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PENGARUH ATRIBUT PRODUK PARIWISATA TERHADAP
KEPUTUSAN BERKUNJUNG (Survei terhadap Wisatawan yang Berkunjung ke Grama Tirta Jatiluhur,
Purwakarta)
SKRIPSI
diajukan sebagai syarat memperoleh gelar Sarjana Pariwisata
pada Program Studi Manajemen Pemasaran Pariwisata
oleh
Muhammad Adrian Rizky
1503650
FAKULTAS PENDIDIKAN ILMU PENGETAHUAN SOSIAL
UNIVERSITAS PENDIDIKAN INDONESIA
BANDUNG
2019
NO. DAFTAR FPIPS: 1423/UN40.A2.7/PP/2019
LEMBAR HAK CIPTA
PENGARUH ATRIBUT PRODUK PARIWISATA TERHADAP
KEPUTUSAN BERKUNJUNG (Survei terhadap Wisatawan yang Berkunjung ke Grama Tirta Jatiluhur,
Purwakarta)
Oleh
Muhammad Adrian Rizky
1503650
Sebuah skripsi yang diajukan untuk memenuhi sebagian syarat untuk memperoleh
gelar Sarjana Pariwisata pada Program Studi Manajemen Pemasaran Pariwisata
Fakultas Pendidikan Ilmu Pengetahuan Sosial
Universitas Pendidikan Indonesia
©Muhammad Adrian Rizky, 2019
Universitas Pendidikan Indonesia
November 2019
Hak cipta dilindungi Undang-Undang.
Skripsi ini tidak boleh diperbanyak seluruhnya atau sebagian,
Dengan dicetak ulang, difoto kopi, atau cara lainnya tanpa ijin dari penulis
i
ABSTRAK
Muhammad Adrian Rizky, 1503650, ”Pengaruh Atribut Produk Pariwisata
terhadap Keputusan Berkunjung di Grama Tirta Jatiluhur (Survey terhadap
Wisatawan yang Mengunjungi Grama Tirta Jatiluhur)”, di bawah bimbingan Dr.
H. Hari Mulyadi, M.Si. dan Dewi Pancawati Novalita, S.Pd., MM.
Salah satu cara untuk meningkatkan tingkat kunjungan wisatawan yaitu dengan
memperbaiki atribut produk pariwisata dari destinasi wisata tersebut. Pihak
perusahaan Grama Tirta Jatiluhur memanfaatkan adanya atribut produk pariwisata
sebagai media untuk meningkatkan keputusan berkunjung. Tujuan penelitian ini
ialah untuk mengetahui pengaruh atribut produk pariwisata di Grama Tirta
Jatiluhur. Upaya yang dilakukan perusahaan menggunakan atribut produk
pariwisata yang terdiri dari attractions, facilities, transportations dan hospitality.
Sedangkan variabel terikatnya yaitu keputusan berkunjung wisatawan. Jenis
penelitian yang dilakukan adalah deskriptif verifikatif. Metode pengambilan
sampel yang digunakan yaitu systematic random sampling dengan jumlah
responden sebanyak 400 orang. Teknik analisis data menggunakan analisis regresi
berganda. Hasil penelitian menunjukan bahwa atribut produk pariwisata secara
simultan memiliki pengaruh terhadap keputusan berkunjung. Dimensi yang
memiliki pengaruh signifikan terhadap keputusan berkunjung di Grama Tirta
Jatiluhur adalah attractions, facilities dan hospitality. Sedangkan variabel
transportations tidak memiliki pengaruh yang signifikan terhadap keputusan
berkunjung di Grama Tirta Jatiluhur. Kesimpulan dari penelitian ini bahwa atribut
produk pariwisata di Grama Tirta Jatiluhur berada di kategori baik serta keputusan
berkunjung di Grama Tirta Jatiluhur berada di kategori tinggi.
Kata Kunci: Atribut Produk Pariwisata, Keputusan Berkunjung, Grama
Tirta Jatiluhur
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ABSTRACT
Muhammad Adrian Rizky, 1503650, “The Effect of Tourism Products
Attributes on Visiting Decision at Grama Tirta Jatiluhur (Survey of Tourist
Deciding to Visit Grama Tirta Jatiluhur)”, under the guidance of Dr. H. Hari
Mulyadi, M.Si., and Dewi Pancawati Novalita, S.Pd., MM.
One way to increase the level of tourist visits is to improve the tourism products
attributes from these tourism destinations. The company of Grama Tirta Jatiluhur
utilizes the tourism products attributes as a media to improve visiting decisions.
