PENGARUH CITRA DESTINASI, FASILITAS WISATA, DAN PERSEPSI HARGA TERHADAP KEPUTUSAN BERKUNJUNG DI KEBUN BINATANG GEMBIRA LOKA YOGYAKARTA

Abstract

ABSTRACT

This research was conducted with the aim to determine the effect of destination image, tourist facilities, and price perceptions on the decision to visit the Gembira Loka Zoo in Yogyakarta. This research was conducted using a quantitative approach, samples were taken of 100 visitors who came to the Gembira Loka Zoo in all gender groups, ages, occupations, many visits, and visiting colleagues. Methods of data collection using a questionnaire and then analyzed descriptively, multiple linear analysis, coefficient of determination, f test, and t test. The results of the analysis show that the destination image and price perception variables significantly influence the decision to visit the Gembira Loka Yogyakarta Zoo and the tourism facilities variable does not significantly influence the decision to visit the Yogyakarta Gembira Loka Zoo. Therefore, in managing zoos, it is necessary to pay attention to and maintain the destination's image and price perceptions in order to increase visiting decisions, as well as tourist facilities in order to maintain a beautiful environment.

Keywords: destination image, tourist facilities, price perception, and decision to visit

ABSTRAK

Penelitian ini dilakukan dengan tujuan untuk menguji pengaruh citra destinasi, fasilitas wisata, dan persepsi harga terhadap keputusan berkunjung di Kebun Binatang Gembira Loka Yogyakarta. Penelitian ini dilakukan menggunakan pendekatan kuantitatif, sampel yang diambil sebanyak 100 pengunjung yang datang di Kebun Binatang Gembira Loka pada semua golongan gender, umur, pekerjaan, banyak berkunjung, dan rekan berkunjungnya. Metode pengumpulan data menggunakan kuesioner kemudian dianalisis secara deskriptif, analisis linear berganda, koefisien determinasi, uji f, dan uji t. Hasil analisis menunjukkan bahwa variabel citra destinasi dan persepsi harga berpengaruh secara signifikan terhadap keputusan berkunjung di Kebun Binatang Gembira Loka Yogyakarta dan variabel fasilitas wisata tidak berpengaruh secara signifikan terhadap keputusan berkunjung di Kebun Binatang Gembira Loka Yogyakarta. Dalam mengelola kebun binatang perlu memperhatikan dan memelihara citra destinasi dan persepsi harga demi meningkatkan keputusan berkunjung, dan juga fasilitas wisata demi terjaganya lingkungan yang asri.

Kata kunci: citra destinasi, fasilitas wisata, persepsi harga, dan keputusan berkunjung