Analisis pengaruh functional quality dan technical quality terhadap behavioural intentions melalui utilitarian value, symbolic value dan hedonic value pada Suroboyo carnival night market

Pramana, Jeffry Surya (2015) Analisis pengaruh functional quality dan technical quality terhadap behavioural intentions melalui utilitarian value, symbolic value dan hedonic value pada Suroboyo carnival night market. Bachelor thesis, Universtitas Pelita Harapan.

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Abstract

Tourist attractions and entertainment venues is a place that is needed there for the big cities such as Surabaya. Besides as a means of entertainment, tourist attractions is a promising business. Suroboyo Carnival comes with a unique concept. In order to provide the best for the customers of course Suroboyo Carnival must continue to evolve. Therefore, this study was conducted to analyze Functional Quality and Technical Quality affecting Behavioural Intentions through Utilitarian Value, Symbolic Value and Hedonic Value of Suroboyo Carnival Night Market consumers in Surabaya. This study uses a quantitative approach with analysis techniques stuctural Equation Model (SEM) and the AMOS 22.0 software. Questionnaires distributed to 120 respondents in the sample from the population of visitors Suroboyo Carnival Night Market. Samples in this study were determined using probability sampling with proportional random sampling method. The results showed that the variables Behavioural Intentions significantly influenced by Hedonic Value with a path coefficient of .819. and Symbolic Value with a path coefficient of .213 / Tempat wisata dan tempat hiburan merupakan tempat yang dibutuhkan ada bagi kota besar seperti Surabaya. Selain sebagai sarana hiburan, tempat wisata adalah sarana bisnis yang menjanjikan. Suroboyo Carnival hadir dengan suatu konsep unik. Untuk dapat memberikan yang terbaik bagi pelanggan tentunya Suroboyo Carnival harus terus berkembang. Oleh karena itu, penelitian ini dilakukan untuk menganalisa Functional Quality dan Technical Quality yang mempengaruhi Behavioural Intentions melalui Utilitarian Value, Symbolic Value dan Hedonic Value konsumen Suroboyo Carnival Night Market di Surabaya. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik analisa Stuctural Equation Model (SEM) dan software AMOS 22.0. Kuisioner disebarkan kepada 120 responden sebagai sampel yang berasal dari populasi pengunjung Suroboyo Carnival Night Market. Sampel pada penelitian pada penelitian ini ditentukan menggunakan probability sampling dengan metode proportional random sampling. Hasil penelitian ini menunjukkan bahwa variabel Behavioural Intentions dipengaruhi secara signifikan oleh variabel Hedonic Value dengan koefisien jalur sebesar .819. dan variabel Symbolic Value dengan jalur sebesar .213

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