DESTINATION ATTRACTIVENESS SEBAGAI PREDIKTOR BEHAVIORAL INTENTION DENGAN PENDEKATAN THEORY OF PLANNED BEHAVIOR (TPB)

Authors

Wulan Isma Aulia Bilqis Universitas Jenderal Achmad Yani
Yadi Ernawadi Universitas Jenderal Achmad Yani

DOI:

Keywords:

Destination Attractiveness, Attitude Towards Behavior, Subjective Norm, Perceived Behavioral Control, Behavioral Intention

Abstract

Penelitian ini bertujuan menguji destination attractiveness sebagai prediktor behavioral intention dengan pendekatan theory of planned behavior (TPB). Penelitian ini menggunakan metode survei dengan melibatkan 140 responden yang berpengalaman mengunjungi Curug Cijalu. Teknik analisis data yang digunakan adalah structural equation modelling (SEM) dengan menggunakan perangkat lunak smartPLS versi 3.0. Berdasarkan hasil pengujian hipotesis ditemukan bahwa accessibility dan scenery berpengaruh positif terhadap behavioral intention melalui attitude towards behavior, subjective norm, dan perceived behavioral control. Selain itu, amenities berpengaruh positif terhadap behavioral intention melalui attitude towards behavior. Kebaruan pada penelitian ini adalah dengan menambahkan variabel destination attractiveness yang dihipotesiskan berpengaruh positif terhadap behavioral intention. Peneliti berharap temuan yang diperoleh dapat berkontribusi bagi para peneliti di masa mendatang dan pengelola Curug Cijalu dalam upaya perancangan strategi yang bisa meningkatkan behavioral intention. Peneliti selanjutnya mampu mempertimbangkan untuk mengeksplorasi faktor-faktor lain yang diduga mampu memprediksi behavioral intention.

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