LIYADI, AULIA NOER APRIL (2022) PENGARUH CITRA DESTINASI, LOKASI DAN TOURISM EXPERIENCE TERHADAP MINAT BERKUNJUNG KEMBALI WISATAWAN MAHASISWA DKI JAKARTA PADA WISATA KOTA LAMA SEMARANG. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The city of Semarang is one of the cities that has a cultural heritage that is still preserved and maintained today. One of the cultural heritages of the city of Semarang is the Old City which is a favorite destination for tourists who come to Central Java. The purpose of this study was to determine and analyze the effect of destination image, location and tourism experience on the interest of returning tourists from DKI Jakarta students to the Old City of Semarang. The population of this research is Jakarta students who have visited the Old City of Semarang as many as 120 respondents. The approach used in this research is a quantitative approach. With data analysis method Variance Based Structural Equation Model with analysis tool Smart-PLS 3.2.9. The results showed that the image of the destination had a positive and significant influence, the location had a positive influence, and tourism experience had a positive and significant influence on the interest of returning tourists. With a value of R-Square (R2 ) = 0.699, it shows that the ability of the independent variables (destination image, location, and tourism experience) is 69.9% while the remaining 30.1% is explained by other factors outside the model. Keywords: Destination Image, Location, and Tourism Experience, Revisit Intention. Kota Semarang merupakan salah satu kota yang memiliki warisan budaya yang masih dijaga dan dipelihara hingga saat ini. Salah satu warisan budaya kota Semarang adalah Kota Lama yang menjadi destinasi favorit wisatawan yang datang ke Jawa Tengah. Tujuan penelitian ini adalah untuk mengetahui dan menganalisis pengaruh citra destinasi, lokasi dan tourism experience terhadap minat berkunjung kembali wisatawan Mahasiswa DKI Jakarta pada Wisata Kota Lama Semarang. Populasi penelitian ini adalah Mahasiswa Jakarta yang sudah pernah mengunjungi Kota Lama Semarang sebanyak 120 responden. Pendakatan yang digunakan dalam penelitian ini adalah pendekatan kuantitatif. Dengan metode analisis data Variance Based Structural Equation Model dengan alat analisis Smart-PLS 3.2.9. Hasil penelitian menunjukkan citra destinasi memiliki pengaruh positif dan signifikan, lokasi memiliki pengaruh positif, dan tourism experience memiliki pengaruh positif dan signifikan terhadap minat berkunjung kembali wisatawan. Dengan nilai RSquare (R2 ) = 0.699 menunjukan bahwa kemampuan variabel independen (citra destinasi, lokasi, dan tourism experience) sebesar 69.9% sedangkan 30.1% sisanya dijelaskan oleh faktor lain di luar model. Kata Kunci: Citra Destinasi, Lokasi, dan Tourism Experience, Minat Berkunjung Kembali.
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