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PENGARUH ATRIBUT PRODUK PARIWISATA TERHADAP

KEPUTUSAN BERKUNJUNG (Survei terhadap Wisatawan yang Berkunjung ke Grama Tirta Jatiluhur,

Purwakarta)

SKRIPSI

diajukan sebagai syarat memperoleh gelar Sarjana Pariwisata

pada Program Studi Manajemen Pemasaran Pariwisata

oleh

Muhammad Adrian Rizky

1503650

FAKULTAS PENDIDIKAN ILMU PENGETAHUAN SOSIAL

UNIVERSITAS PENDIDIKAN INDONESIA

BANDUNG

2019

NO. DAFTAR FPIPS: 1423/UN40.A2.7/PP/2019

LEMBAR HAK CIPTA

PENGARUH ATRIBUT PRODUK PARIWISATA TERHADAP

KEPUTUSAN BERKUNJUNG (Survei terhadap Wisatawan yang Berkunjung ke Grama Tirta Jatiluhur,

Purwakarta)

Oleh

Muhammad Adrian Rizky

1503650

Sebuah skripsi yang diajukan untuk memenuhi sebagian syarat untuk memperoleh

gelar Sarjana Pariwisata pada Program Studi Manajemen Pemasaran Pariwisata

Fakultas Pendidikan Ilmu Pengetahuan Sosial

Universitas Pendidikan Indonesia

©Muhammad Adrian Rizky, 2019

Universitas Pendidikan Indonesia

November 2019

Hak cipta dilindungi Undang-Undang.

Skripsi ini tidak boleh diperbanyak seluruhnya atau sebagian,

Dengan dicetak ulang, difoto kopi, atau cara lainnya tanpa ijin dari penulis

i

ABSTRAK

Muhammad Adrian Rizky, 1503650, ”Pengaruh Atribut Produk Pariwisata

terhadap Keputusan Berkunjung di Grama Tirta Jatiluhur (Survey terhadap

Wisatawan yang Mengunjungi Grama Tirta Jatiluhur)”, di bawah bimbingan Dr.

H. Hari Mulyadi, M.Si. dan Dewi Pancawati Novalita, S.Pd., MM.

Salah satu cara untuk meningkatkan tingkat kunjungan wisatawan yaitu dengan

memperbaiki atribut produk pariwisata dari destinasi wisata tersebut. Pihak

perusahaan Grama Tirta Jatiluhur memanfaatkan adanya atribut produk pariwisata

sebagai media untuk meningkatkan keputusan berkunjung. Tujuan penelitian ini

ialah untuk mengetahui pengaruh atribut produk pariwisata di Grama Tirta

Jatiluhur. Upaya yang dilakukan perusahaan menggunakan atribut produk

pariwisata yang terdiri dari attractions, facilities, transportations dan hospitality.

Sedangkan variabel terikatnya yaitu keputusan berkunjung wisatawan. Jenis

penelitian yang dilakukan adalah deskriptif verifikatif. Metode pengambilan

sampel yang digunakan yaitu systematic random sampling dengan jumlah

responden sebanyak 400 orang. Teknik analisis data menggunakan analisis regresi

berganda. Hasil penelitian menunjukan bahwa atribut produk pariwisata secara

simultan memiliki pengaruh terhadap keputusan berkunjung. Dimensi yang

memiliki pengaruh signifikan terhadap keputusan berkunjung di Grama Tirta

Jatiluhur adalah attractions, facilities dan hospitality. Sedangkan variabel

transportations tidak memiliki pengaruh yang signifikan terhadap keputusan

berkunjung di Grama Tirta Jatiluhur. Kesimpulan dari penelitian ini bahwa atribut

produk pariwisata di Grama Tirta Jatiluhur berada di kategori baik serta keputusan

berkunjung di Grama Tirta Jatiluhur berada di kategori tinggi.

Kata Kunci: Atribut Produk Pariwisata, Keputusan Berkunjung, Grama

Tirta Jatiluhur

ii

ABSTRACT

Muhammad Adrian Rizky, 1503650, “The Effect of Tourism Products

Attributes on Visiting Decision at Grama Tirta Jatiluhur (Survey of Tourist

Deciding to Visit Grama Tirta Jatiluhur)”, under the guidance of Dr. H. Hari

Mulyadi, M.Si., and Dewi Pancawati Novalita, S.Pd., MM.

