PENGARUH DESTINATION IMAGE DAN SATISFACTION TERHADAP TOURIST LOYALTY PADA LOKASI SYUTING FILM ADA APA DENGAN CINTA 2 DI DAERAH ISTIMEWA YOGYAKARTA

  • Ardian Pratiwi Jurusan Managemen Layanan dan Pariwisata / Universitas Surabaya
  • siti Rahayu Jurusan Managemen Layanan dan Pariwisata / Universitas Surabaya
  • Veny Megawati Jurusan Managemen Layanan dan Pariwisata / Universitas Surabaya
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Keywords: Destination Image, Satisfaction, Tourist Loyalty, Perceived Value

Abstract

Abstrak- Penelitian ini bertujuan untuk mengetahui dan menganalisispengaruh Destination Image dan Satisfaction terhadap Tourist Loyalty pada Lokasi Syuting Film Ada Apa Dengan Cinta 2 (AADC 2) di Daerah Istimewa Yogyakarta. Dengan menambahkan variabel Perceived Value yang bertujuan untuk mengetahui pengaruh Perceived Value terhadap Satisfaction. Pengolahan data dilakukan dengan menggunakan pendekatan kuantitatifdan jenis penelitian ini adalah penelitian kausal. Variabel yang digunakandalam penelitian ini yaitu citra kognitif, citra afektif, kepuasan, loyalitas wisatawan dan nilai yang dirasakan. Teknisanalisis data yang digunakan adalah Structural Equation Modelling (SEM)dengan menggunakan program SPSS 16.0 for windows dan AMOS versi 24. Penelitian ini menggunakan sampel berupa responden yang pernah menonton film Ada Apa Dengan Cinta 2 (AADC 2) dan yang pernah berkunjung untuk berwisata ke lokasi syuting film AADC 2 di Daerah Istimewa Yogyakarta. Jumlah sampelyang digunakan dalam penelitian ini sebanyak 150 responden. Hasilpenelitian ini menunjukkan adanya pengaruh Destination Image (Cognitif Image dan Affective Image) dan Satisfaction terhadap Tourist Loyalty dan adanya pengaruh Perceived Value terhadap Satisfaction.

Kata kunci: Destination Image, Satisfaction, Tourist Loyalty, Perceived Value

Abstract- The purpose of this research is to analyze and ascertain the impact of Destination Image and Satisfaction to Tourist Loyalty of Ada Apa Dengan Cinta 2 (AADC 2) movie’s location in Yogyakarta by adding Perceived Value variable to find out the impact of Perceived Value to Satisfaction. This research uses quantitative approach to process the data and the type of this research is causal survey. The variable of this research are Cognitif Image, Affective Image, Satisfaction, Tourist Loyalty and Perceived Value. Data analysis technique of this research is Structural Equation Modelling (SEM) with SPSS 16.0 program windows and AMOS 24. The samples of this research are people who either have watched Ada Apa Dengan Cinta 2 (AADC 2) movie and have been visiting the location of Ada Apa Dengan Cinta 2 movie in Yogyakarta. This research uses 150 respondents as its samples. The result of this research show that Destination Image (Cognitif Image and Affective Image) and Satisfaction have impact to Tourist Loyalty and also Perceived Value has impact to Satisfaction.

Keyword: Destination Image, Satisfaction, Tourist Loyalty, Perceived Value

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Published
2019-09-01