent variable attributes and subjective norms affect the variable of
interest in the behavior of visitors to the Tirta Husada Hot Spring Tourism Object,
Cipanas Buaran Hot Springs Tourism Object, Reservoir Tourism Object
Malahayu and Randusanga Indah Beach Tourism Objects.
Keyword : Consumer Behavior, Tourist Interest

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ISSN : 2540-9026