PENGARUH PROMOTION MIX DAN PERCEIVED PRICE TERHADAP INTENTION to VISIT SERTA IMPLIKASINYA TERHADAP WILLINGNESS to RECOMMENDATION (Studi Kasus pada Museum – Museum di Kota Semarang)

Atmojo, Lusia Andriani Winoto (2013) PENGARUH PROMOTION MIX DAN PERCEIVED PRICE TERHADAP INTENTION to VISIT SERTA IMPLIKASINYA TERHADAP WILLINGNESS to RECOMMENDATION (Studi Kasus pada Museum – Museum di Kota Semarang). S2 thesis, Universitas Mercu Buana Jakarta - Menteng.

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Abstract

Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh promotion mix dan perceived price terhadap intention to visit dari pengunjung museum serta implikasinya terhadap willingness to recommendation pengunjung kepada orang lain. Penelitian ini dilakukan pada bulan Mei 2013 di 5 museum yang ada di Kota Semarang, yaitu Museum Perkembangan Islam Jawa Tengah, Museum Rekor Dunia Indonesia, Museum Ronggowarsito, Museum Mandala Bhakti, dan Museum Jamu Nyonya Meneer. Instrumen dalam penelitian ini menggunakan kuesioner kepada 200 responden yang berkunjung dengan metode purposive sampling. Teknik pengolahan data menggunakan Structural Equation Model (SEM) dengan program LISREL (Linear Structural Relationship). Hasil penelitian ini menujukkan bahwa variabel promotion mix dan perceived price berpengaruh secara signifikan terhadap intention to visit. Variabel intention to visit dan perceived price berpengaruh secara signifikan terhadap willingness to recommendation. Sedangkan promotion mix tidak berpengaruh secara langsung terhadap willingness to recommendation. The purpose of this research is to know how big the affect of promotion mix and perceived price to intention to visit from the visitor of museum than the implication to willingness to recommendation visitor to the others. This research was held at Mei 2013 to 5 Museums at Semarang City,and the museums are Museum of Islamic Development n Centreal Java, Indonesian World Record Museum, Ronggowarsito Museum, Mandala Bhakti Museum, and Nyonya Meneer’s Jamu Museum. Instrument in this research used a quetionnaire for 200 respondents with purposive sampling method. Data processing techniques using the Structural Equation Model (SEM) with the LISREL program (Linear Structural Relationship). The results showed that promotion mix and perceived price variable are significantly affected to intention to visit. Intention to visit and perceived price variable are significantly affected ti wollingness to recommendation. While promotion mix has no direct affected to willingness to recommendation. Keywords : museum, promotion mix, perceived price, intention to visit,willingness to recommendation

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