Studi tentang Dorongan Minat Beli Ulang oleh Pengunjung Kampung Tulip (Bandung)
Abstract
Dewasa ini, dominasi industri pariwisata telah menarik antusias para pengunjung. Menariknya, sektor tersebut juga tidak kalah pentingnya berkontribusi pada keberlanjutan sosial dan ekonomi lokal. Prioritas penelitian ini berutujuan untuk menguji determinasi antara pemasaran eksperiensial dan kualitas pelayanan terhadap minat beli ulang. Teknik verifikatif berbasis pendekatan kuantitatif-deskriftif mendukung instrumen pengujian. Sampel dikembangkan melalui metode non-probability sampling yang melibatkan 100 informan yang berkunjung di Kampung Tulip secara insidental. Metode analisis data diterapkan dengan analisis jalur (path analysis). Temuan menjelaskan beberapa poin penting mengacu relevansi hipotesis. Secara parsial, pemasaran eksperiensial akan berpengaruh terhadap minat beli ulang sebesar 34,4%. Adapun kualitas pelayanan berpengaruh terhadap minat beli ulang mencapai 29,1%. Disamping itu, terkait pengaruh secara simultan antara pemasaran eksperiensial dan kualitas pelayanan terhadap minat beli ulang diperoleh 63,5%. Pemasaran eksperiensial dan kualitas pelayanan sebagai aspek pendorong minat beli pengujung perlu diperluas dalam rangka kontribusi praktis dan akademis. Pekerjaan besar lanjutan menanti untuk memperbaiki kelemahan penelitian.
Keywords:
Pemasaran eksperiensial, kualitas pelayanan, minat beli ulang, daya tarik, pengunjung, Bandung
References
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Kant, R., & Jaiswal, D. (2017). The impact of perceived service quality dimensions on customer satisfaction: an empirical study on public sector banks in India. International Journal of Bank Marketing, 35(3), 411-430. https://doi.org/10.1108/IJBM-04-2016-0051
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Priyanto, R., Syarifuddin, D., & Martina, S. (2018). Perancangan model wisata edukasi di objek wisata Kampung Tulip. Jurnal Abdimas BSI: Jurnal Pengabdian Kepada Masyarakat, 1(1), 32-38. https://doi.org/10.31294/jabdimas.v1i1.2863.g1856
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Wijayanti, T. C., Kurniawan, D. A., Darma, D. C., & Hakim, Y. P. (2021). Evaluation on social media marketing from customers. Webology, 18(2), 598-615. https://doi.org/https://doi.org/10.14704/WEB/V18I2/WEB18341
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Zhu, F. X., Wymer, W., & Chen, I. (2002). IT‐based services and service quality in consumer banking. International Journal of Service Industry Management, 13(1), 69-90. https://doi.org/10.1108/09564230210421164
Buwono, R. I., Filemon, G., Wisudawati, T., & Saputro, W. A. (2021). The effect of customer satisfaction and brand equity on the interest in repurchasing sugar. Airlangga Journal of Innovation Management, 2(1), 29-37. http://dx.doi.org/10.20473/ajim.v2i1.26627
Dhakal, C. (2019). Interpreting the basic outputs (SPSS) of multiple linear regression. International Journal of Science and Research, 8(6), 1448-1452. http://dx.doi.org/10.21275/4061901
Dewi, I. G., Riana, I. G., Kasuma, J., Mcguinness, E., Maria, S., & Darma, D. C. (2021). Predicting organizational citizenship behavior through psychological ownership and job satisfaction in four-star hotels. GeoJournal of Tourism and Geosites, 37(3), 807–813. https://doi.org/10.30892/gtg.37310-712
Erfan, M., Maulyda, M. A., Ermiana, I., Hidayati, V. R., & Widodo, A. (2020). alidity and reliability of cognitive tests study and development of elementary curriculum using Rasch model. Psychology, Evaluation, and Technology in Educational Research, 3(1), 26-33. http://dx.doi.org/10.33292/petier.v3i1.51
Fida, B. A., Ahmed, U., Al-Balushi, Y., & Singh, D. (2020). Impact of service quality on customer loyalty and customer satisfaction in Islamic banks in the sultanate of Oman. SAGE Open, 10(2), 1-10. https://doi.org/10.1177/2158244020919517