The purpose of this study was to determine the effect of the tourism product
attributes on visiting decision in Grama Tirta Jatiluhur.. Efforts made by the
company use the tourism product attributes consisting of attractions, facilities,
transportations and hospitality. While the dependent variable is tourist visiting
decision. This type of research is descriptive verification. The sampling method
used was systematic random sampling with a total of 400 respondents. Data
analysis techniques used multiple regression analysis. The results showed that
tourism product attributes simultaneously have an influence on visiting decisions.
Dimensions that have a significant influence on the decision to visit Grama Tirta
Jatiluhur are attractions, facilities and hospitality. Whereas transportations did
not have a significant influence on visiting decision in Grama Tirta Jatiluhur. The
conclusion from this study that tourism product attributes in Grama Tirta
Jatiluhur are in good category and visiting decision in Grama Tirta Jatiluhur is in
the high category.
Keywords: Tourism Product Attributes, Visiting Decision, Grama Tirta
Jatiluhur
iii
DAFTAR ISI
ABSTRAK ......................................................................................................... i
ABSTRACT ........................................................................................................ ii
DAFTAR ISI ...................................................................................................... iii
DAFTAR TABEL ............................................................................................. vi
DAFTAR GAMBAR .........................................................................................viii
DAFTAR PUSTAKA ........................................................................................ ix
BAB I PENDAHULUAN .................................................................................. 1
1.1 Latar Belakang Penelitian .................................................................... 1
1.2 Rumusan Masalah ................................................................................ 6
1.3 Tujuan Penelitian ................................................................................. 7
1.4 Kegunaan Penelitian ............................................................................ 7
BAB II KAJIAN PUSTAKA, KERANGKA PEMIKIRAN DAN
HIPOTESIS ....................................................................................................... 8
2.1 Kajian Pustaka ..................................................................................... 8
2.1.1 Konsep Atribut Produk Pariwisata ............................................ 8
2.1.1.1 Konsep Atribut Produk Pariwisata dalam Marketing for
Hospitality and Tourism ................................................ 8
2.1.1.2 Definisi Atribut Produk Pariwisata ............................... 10
2.1.1.3 Dimensi Atribut Produk Pariwisata ............................... 12
2.1.2 Konsep Keputusan Berkunjung ................................................ 15
2.1.2.1 Konsep Keputusan Berkunjung dalam Consumer
Behavior ........................................................................ 15
2.1.2.2 Definisi Keputusan Berkunjung .................................... 16
2.1.2.3 Dimensi Keputusan Berkunjung ................................... 17
2.1.2.4 Model Keputusan Berkunjung ...................................... 19
2.1.3 Orisinalitas Penelitian ............................................................... 20
2.1.4 Pengaruh Atribut Produk Pariwisata Terhadap Keputusan
Berkunjung ................................................................................ 23
2.2 Kerangka Pemikiran ............................................................................ 25
2.3 Hipotesis .............................................................................................. 30
BAB III OBJEK DAN METODE PENELITIAN .......................................... 32
3.1 Objek Penelitian................................................................................... 32
3.2 Metode Penelitian ................................................................................ 32
3.2.1 Jenis dan Metodologi yang Digunakan ..................................... 32
3.2.2 Operasionalisasi Variabel.......................................................... 33
3.2.3 Jenis dan Sumber Data .............................................................. 36
3.2.4 Populasi, Sampel dan Teknik Sampling.................................... 37
