ABSTRAK
Ardian Saputra , NPM : 4115500024. Advertising dan Direct Marketing Terhadap Keputusan Berkunjung Wisata Pasar Slumpring di Desa bumijawa Kabupaten Tegal.
Tujuan penelitian ini adalah untuk mengetahui : 1). Untuk mengetahui pengaruh Advertising terhadap keputusan Berkunjung Wisata Pasar Slumpring di Desa bumijawa Kabupaten Tegal. 2). Untuk mengetahui pengaruh Direct Marketing terhadap keputusan Berkunjung Wisata Pasar Slumpring di Desa bumijawa Kabupaten Tegal. 3). Untuk mengetahui pengaruh Advertising dan Direct Marketing secara simultan terhadap Keputusan Berkunjung Wisata Pasar Slumpring di Desa bumijawa Kabupaten Tegal.
Populasi dalam penelitian ini adalah konsumen yang Berkunjung Wisata Pasar Slumpring di Desa bumijawa Kabupaten Tegal. Adapun teknik pengambilan sampel yang dipakai adalah accidental sampling. Teknik analisis data yang digunakan adalah korelasi rank spearman, uji signifikansi korelasi rank spearman, analisis korelasi berganda, uji signifikansi korelasi berganda dan analisis koefisien determinasi.
Hasil penelitian 1). Advertising berpengaruh signifikan terhadap keputusan Berkunjung Wisata Pasar Slumpring di Desa bumijawa Kabupaten Tegal. Dengan mengunakan analisis korelasi rank spearman diperoleh nilai rs sebesar 0,597 yang berarti ada pengaruh yang positif dan signifikan antara Advertising dengan keputusan Berkunjung. 2). Direct Marketing berpengaruh signifikan terhadap keputusan Berkunjung Wisata Pasar Slumpring di Desa bumijawa Kabupaten Tegal. Dengan mengunakan analisis korelasi rank spearman diperoleh nilai rs sebesar 0,618 yang berarti ada pengaruh yang positif dan signifikan antara persepsi harga dengan keputusan Berkunjung. 3). Advertising dan Direct Marketing secara simultan berpengaruh kuat terhadap keputusan Berkunjung Wisata Pasar Slumpring di Desa bumijawa Kabupaten Tegal. Dengan mengunakan analisis korelasi berganda diperoleh nilai R sebesar (0,683) 5). Koefisien determinasi berdasarkan analisis di atas yaitu sebesar 46,6% berarti keragaman total yang dijelaskan model pengaruh Advertising dan Direct Marketing secara simultan terhadap keputusan Berkunjung sebesar 46,6% sedangan sisanya sebesar 55,4% oleh faktor lain yang tidak bisa dijelaskan .
Kata kunci : Advertising, Direct Marketing dan Keputusan Berkunjung.
ABSTRACT
Saputra Ardian, NPM: 4115500024. Advertising and Direct Marketing Against the Decision to Visit Slumpring Market Tourism in Bumijawa Village, Tegal Regency.
The purpose of this study is to find out: 1). To find out the effect of Advertising on the decision to visit Slumpring Market Tourism in the village of Bumijawa, Tegal Regency. 2). To determine the effect of Direct Marketing on the decision to Visit Slumpring Market Tourism in the village of Bumijawa, Tegal Regency. 3). To find out the effect of Advertising and Direct Marketing simultaneously on the Slumpring Market Tourism Visit Decision in the village of Bumijawa, Tegal Regency.
The population in this study are consumers who visited Slumpring Market Tourism in the village of Bumijawa, Tegal Regency. The sampling technique used was accidental sampling. Data analysis techniques used are Spearman rank correlation, Spearman rank correlation significance test, multiple correlation analysis, multiple correlation significance test and analysis of the coefficient of determination.
Research results 1). Advertising has a significant effect on the decision to visit Slumpring Market Tourism in the village of Bumijawa, Tegal Regency. By using Spearman rank correlation analysis the value of rs is 0.597, which means there is a positive and significant influence between Advertising and Visiting decisions. 2). Direct Marketing has a significant effect on the decision to Visit Slumpring Market Tourism in the village of Bumijawa, Tegal Regency. By using Spearman rank correlation analysis, the value of rs is 0.618, which means there is a positive and significant influence between price perception and visiting decisions. 3). Advertising and Direct Marketing simultaneously have a strong influence on the decision to Visit Slumpring Market Tourism in the village of Bumijawa, Tegal Regency. By using multiple correlation analysis obtained R values of (0.683) 5). The coefficient of determination based on the above analysis that is equal to 46.6% means that the total diversity explained by the model of the influence of Advertising and Direct Marketing simultaneously on the Visiting decision is 46.6% while the remaining 55.4% is by other factors that cannot be explained.
Keywords: Advertising, Direct Marketing and Visiting Decisions