Frinaldi, A. (2019). Policy management to develop tourism work culture consciousness and increasing visiting people’s satisfaction. Jurnal Studi Pemerintahan, 10(1), 49-67. https://doi.org/10.18196/jgp.10197
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Harisno, H., & Herby, D. (2018). The analysis of factors affecting the buying interest of e-commerce customers. Communication and Information Technology Journal, 12(1), 13-18. https://doi.org/10.21512/commit.v12i1.2089
Harsoyo, H. (2021). Analisis potensi penerimaan pajak dan retribusi daerah dari sektor pariwisata Kota Semarang. Jurnal Ekonomi dan Ekonomi Syariah, 4(2), 731-741. https://doi.org/https://doi.org/10.36778/jesya.v4i2.380
Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention: A general structural equation model. European Journal of Marketing, 37(11/12), 1762-1800. https://doi.org/10.1108/03090560310495456
Hermawan, H., Brahmanto, E., Musafa, M., & Suryana, S. (2018). Upaya mewujudkan wisata edukasi di Kampung Tulip Bandung. Jurnal Abdimas BSI: Jurnal Pengabdian Kepada Masyarakat, 1(1), 45-54. https://doi.org/10.31294/jabdimas.v1i1.2865.g1858
Hermawan, P., Widiyanti, R., Mayangsari, L., & Novani, S. (2018). Urban tourism development for bandung city, Indonesia: a preliminary study. International Journal of Business and Society, 19(1), 73-86. http://www.ijbs.unimas.my/images/repository/pdf/Vol19-no1-paper6.pdf
Hofisi, C., Hofisi, M., & Mago, S. (2014). Critiquing interviewing as a data collection method. Mediterranean Journal of Social Sciences, 5(16), 60-64. https://www.richtmann.org/journal/index.php/mjss/article/view/3280
Ilmi, Z., Darma, D. C., & Wijayanti, T. C. (2020). Can servqual mediate from the store atmosphere and customer satisfaction?. Management Theory and Studies for Rural Business and Infrastructure Development, 42(3), 359-368. https://doi.org/10.15544/mts.2020.36
Juliana, J., Beanardo, M. F., Hering, J. N., Jennifer, I., & Ricky, R. (2021). Integration expectation confirmation theory and AISAS model in coffee shop repurchase intention. Jurnal Manajemen Bisnis, 8(2), 255-267. https://doi.org/10.33096/jmb.v8i2.788
Larocca, M. T., Ladeira, R., da Sliva, Á. L. & Mello, R. C. (2020). Experience marketing: a study of the conceptual aspects. Cadernos EBAPE.BR, 18, 781-793. http://dx.doi.org/10.1590/1679-395120190079x
Lee, T-C., & Peng, M. (2021). Green experiential marketing, experiential value, relationship quality, and customer loyalty in environmental leisure farm. Frontiers in Environmental Science, 9, 657523. http://dx.doi.org/10.3389/fenvs.2021.65752
Kant, R., & Jaiswal, D. (2017). The impact of perceived service quality dimensions on customer satisfaction: an empirical study on public sector banks in India. International Journal of Bank Marketing, 35(3), 411-430. https://doi.org/10.1108/IJBM-04-2016-0051
Martín-Cejas, R. R. (2006). Tourism service quality begins at the airport. Tourism Management, 27(5), 874-877. https://doi.org/10.1016/j.tourman.2005.05.005
Maulana, A. B., & Hermana, C. (2021). Pengaruh kompetensi dan pelatihan terhadap kinerja pegawai pada Dinas Tenaga Kerja dan Transmigrasi Kabupaten Karawang. Eqien: Jurnal Ekonomi dan Bisnis, 8(2), 93–100. https://doi.org/10.34308/eqien.v8i2.214
Murtini, S. (2021). The effects of experiential values and satisfaction on revisit intention. Jurnal Manajemen Bisnis, 8(1), 169-181. https://doi.org/10.33096/jmb.v8i1.728
Nurcholis, L., & Ferdianto, R. (2021). How to expand repurchase intention? the intervening impact of attitude towards mobile shopping. Binus Business Review, 12(1), 11-19. https://doi.org/10.21512/bbr.v12i1.6454