3.2.4.1 Populasi ......................................................................... 37
3.2.4.2 Sampel ........................................................................... 37
3.2.4.3 Teknik Sampling ........................................................... 38
iv
3.2.5 Teknik Pengumpulan Data ........................................................ 39
3.2.6 Pengujian Validitas dan Reliabilitas ......................................... 40
3.2.6.1 Hasil Pengujian Validitas .............................................. 40
3.2.6.2 Hasil Pengujian Reliabilitas .......................................... 44
3.2.7 Analisis Data ............................................................................. 45
3.2.7.1 Analisis Data Deskriptif ................................................ 46
3.2.7.2 Analisis Data Verifikatif ............................................... 47
3.2.7.3 Analisis Regresi Linear Berganda ................................. 47
3.2.8 Pengujian Hipotesis .................................................................. 50
BAB IV HASIL PENELITIAN DAN PEMBAHASAN ................................. 53
4.1 Profil Perusahaan ................................................................................. 53
4.1.1 Identitas Perusahaan ......................................................... 53
4.1.2 Sejarah Singkat Perusahaan ............................................. 54
4.1.3 Produk dan Jasa yang Ditawarkan ................................... 55
4.2 Karakteristik Responden dan Pengalaman Responden....................... 57
4.2.1 Karakteristik Responden Berdasarkan Jenis Kelamin
dan Usia ..................................................................................... 57
4.2.2 Karakteristik Responden Berdasarkan Asal Tinggal ................ 58
4.2.3 Karakteristik Responden Berdasarkan Pendidikan Akhir ........ 59
4.2.4 Karakteristik Responden Berdasarkan Pekerjaan dan
Penghasilan per Bulan ............................................................. 60
4.2.5 Pengalaman Responden Berdasarkan Sumber Informasi ......... 61
4.2.6 Pengalaman Responden Berdasarkan Dengan Siapa Berkunjung
dan Tujuan Berkunjung ............................................................ 62
4.2.7 Pengalaman Responden Berdasarkan Alasan Berkunjung ....... 63
4.3 Tanggapan Responden terhadap Atribut Produk Pariwisata di Grama
Tirta Jatiluhur...................................................................................... 64
4.3.1 Tanggapan Responden terhadap Atribut Produk Pariwisata
berdasarkan Attractions ............................................................ 64
4.3.2 Tanggapan Responden terhadap Atribut Produk Pariwisata
berdasarkan Facilities ............................................................... 65
4.3.3 Tanggapan Responden terhadap Atribut Produk Pariwisata
berdasarkan Transportations .................................................... 67
4.3.4 Tanggapan Responden terhadap Atribut Produk Pariwisata
berdasarkan Hospitality ............................................................ 68
4.4 Gambaran Responden terhadap Keputusan Berkunjung .................... 69
4.4.1 Tanggapan Responden terhadap Keputusan Berkunjung
berdasarkan Where to Go ......................................................... 70
4.4.2 Tanggapan Responden terhadap Keputusan Berkunjung
berdasarkan When to Go .......................................................... 70
4.4.3 Tanggapan Responden terhadap Keputusan Berkunjung
berdasarkan How to Get There ................................................. 72
v
4.4.4 Tanggapan Responden terhadap Keputusan Berkunjung
berdasarkan What to Do There ................................................. 73
4.5 Pengaruh Atribut Produk Pariwisata terhadap Keputusan Berkunjung 74
4.5.1 Hasil Uji Asumsi Regresi ......................................................... 74
4.5.1.1 Hasil Pengujian Asumsi Normalitas ............................ 74
4.5.1.2 Hasil Pengujian Asumsi Heteroskedastisitas ............... 75
4.5.1.3 Hasil Pengujian Asumsi Multikolinearitas................... 75
4.5.1.4 Hasil Pengujian Asumsi Autokorelasi ......................... 76
4.5.1.5 Hasil Pengujian Asumsi Linearitas .............................. 77
4.5.2 Hasil Pengujian Korelasi dan Koefisien Determinasi .............. 77
4.5.3 Hasil Pengujian Hipotesis dan Uji Signifikansi Secara Simultan
(Uji F) ....................................................................................... 78
4.5.4 Hasil Pengujian Hipotesis dan Uji Signifikansi Secara Parsial
(Uji T)........................................................................................ 79