One way to increase the level of tourist visits is to improve the tourism products

attributes from these tourism destinations. The company of Grama Tirta Jatiluhur

utilizes the tourism products attributes as a media to improve visiting decisions.

The purpose of this study was to determine the effect of the tourism product

attributes on visiting decision in Grama Tirta Jatiluhur.. Efforts made by the

company use the tourism product attributes consisting of attractions, facilities,

transportations and hospitality. While the dependent variable is tourist visiting

decision. This type of research is descriptive verification. The sampling method

used was systematic random sampling with a total of 400 respondents. Data

analysis techniques used multiple regression analysis. The results showed that

tourism product attributes simultaneously have an influence on visiting decisions.

Dimensions that have a significant influence on the decision to visit Grama Tirta

Jatiluhur are attractions, facilities and hospitality. Whereas transportations did

not have a significant influence on visiting decision in Grama Tirta Jatiluhur. The

conclusion from this study that tourism product attributes in Grama Tirta

Jatiluhur are in good category and visiting decision in Grama Tirta Jatiluhur is in

the high category.

Keywords: Tourism Product Attributes, Visiting Decision, Grama Tirta

Jatiluhur

iii

DAFTAR ISI

ABSTRAK ......................................................................................................... i

ABSTRACT ........................................................................................................ ii

DAFTAR ISI ...................................................................................................... iii

DAFTAR TABEL ............................................................................................. vi

DAFTAR GAMBAR .........................................................................................viii

DAFTAR PUSTAKA ........................................................................................ ix

BAB I PENDAHULUAN .................................................................................. 1

1.1 Latar Belakang Penelitian .................................................................... 1

1.2 Rumusan Masalah ................................................................................ 6

1.3 Tujuan Penelitian ................................................................................. 7

1.4 Kegunaan Penelitian ............................................................................ 7

BAB II KAJIAN PUSTAKA, KERANGKA PEMIKIRAN DAN

HIPOTESIS ....................................................................................................... 8

2.1 Kajian Pustaka ..................................................................................... 8

2.1.1 Konsep Atribut Produk Pariwisata ............................................ 8

2.1.1.1 Konsep Atribut Produk Pariwisata dalam Marketing for

Hospitality and Tourism ................................................ 8

2.1.1.2 Definisi Atribut Produk Pariwisata ............................... 10

2.1.1.3 Dimensi Atribut Produk Pariwisata ............................... 12

2.1.2 Konsep Keputusan Berkunjung ................................................ 15

2.1.2.1 Konsep Keputusan Berkunjung dalam Consumer

Behavior ........................................................................ 15

2.1.2.2 Definisi Keputusan Berkunjung .................................... 16

2.1.2.3 Dimensi Keputusan Berkunjung ................................... 17

2.1.2.4 Model Keputusan Berkunjung ...................................... 19

2.1.3 Orisinalitas Penelitian ............................................................... 20

2.1.4 Pengaruh Atribut Produk Pariwisata Terhadap Keputusan

Berkunjung ................................................................................ 23

