Ayu, Nabila Firnindya Sekar (2020) Pengaruh Exhibition Attachment sebagai Variabel Mediasi Motivasi dan Loyalitas Pengunjung Pameran: Kasus pada acara “Mlaku-Mlaku Nang Tunjungan” Surabaya. Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
“Mlaku-Mlaku Nang Tunjungan” merupakan acara pemerintah kota Surabaya yang bertujuan sebagai wadah pemasaran UKM Surabaya, serta menjadi destinasi pariwisata di Surabaya. Dengan biaya yang besar, penyelenggara acara yaitu Dinas Kebudayaan dan Pariwisata kota Surabaya belum melakukan penelitian yang bertujuan untuk peningkatan kualitas acara, karena acara ini juga menjadi acara pariwisata, diperlukan peningkatan kualitas guna menjaga kepuasan dan loyalitas pengunjung. Variabel operasional pada penelitian ini adalah motivasi pull motivation (PL), push motivation (PS), exhibition dependence (ED), exhibition identity (EI), exhibition loyalty (EL) yang diadopsi dari jurnal lain dengan topik yang sama sebagai faktor hipotesis yang menunjukan keterikatan pameran (exhibition attachment) sebagai variabel mediasi dari motivasi dan loyalitas pameran. Penelitian ini dilakukan menggunakan pendekatan kuantitatif dengan menggunakan 247 responden yang disebarkan secara langsung melalui enumerator menggunakan kuesioner. Uji dilakukan menggunakan Structural Equation Modeling (SEM) untuk menguji model penelitian, kemudian untuk kepuasan dan loyalitas digunakan American Customer Satisfaction Index (ACSI) dan Customer Loyalty Index (CLI). Ditemukan bahwa kelompok variabel keterikatan pameran dapat memediasi kelompok variabel motivasi pameran terhadap loyalitas pameran melalui variabel ketergantungan pameran , juga pengunjung acara “Mlaku-Mlaku Nang Tunjungan” sudah termasuk dalam kategori puas dan loyal. Implikasi manajerial diberikan agar penyelenggara acara dapat menentukan langkah yang efektif untuk meningkatkan loyalitas pengunjung agar jumlah pengunjung tetap terus meningkat dan terjaga, selain itu diberikan rekomendasi implikasi manajerial terhadap atribut kepuasan maupun loyalitas yang masih memiliki nilai rendah. Penelitian ini dapat berguna sebagai acuan penyelenggara acara untuk meningkatkan keterikatan pengunjung terhadap acara pariwisata.
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"Mlaku-Mlaku Nang Tunjungan" is a Surabaya city government event that aimsas a marketing forum for Surabaya SMEs, as well as being a tourism destination in Surabaya. With a large cost, the organizer of the event, the Surabaya City Culture and Tourism Office, has not conducted research aimed at improving the quality of the event, because this event is also a tourism event, it is necessary to improve the quality to maintain visitor satisfaction and loyalty. Operational variables in this study are pull motivation (PL) motivation, push motivation (PS), exhibition dependence (ED), exhibition identity (EI), exhibition loyalty (EL) adopted from other journals with the same topic as a hypothesis factor that shows exhibition attachment as a mediating variable of exhibit motivation and loyalty. This research was conducted using a quantitative approach using 247 respondents distributed directly through enumerators using a questionnaire. The test was conducted using Structural Equation Modeling (SEM) to test the research model, then for satisfaction and loyalty, the American Customer Satisfaction Index (ACSI) and Customer Loyalty Index (CLI) were used. It was found that the exhibition attachment variable group could mediate the exhibit motivation variable group to exhibition loyalty through the exhibition dependency variable, as well as visitors to the "Tlang Nang Tunjungan" event included in the satisfied and loyal categories. Managerial implications are given so that event organizers can determine effective steps to increase visitor loyalty so that the number of visitors continues to increase and be maintained, besides that recommendations are given managerial implications for the attributes of satisfaction and loyalty that still have low values. This research can be useful as a reference event organizer to increase visitor attachment to tourism events.
| Item Type: | Thesis (Other) |
|---|---|
| Additional Information: | RSMB 658.834 2 Ayu p-1 2020 |
| Uncontrolled Keywords: | Acara Pariwisata, Keterikatan Pameran, Loyalitas Pameran, Mlaku-Mlaku Nang Tunjungan, Motivasi Pameran |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD30.28 Planning. Business planning. Strategic planning. |
| Divisions: | Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis |
| Depositing User: | Nabila Firnindya Sekar Ayu |
| Date Deposited: | 03 Apr 2024 04:05 |
| Last Modified: | 03 Apr 2024 04:05 |
| URI: | http://repository.its.ac.id/id/eprint/73570 |
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