NATALIA, JESSIKA (2025) PENGARUH PERCEIVED VALUE TERHADAP REVISIT INTENTION GENERASI Z KE MUSEUM NASIONAL INDONESIA. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This research aims to measure and explain the effect of perceived value on Generation Z's revisit intention to the National Museum of Indonesia. To analyze how perceived value influences this intention, the study adopts the StimulusOrganism-Response (S-O-R) theory as its theoretical foundation. The approach employed is explanatory quantitative research using a survey method that involved 100 respondents from Generation Z in Indonesia. The sampling technique used was non-probability sampling, specifically purposive sampling. The collected data were analyzed using simple linear regression, correlation coefficient tests, determination coefficient tests, and hypothesis testing (t-test) processed with SPSS software version 29. The study's results indicate a significant influence of perceived value on revisit intention, with the correlation coefficient test yielding a value of 0.928, which suggests a very strong relationship between the two variables. Additionally, the determination coefficient (R Square) of 0.860 reveals that 86% of the revisit intention is influenced by perceived value, while the remaining 14% is affected by factors outside the scope of this study. Keywords: Perceived Value, Revisit Intention, Stimulus-OrganismResponse (S-O-R) Theory. Museum Nasional Indonesia Penelitian ini bertujuan untuk mengukur dan menjelaskan pengaruh nilai yang dirasakan (perceived value) terhadap niat kunjungan ulang (revisit intention) Generasi Z ke Museum Nasional Indonesia. Untuk menganalisis bagaimana nilai yang dirasakan memengaruhi niat tersebut, penelitian ini mengacu pada teori Stimulus-Organism-Response (S-O-R) sebagai landasan teoretis. Pendekatan yang digunakan adalah kuantitatif eksplanatif dengan metode survei yang melibatkan 100 responden dari kalangan Generasi Z di Indonesia. Teknik pengambilan sampel dilakukan dengan non-probability sampling, khususnya melalui purposive sampling. Data yang terkumpul dianalisis menggunakan regresi linier sederhana, uji koefisien korelasi, uji koefisien determinasi, serta uji hipotesis (uji t) yang diolah menggunakan perangkat lunak SPSS versi 29. Hasil penelitian menunjukkan adanya pengaruh signifikan nilai yang dirasakan terhadap niat kunjungan ulang, di mana uji koefisien korelasi menghasilkan nilai 0,928 yang mengindikasikan hubungan yang sangat kuat antara kedua variabel. Selain itu, koefisien determinasi (R Square) sebesar 0,860 mengungkapkan bahwa 86% niat kunjungan ulang dipengaruhi oleh nilai yang dirasakan, sementara sisanya 14% dipengaruhi oleh faktor-faktor lain di luar penelitian ini. Kata Kunci: Perceived Value, Revisit Intention, Teori Stimulus-OrganismResponse (S-O-R), Museum Nasional Indonesia
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