2.2 Kerangka Pemikiran ............................................................................ 25

2.3 Hipotesis .............................................................................................. 30

BAB III OBJEK DAN METODE PENELITIAN .......................................... 32

3.1 Objek Penelitian................................................................................... 32

3.2 Metode Penelitian ................................................................................ 32

3.2.1 Jenis dan Metodologi yang Digunakan ..................................... 32

3.2.2 Operasionalisasi Variabel.......................................................... 33

3.2.3 Jenis dan Sumber Data .............................................................. 36

3.2.4 Populasi, Sampel dan Teknik Sampling.................................... 37

3.2.4.1 Populasi ......................................................................... 37

3.2.4.2 Sampel ........................................................................... 37

3.2.4.3 Teknik Sampling ........................................................... 38

iv

3.2.5 Teknik Pengumpulan Data ........................................................ 39

3.2.6 Pengujian Validitas dan Reliabilitas ......................................... 40

3.2.6.1 Hasil Pengujian Validitas .............................................. 40

3.2.6.2 Hasil Pengujian Reliabilitas .......................................... 44

3.2.7 Analisis Data ............................................................................. 45

3.2.7.1 Analisis Data Deskriptif ................................................ 46

3.2.7.2 Analisis Data Verifikatif ............................................... 47

3.2.7.3 Analisis Regresi Linear Berganda ................................. 47

3.2.8 Pengujian Hipotesis .................................................................. 50

BAB IV HASIL PENELITIAN DAN PEMBAHASAN ................................. 53

4.1 Profil Perusahaan ................................................................................. 53

4.1.1 Identitas Perusahaan ......................................................... 53

4.1.2 Sejarah Singkat Perusahaan ............................................. 54

4.1.3 Produk dan Jasa yang Ditawarkan ................................... 55

4.2 Karakteristik Responden dan Pengalaman Responden....................... 57

4.2.1 Karakteristik Responden Berdasarkan Jenis Kelamin

dan Usia ..................................................................................... 57

4.2.2 Karakteristik Responden Berdasarkan Asal Tinggal ................ 58

4.2.3 Karakteristik Responden Berdasarkan Pendidikan Akhir ........ 59

4.2.4 Karakteristik Responden Berdasarkan Pekerjaan dan

Penghasilan per Bulan ............................................................. 60

4.2.5 Pengalaman Responden Berdasarkan Sumber Informasi ......... 61

4.2.6 Pengalaman Responden Berdasarkan Dengan Siapa Berkunjung

dan Tujuan Berkunjung ............................................................ 62

4.2.7 Pengalaman Responden Berdasarkan Alasan Berkunjung ....... 63

4.3 Tanggapan Responden terhadap Atribut Produk Pariwisata di Grama

Tirta Jatiluhur...................................................................................... 64

4.3.1 Tanggapan Responden terhadap Atribut Produk Pariwisata

berdasarkan Attractions ............................................................ 64


berdasarkan Facilities ............................................................... 65


berdasarkan Transportations .................................................... 67


berdasarkan Hospitality ............................................................ 68

4.4 Gambaran Responden terhadap Keputusan Berkunjung .................... 69

4.4.1 Tanggapan Responden terhadap Keputusan Berkunjung

berdasarkan Where to Go ......................................................... 70


berdasarkan When to Go .......................................................... 70


berdasarkan How to Get There ................................................. 72

v


berdasarkan What to Do There ................................................. 73

4.5 Pengaruh Atribut Produk Pariwisata terhadap Keputusan Berkunjung 74

4.5.1 Hasil Uji Asumsi Regresi ......................................................... 74

4.5.1.1 Hasil Pengujian Asumsi Normalitas ............................ 74

4.5.1.2 Hasil Pengujian Asumsi Heteroskedastisitas ............... 75

4.5.1.3 Hasil Pengujian Asumsi Multikolinearitas................... 75

4.5.1.4 Hasil Pengujian Asumsi Autokorelasi ......................... 76

4.5.1.5 Hasil Pengujian Asumsi Linearitas .............................. 77

4.5.2 Hasil Pengujian Korelasi dan Koefisien Determinasi .............. 77

4.5.3 Hasil Pengujian Hipotesis dan Uji Signifikansi Secara Simultan

(Uji F) ....................................................................................... 78

4.5.4 Hasil Pengujian Hipotesis dan Uji Signifikansi Secara Parsial

(Uji T)........................................................................................ 79

4.5.5 Model Persamaan Regresi Linear Berganda Pengaruh Atribut

Produk Pariwisata Terhadap Keputusan Berkunjung ............... 81

4.6 Pembahasan Hasil Penelitian .............................................................. 82

4.6.1 Atribut Produk Pariwisata di Grama Tirta Jatiluhur ................. 82

4.6.2 Keputusan Berkunjung di Grama Tirta Jatiluhur ..................... 84

4.6.3 Pengaruh Atribut Produk Pariwisata terhadap Keputusan .......

Berkunjung di Grama Tirta Jatiluhur ....................................... 86

4.7 Implikasi Hasil Temuan Penelitian ..................................................... 88

4.7.1 Hasil Temuan Bersifat Teoritik ................................................ 88

4.7.2 Hasil Temuan Bersifat Empirik ................................................ 89

BAB V KESIMPULAN DAN REKOMENDASI ........................................... 91

5.1 Kesimpulan .......................................................................................... 91

5.2 Rekomendasi........................................................................................ 92

vi

DAFTAR TABEL

Tabel hal

1.1 Jumlah Kunjungan Wisata Ke Destinasi Wisata Purwakarta Tahun 2015-

2018 ......................................................................................................... 3

