THE EFFECT OF TOURIST ATTRACTIONS AND TICKET PRICES ON VISITING DECISIONS WITH REBRANDING AS A MODERATING VARIABLE

Isyaroh Nafi Isbat, Hari Purwanto

Abstract


Abstrak

 

Penelitian ini bertujuan untuk mengetahui pengaruh daya tarik wisata dan harga terhadap keputusan berkunjung dengan rebranding sebagai variabel moderasi pada Tamris Park Magetan. Metode penelitian yang digunakan adalah pendekatan kuantitatif. Populasi tidak diketahui dan jumlah sampel dihitung menggunakan rumus Lemeshow sehingga diperoleh sebanyak 384 responden. Teknik pengambilan sampel menggunakan metode purposive sampling, sedangkan pengumpulan data dilakukan melalui penyebaran kuesioner. Analisis data menggunakan regresi linier berganda serta uji moderasi dengan bantuan aplikasi SPSS versi 21. Hasil penelitian menunjukkan bahwa daya tarik wisata berpengaruh signifikan terhadap keputusan berkunjung, harga berpengaruh signifikan terhadap keputusan berkunjung, serta rebranding berpengaruh positif terhadap keputusan berkunjung. Namun demikian, hasil uji moderasi menunjukkan bahwa rebranding tidak mampu memoderasi hubungan antara daya tarik wisata maupun harga terhadap keputusan berkunjung.

Kata Kunci: Keputusan Berkunjung, Daya Tarik Wisata, Harga Tiket, Rebranding

 

 

Abstract

 

This study aims to determine the influence of tourist attraction and price on visiting decisions with rebranding as a moderating variable at Tamris Park Magetan. The research method used is a quantitative approach. The population is unknown, and the number of samples was calculated using the Lemeshow formula, resulting in 384 respondents. The sampling technique applied was purposive sampling, while data collection was conducted through questionnaires. Data analysis employed multiple linear regression and moderation tests using SPSS version 21. The results show that tourist attraction has a significant influence on visiting decisions, price has a significant influence on visiting decisions, and rebranding has a positive influence on visiting decisions. However, the moderation test results indicate that rebranding does not moderate the relationship between tourist attraction or price and visiting decisions.

Keywords: Decision to Visit, Tourist Attractions, Ticket Prices, Rebranding

 


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References


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