4.5.5 Model Persamaan Regresi Linear Berganda Pengaruh Atribut
Produk Pariwisata Terhadap Keputusan Berkunjung ............... 81
4.6 Pembahasan Hasil Penelitian .............................................................. 82
4.6.1 Atribut Produk Pariwisata di Grama Tirta Jatiluhur ................. 82
4.6.2 Keputusan Berkunjung di Grama Tirta Jatiluhur ..................... 84
4.6.3 Pengaruh Atribut Produk Pariwisata terhadap Keputusan .......
Berkunjung di Grama Tirta Jatiluhur ....................................... 86
4.7 Implikasi Hasil Temuan Penelitian ..................................................... 88
4.7.1 Hasil Temuan Bersifat Teoritik ................................................ 88
4.7.2 Hasil Temuan Bersifat Empirik ................................................ 89
BAB V KESIMPULAN DAN REKOMENDASI ........................................... 91
5.1 Kesimpulan .......................................................................................... 91
5.2 Rekomendasi........................................................................................ 92
vi
DAFTAR TABEL
Tabel hal
1.1 Jumlah Kunjungan Wisata Ke Destinasi Wisata Purwakarta Tahun 2015-
2018 ......................................................................................................... 3
1.2 Jumlah Kunjungan Ke Grama Tirta Jatiluhur Tahun 2015-2018 ............ 4
2.1 Pengertian Atribut Produk Pariwisata Menurut Para Ahli ...................... 11
2.2 Definisi Keputusan Berkunjung yang Diadaptasi dari Keputusan
Pembelian Menurut Para Ahli ................................................................. 16
2.3 Orisinalitas Penelitian ............................................................................. 20
3.1 Operasionalisasi Variabel ........................................................................ 33
3.2 Jenis dan Sumber Data ............................................................................ 36
3.3 Hasil Pengujian Validitas Atribut Produk Pariwisata dan Keputusan
Berkunjung .............................................................................................. 41
3.4 Hasil Pengujian Reliabilitas Atribut Produk Pariwisata dan Keputusan
Berkunjung .............................................................................................. 45
3.5 Intepretasi Koefisien Korelasi ................................................................. 50
4.1 Karakteristik Responden Berdasarkan Jenis Kelamin dan Usia ............. 57
4.2 Karakteristik Responden Berdasarkan Asal Tinggal............................... 58
4.3 Karakteristik Responden Berdasarkan Pendidikan Akhir ....................... 59
4.4 Karakteristik Responden Berdasarkan Pekerjaan dan Penghasilan per
Bulan ....................................................................................................... 60
4.5 Pengalaman Responden Berdasarkan Sumber Informasi ........................ 61
4.6 Karakteristik Responden Berdasarkan Dengan Siapa Berkunjung dan
Tujuan Berkunjung .................................................................................. 62
4.7 Karakteristik Responden Berdasarkan Alasan Berkunjung Responden ke
Grama Tirta Jatiluhur .............................................................................. 63
4.8 Tanggapan Responden terhadap Atribut Produk Pariwisata Berdasarkan
Attractions ............................................................................................... 64
4.9 Tanggapan Responden terhadap Atribut Produk Pariwisata Berdasarkan
Facilities .................................................................................................. 65
4.10 Tanggapan Responden terhadap Atribut Produk Pariwisata Berdasarkan
Transportations ....................................................................................... 67
4.11 Tanggapan Responden terhadap Atribut Produk Pariwisata Berdasarkan
Hospitality ............................................................................................... 68
4.12 Tanggapan Responden terhadap Keputusan Berkunjung Berdasarkan
Where to Go .......................................................................................... 70
4.13 Tanggapan Responden terhadap Keputusan Berkunjung Berdasarkan When
to Go ........................................................................................................ 71
4.14 Tanggapan Responden terhadap Keputusan Berkunjung Berdasarkan How
to Get There ............................................................................................. 72
vii
4.15 Tanggapan Responden terhadap Keputusan Berkunjung Berdasarkan What
to Do There .............................................................................................. 73
4.16 Hasil Pengujian Asumsi Normalitas Menggunakan Kolmogorov-
Smirnov ................................................................................................... 74
4.17 Hasil Pengujian Asumsi Heteroskedastisitas .......................................... 75
4.18 Hasil Pengujian Asumsi Multikolinearitas .............................................. 76
4.19 Hasil Pengujian Asumsi Autokorelasi ..................................................... 77
4.20 Hasil Pengujian Asumsi Linearitas ......................................................... 77
4.21 Hasil Pengujian Korelasi dan Koefisien Determinasi ............................. 78
4.22 Hasil Uji F ............................................................................................... 79
4.23 Hasil Uji T ............................................................................................... 79
4.24 Rekapitulasi Hasil Tanggapan Responden Terhadap Atribut Produk
Pariwisata Grama Tirta Jatiluhur ............................................................. 82
4.25 Rekapitulasi Hasil Tanggapan Responden Terhadap Keputusan
Berkunjung di Grama Tirta Jatiluhur ...................................................... 84
viii
DAFTAR GAMBAR
Gambar hal
2.1 Proses Keputusan Pembelian ................................................................ 19
2.2 Kerangka Pemikiran Pengaruh Atribut Produk Pariwisata terhadap
Keputusan Berkunjung.......................................................................... 29
2.3 Paradigma Pengaruh Atribut Produk Pariwisata Terhadap Keputusan
Berkunjung ............................................................................................ 30
3.1 Regresi Linier Berganda ....................................................................... 48
4.1 Logo PERUM Jasa Tirta II ................................................................... 53
4.2 Garis Kontinum Atribut Produk Pariwisata di Grama Tirta Jatiluhur .. 83
4.3 Garis Kontinum Keputusan Berkunjung di Grama Tirta Jatiluhur ...... 85
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