Pengaruh Destination Product terhadap Behavioral Intention pada pengunjung Bandung Zoo
Abstract
Penelitian ini bertujuan untuk memperoleh gambaran dan pengaruh destination product terhadap behavioral intention pada pengunjung Bandung Zoo. Sampel pada penelitian ini adalah pengunjung Bandung Zoo sebanyak 400 responden dengan menggunakan metode purposive sampling. Teknik analisis data verifikatif yang digunakan adalah Path Analysis dengan dibantu menggunakan software komputer SPSS 25 for Windows. Pelaksanaan destination product di Bandung Zoo berada pada kategori sangat tinggi sedangkan behavioral intention di Bandung Zoo berada pada kategori cukup tinggi. destination product yang terdiri dari physical product,programmes dan people memiliki pengaruh positif terhadap behavioral intention, dengan sub variabel physical product sebagai pengaruh tertinggi. Hasil penelitian menunjukkan bahwa terdapat pengaruh yang signifikan antara destination product terhadap behavioral intention.
Keywords
References
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DOI: https://doi.org/10.17509/jbme.v8i3.64954
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