PENGARUH PERSONAL SELLING TERHADAP KEPUTUSAN BERKUNJUNG DI GRAMA TIRTA JATILUHUR (Survei Terhadap Wisatawan Group Yang Berkunjung Ke Grama Tirta Jatiluhur)

Damar Wicaksana, - (2018) PENGARUH PERSONAL SELLING TERHADAP KEPUTUSAN BERKUNJUNG DI GRAMA TIRTA JATILUHUR (Survei Terhadap Wisatawan Group Yang Berkunjung Ke Grama Tirta Jatiluhur). S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Grama Tirta Jatiluhur ini merupakan kawasan yang menawarkan keindahan alam berupa danau buatan yang memiliki keunikan berupa nilai historinya dan merupakan danau buatan dengan memiliki limpahan air terbesar di dunia. Tujuan penulisan skripsi ini adalah untuk memperoleh temuan mengenai pengaruh Personal Selling terhadap Keputusan Berkunjung di Grama Tirta Jatiluhur. Salah satu upaya yang dilakukan Grama Tirta Jatiluhur untuk dapat meningkatkan keputusan berkunjung wisatawan grup yaitu pengelola perlu mengetahui pemahaman tentang personal selling. Variabel independent dari penelitian ini adalah personal selling (X) yang terdiri dari sub variabel approach, presentation and demonstration, handling objections, clossing, dan follow-up. Variabel dependent yaitu keputusan berkunjung (Y) yang terdiri dari pemilihan produk, pemilihan merek, waktu kunjungan, jumlah kunjungan, dan metode pembayaran. Jenis penelitian yang digunakan adalah deskriptif dan verifikatif. Metode yang digunakan explanatory survey. Sampel dalam penelitian ini sebanyak 100 responden yaitu pengambil keputusan wisatawan grup yang mengunjungi Grama Tirta Jatiluhur. Teknik analisis data uji hipotesis yang digunakan adalah regresi berganda. Tanggapan wisatawan mengenai personal selling di Grama Tirta Jatiluhur dinilai tinggi. Hasil penelitian ini menunjukkan bahwa sub variabel yang memiliki pengaruh paling tinggi adalah presentation and demonstration (35,53%) dan yang memiliki pengaruh paling rendah adalah closing (13,6%). Tanggapan wisatawan terhadap keputusan berkunjung di Grama Tirta Jatiluhur juga dinilai tinggi. Indikator metode pembayaran memperoleh nilai tertinggi (35,9%) sedangkan jumlah kunjungan memperoleh nilai terendah (6,66%). Sebagai rekomendasi untuk pengelola, haruslah membuat program yang lainnya disamping personal selling agar dapat menambah jumlah kunjungan wisatawan grup ke Grama Tirta Jatiluhur. Seperti halnya mengaktifkan website, membuat social media, dan melakukan penawaran-penawaran melalui e-mail. ;---Grama Tirta Jatiluhur is an area that offers the natural beauty of an artificial lake that has the uniqueness of its historical value and this artificial lake has the largest water abundance in the world. The purpose of this thesis writing is to obtain findings about the influence of personal selling on the decision to visit Grama Tirta Jatiluhur. To overcome that condition, the manager should know and understand about personal selling. The independent variabel of this research is personal selling (X), it contains of several sub variables, those are: approach, presentation and demonstration, handling objections, clossing, and follow up. Then, the visiting decision is its dependent variable (Y) that consist of product choosing, brand choosing, visit time, amount of visitors, and payment method. This research uses descriptive and verificative methods with explanatory survey. There are 100 respondents used as samples in this reseach, they are the group decision makers who visit Grama Tirta Jatiluhur. Data analysis technique of hypothesis test is multiple regression.The result of this research shows that response of tourists about personal selling in Grama Tirta Jatiluhur is quite high. Besides, the result indicates that the sub variable that has the highest influence is the presentation and demonstration (35,53%), while sub varible that gives the lowest influence is closing (13,6%). Tourists respons to the decision of visiting Grama Tirta Jatiluhur is also considered high. The payment method indicator gets the highest value(35,9%) while the number of visit has the lowest value (6,66%). Based on the test by using spss 22 for windows, it shows that there is simultaneous and partial influence between personal selling and visiting decisions. In addition, as the recommendation for the manager, they should create the other programs besides personal selling in order to increase the number of group tourists visit to Grama Tirta Jatiluhur, as well as activating website, creating social medias, and offering by e-mail.

Item Type: Thesis (S1)
Additional Information: No Panggil : S MPP DAM p-2018; Nama Pembimbing : I. Hari Mulyadi, II. Yeni Yuniawati; NIM : 1105934.
Uncontrolled Keywords: Personal Selling dan Keputusan Berkunjung. Personal Selling and Visiting Desicions.
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Pemasaran Pariwisata
Depositing User: Ryan Taufiq Qurrohman
Date Deposited: 27 Feb 2020 07:35
Last Modified: 27 Feb 2020 07:35
URI: http://repository.upi.edu/id/eprint/47313

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