PENGARUH MUSEUM EXPERIENCE TERHADAP BEHAVIORAL INTENTION : Survei pada pengunjung Museum Gedung Sate Bandung Non-Rombongan

Puji Pratiwi, - (2020) PENGARUH MUSEUM EXPERIENCE TERHADAP BEHAVIORAL INTENTION : Survei pada pengunjung Museum Gedung Sate Bandung Non-Rombongan. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

ABSTRAK Puji Pratiwi, 1500903, ”Pengaruh Museum Experience terhadap Behavioral Intention di Museum Gedung Sate Bandung (Survey terhadap Wisatawan non- Rombongan yang Mengunjungi )”, di bawah bimbingan Dr. Lili Adi Wibowo, S.Spd., S.Sos., M.M. dan Yeni Yuniawati, S.Pd., M.M. Salah satu cara untuk meningkatkan tingkat kunjungan wisatawan yaitu dengan memperbaiki museum experience dari destinasi wisata museum tersebut. Pihak Museum Gedung Sate Bandung memanfaatkan adanya museum experience sebagai media untuk meningkatkan behavioral intention. Tujuan penelitian ini ialah untuk mengetahui pengaruh museum experience di Museum Gedung Sate Bandung. Upaya yang dilakukan perusahaan menggunakan museum experience yang terdiri dari edutaiment comfort, atmosphere dan aesthentic. Sedangkan variabel terikatnya yaitu behavioral intention wisatawan. Jenis penelitian yang dilakukan adalah deskriptif verifikatif. Metode pengambilan sampel yang digunakan yaitu systematic random sampling dengan jumlah responden sebanyak 200 orang. Teknik analisis data menggunakan analisis regresi berganda. Hasil penelitian menunjukan bahwa museum experience secara simultan memiliki pengaruh terhadap behavioral intention. Dimensi yang memiliki pengaruh signifikan terhadap behavioral intention di Museum Gedung Sate Bandung adalah edutaiment,atmosphere dan aesthentic. Sedangkan variabel comfort tidak memiliki pengaruh yang signifikan terhadap behavioral intention di Museum Gedung Sate Bandung. Kesimpulan dari penelitian ini bahwa museum experience di Museum Gedung Sate Bandung berada di kategori baik serta behavioral intention di Museum Gedung Sate Bandung berada di kategori tinggi. Kata Kunci: Museum Experience, Behavioral Intention, Museum Gedung Sate Bandung ABSTRACT Puji Pratiwi, 1500903, “The Effect of Museum Experience on Behavioral Intention in Gedung Sate Museum Bandung” (Survey of non-group tourists who visited), under the guidance of Dr. Lili Adi Wibowo, S.Spd., S.Sos., M.M. dan Yeni Yuniawati, S.Pd., M.M. One of the ways to increase tourist visit is we can retify the museum experience from the museum’s tourist destination. A part of Gedung Sate Museum Bandung is take advantage of museum experience as media to increase behavioral intention. The purpose of this research is to know about the effect of museum experience in Gedung sate Museum Bandung. The efforts made by this company by using museum experience, it ‘s consist of edutainment comfort, atmosphere, and aesthetic. While, the dependent variable is behavioral intention. The type of this research is desctiptive verifikative research. The sample collection in this research is by using systematic random sampling to 200 tourists. Data analysis technique used multiple regression analysis. The result of this research shows that museum experience simultaneously has an effect on behavioral intention. Edutainment, atmosphere, and aesthetic are the higher influence in this research. While, comfort has not the significant effect on behavioral intention in Gedung Sate Museum Bandung. The conclution of this research is museum experience in Gedung Sate Museum Bandung is in a good category and behavioral intention in Gedung Sate Museum Bandung is in the high category. Keywords: Museum Experience, Behavioral Intention, Gedung Sate Museum Bandun

Item Type:	Thesis (S1)
Additional Information:	Lili Adi Wibowo : 5984836 Yeni Yuniawati : 6146618
Uncontrolled Keywords:	Museum Experience, Behavioral Intention, Museum Gedung Sate Bandung
Subjects:	A General Works > AM Museums (General). Collectors and collecting (General) L Education > L Education (General)
Divisions:	Fakultas Pendidikan Ilmu Pengetahuan Sosial > Ilmu Komunikasi
Depositing User:	Puji Pratiwi
Date Deposited:	27 Oct 2022 08:51
Last Modified:	27 Oct 2022 08:51
URI:	http://repository.upi.edu/id/eprint/85070

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