Analisis Sikap, Norma Subyektif dan Perceived Behavior Control terhadap Minat Pengunjung (Studi Kasus Taman Mini Indonesia Indah)

Mashithoh, Heriyanni (2009) Analisis Sikap, Norma Subyektif dan Perceived Behavior Control terhadap Minat Pengunjung (Studi Kasus Taman Mini Indonesia Indah). Masters thesis, Universitas Sahid.

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Abstract

Taman Mini Indonesia Indah (TMII) is the most popular and familiar tourism destination for the citizens of Jakarta and other cities in Indonesia and even for foreigners. TMII is a developing project to create a complete Indonesia with all of its resources in a miniature form. In it's 24 years, it has been a developed recreational place, with a complete supporting facilities and good accessibility. As a well-known destination and the only one in Indonesia, TMII is very potential to create tourists' intention. However, TMII is facing a declining number of visitors since 2002. The Theory of Planned Behavior from Ajzen and Fishbein is implemented to investigate the intention of TMII's visitor by using attitude, subjective norms and perceived behaviour control as the independent variables. This study is aimed to analyze the impact of attitude, subjective norms and perceived behaviour control toward the intention of TMII's visitor. Attitude is defined into attitude toward image, attitude toward the service and supporting facilities, attitude toward attraction, and attitude toward the price of TMII. The subjective norms refers to the social pressure from the salient reference to visit or not to visit a certain destination. The salient referents in this research are relatives, friends, superior (at work or school's headmaster), neighbours, and promotion of TMII. While perceived behaviour control (PBC) is also determined into PBC toward the image, attraction, service and supporting facilities, accessibility and price. The multiple linear regression is used to analyze the effect of all of the independent variables toward the dependent variable. The result of the study shows that (1) attitude, subjective norms and perceived behaviour control altogether, significantly impact the intention of visitors to choose TMII as a destination (2) attitude significantly impact the intention of visitors to choose TMII as a destination, (3) subjective norms significantly impact the intention of visitors to choose TMII as a destination, and (4) perceived behaviour control impact the intention of visitors to choose TMII as a destination.

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