PENGARUH NILAI, MOTIVASI, DAN SIKAP TURIS TERHADAP NIAT MENGUNJUNGI KERATON YOGYAKARTA (STUDI PADA TURIS DI JAKARTA)

YAHYA, ABDURRAHIM (2020) PENGARUH NILAI, MOTIVASI, DAN SIKAP TURIS TERHADAP NIAT MENGUNJUNGI KERATON YOGYAKARTA (STUDI PADA TURIS DI JAKARTA). S1 thesis, Universitas Negeri Jakarta.

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Abstract

Abdurrahim Yahya, 2019; Measuring Intention to Keraton Yogyakarta. Thesis, Jakarta: Marketing Management Concentration, Management Study Program, Management Department, Faculty of Economics, Jakarta State University. Advisory Team: Usep Suhud, M.Sc. Ph.D & Andrian Haro, S.Si M.M The objectives of this study are: 1) To test the effect of value tourist toward visit intention to Keraton Yogyakarta. 2) To test the effect of motivation tourist toward visit intention to Keraton Yogyakarta. 3) To test the effect of attitude tourist toward visit intention to Keraton Yogyakarta. 4) To test the effect of attitude tourist toward visit motivation to Keraton Yogyakarta. 5) To test the effect of motivation tourist toward visit value to Keraton Yogyakarta. The object of this research is Keraton Yogyakarta with the number of respondents as many as 250 respondents. Technical data analysis uses software or software SEM (Structural Equation Model) from the AMOS version 22 statistical package to process and analyze the results of the research. The results of this study are 1) Value has a positive effects and significant on intention to visit with a critical ratio value 3.891 which means that the hypothesis is accepted by having a standardized value of a total 0.149 which means that it has a strong enough influence. 2) Motivation has not effects on intention to visit because has a critical ratio -1,072 which means the hypothesis is rejected by having a standardized value of a total of 0,15. 3) Attitude has not effects on intention to visit because has a critical ratio -1,128 which means the hypothesis is rejected by having a standardized value of a total of 0,12. 4) Attitide has not effects on motivation to visit because has a critical ratio 0,476 which means the hypothesis is rejected by having a standardized value of a total of 0,08. Motivation has not effects on Value to visit because has a critical ratio 0,879 which means the hypothesis is rejected by having a standardized value of a total of 0,09. Keyword: Value, Motivation, Attitude, and Keraton Yogyakarta

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