Pakurár, M., Haddad, H., Nagy, J., Popp, J., & Oláh, J. (2019). The service quality dimensions that affect customer satisfaction in the Jordanian banking sector. Sustainability, 11(4), 1113. https://doi.org/10.3390/su11041113
Prakash, A., & Mohanty, R. P. (2012). Understanding service quality. Production Planning and Control, 24(12), 1-16. https://doi.org/10.1080/09537287.2011.643929
Priyanto, R., Syarifuddin, D., & Martina, S. (2018). Perancangan model wisata edukasi di objek wisata Kampung Tulip. Jurnal Abdimas BSI: Jurnal Pengabdian Kepada Masyarakat, 1(1), 32-38. https://doi.org/10.31294/jabdimas.v1i1.2863.g1856
Rismayanthi, C. (2020). Validity and reliability test of screening questionnaires training movement appropriate to elderly people. Medikora, 19(2), 112-119. https://doi.org/10.21831/medikora.v19i2.34866
Same, S., & Larimo, J. (2012). Marketing theory: experience marketing and experiential marketing. The 7th International Scientific Conference “Business and Management 2012”, May 10-11, 2012, Vilnius, Lithuania. https://doi.org/10.3846/bm.2012.063
Santos, J. (2003). E‐service quality: a model of virtual service quality dimensions. Managing Service Quality: An International Journal, 13(3), 233-246. https://doi.org/10.1108/09604520310476490
Schmitt, B., & Zarantonello, L. (2013). Consumer experience and experiential marketing: a critical review. In: Malhotra, N.K. (Ed.) Review of Marketing Research (Review of Marketing Research, Vol. 10), Emerald Group Publishing Limited, Bingley, pp. 25-61. https://doi.org/10.1108/S1548-6435(2013)0000010006
Sutton, J., & Austin, Z. (2015). Qualitative research: data collection, analysis, and management. The Canadian Journal of Hospital Pharmacy, 68(3), 226–231. https://doi.org/10.4212/cjhp.v68i3.1456
Taber, K. S. (2018). The use of Cronbach’s Alpha when developing and reporting research instruments in science education. Research in Science Education, 48(1), 1273–1296. https://doi.org/10.1007/s11165-016-9602-2
Urdea, A.-M., & Constantin, C. P. (2021). Experts’ perspective on the development of experiential marketing strategy: implementation steps, benefits, and challenges. Journal of Risk and Financial Management, 14(10), 502. https://doi.org/10.3390/jrfm14100502
Ushantha, R. A., Wijeratne, A. W., & Samantha, P. A. (2014). Customers’ perception on service quality towards satisfaction: an application of servperf in state sector banks in Sri Lanka. European Journal of Business and Management, 6(4), 72-81. https://www.iiste.org/Journals/index.php/EJBM/article/view/10763
Wahyuningsih, D. (2021). Factors that influence interest repurchase tourist visitors. Almana: Jurnal Manajemen dan Bisnis, 5(2), 297-310. https://doi.org/10.36555/almana.v5i2.1683
Wijayanti, T. C., Kurniawan, D. A., Darma, D. C., & Hakim, Y. P. (2021). Evaluation on social media marketing from customers. Webology, 18(2), 598-615. https://doi.org/https://doi.org/10.14704/WEB/V18I2/WEB18341
Zarkasyi, M. R., Kuniawan, D. A., & Darma, D. C. (2021). The prospect of “Halal tourism” destination: an strategy for Ponorogo Regency, East Java (Indonesia). ASEAN Journal on Hospitality and Tourism, 19(2), 158-166. https://doi.org/10.5614/ajht.2021.19.2.06
Zhu, F. X., Wymer, W., & Chen, I. (2002). IT‐based services and service quality in consumer banking. International Journal of Service Industry Management, 13(1), 69-90. https://doi.org/10.1108/09564230210421164
Published
2022-06-01
How to Cite
Wahyuningsih, D., Pratidhina, P., A., E., & Darma, D. (2022). Studi tentang Dorongan Minat Beli Ulang oleh Pengunjung Kampung Tulip (Bandung). Jesya (Jurnal Ekonomi Dan Ekonomi Syariah), 5(2), 1238-1251. https://doi.org/https://doi.org/10.36778/jesya.v5i2.654
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Articles
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