1.2 Jumlah Kunjungan Ke Grama Tirta Jatiluhur Tahun 2015-2018 ............ 4

2.1 Pengertian Atribut Produk Pariwisata Menurut Para Ahli ...................... 11

2.2 Definisi Keputusan Berkunjung yang Diadaptasi dari Keputusan

Pembelian Menurut Para Ahli ................................................................. 16

2.3 Orisinalitas Penelitian ............................................................................. 20

3.1 Operasionalisasi Variabel ........................................................................ 33

3.2 Jenis dan Sumber Data ............................................................................ 36

3.3 Hasil Pengujian Validitas Atribut Produk Pariwisata dan Keputusan

Berkunjung .............................................................................................. 41

3.4 Hasil Pengujian Reliabilitas Atribut Produk Pariwisata dan Keputusan

Berkunjung .............................................................................................. 45

3.5 Intepretasi Koefisien Korelasi ................................................................. 50

4.1 Karakteristik Responden Berdasarkan Jenis Kelamin dan Usia ............. 57

4.2 Karakteristik Responden Berdasarkan Asal Tinggal............................... 58

4.3 Karakteristik Responden Berdasarkan Pendidikan Akhir ....................... 59

4.4 Karakteristik Responden Berdasarkan Pekerjaan dan Penghasilan per

Bulan ....................................................................................................... 60

4.5 Pengalaman Responden Berdasarkan Sumber Informasi ........................ 61

4.6 Karakteristik Responden Berdasarkan Dengan Siapa Berkunjung dan

Tujuan Berkunjung .................................................................................. 62

4.7 Karakteristik Responden Berdasarkan Alasan Berkunjung Responden ke

Grama Tirta Jatiluhur .............................................................................. 63

4.8 Tanggapan Responden terhadap Atribut Produk Pariwisata Berdasarkan

Attractions ............................................................................................... 64


Facilities .................................................................................................. 65


Transportations ....................................................................................... 67


Hospitality ............................................................................................... 68

4.12 Tanggapan Responden terhadap Keputusan Berkunjung Berdasarkan

Where to Go .......................................................................................... 70

4.13 Tanggapan Responden terhadap Keputusan Berkunjung Berdasarkan When

to Go ........................................................................................................ 71

4.14 Tanggapan Responden terhadap Keputusan Berkunjung Berdasarkan How

to Get There ............................................................................................. 72

vii

4.15 Tanggapan Responden terhadap Keputusan Berkunjung Berdasarkan What

to Do There .............................................................................................. 73

4.16 Hasil Pengujian Asumsi Normalitas Menggunakan Kolmogorov-

Smirnov ................................................................................................... 74

4.17 Hasil Pengujian Asumsi Heteroskedastisitas .......................................... 75

4.18 Hasil Pengujian Asumsi Multikolinearitas .............................................. 76

4.19 Hasil Pengujian Asumsi Autokorelasi ..................................................... 77

4.20 Hasil Pengujian Asumsi Linearitas ......................................................... 77

4.21 Hasil Pengujian Korelasi dan Koefisien Determinasi ............................. 78

4.22 Hasil Uji F ............................................................................................... 79

4.23 Hasil Uji T ............................................................................................... 79

4.24 Rekapitulasi Hasil Tanggapan Responden Terhadap Atribut Produk

Pariwisata Grama Tirta Jatiluhur ............................................................. 82

4.25 Rekapitulasi Hasil Tanggapan Responden Terhadap Keputusan

Berkunjung di Grama Tirta Jatiluhur ...................................................... 84

viii

DAFTAR GAMBAR

Gambar hal

2.1 Proses Keputusan Pembelian ................................................................ 19

2.2 Kerangka Pemikiran Pengaruh Atribut Produk Pariwisata terhadap

Keputusan Berkunjung.......................................................................... 29

2.3 Paradigma Pengaruh Atribut Produk Pariwisata Terhadap Keputusan

Berkunjung ............................................................................................ 30

3.1 Regresi Linier Berganda ....................................................................... 48

4.1 Logo PERUM Jasa Tirta II ................................................................... 53

4.2 Garis Kontinum Atribut Produk Pariwisata di Grama Tirta Jatiluhur .. 83

4.3 Garis Kontinum Keputusan Berkunjung di Grama Tirta Jatiluhur ...... 85

ix

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