PENGARUH EMOTIONAL, ENTERTAINING, INFORMATIVE, FUNCTIONAL DAN SOCIAL TERHADAP TOURIST SHOPPING BEHAVIOR DAN PURCHASE INTENTION PADA WISATAWAN DI KOTA BATAM
DOI:
https://doi.org/10.22437/jmk.v15i02.58727Abstract
Abstrak
Pariwisata ditandai sebagai salah satu sektor penyumbang terbesar penerimaan negara, khususnya di negara yang terkenal dengan objek wisatanya yang beraneka ragam, yakni Indonesia. Indonesia memiliki berbagai destinasi wisata sebagaimana tersebar di ragam daerahnya, termasuk halnya pada Batam sebagaimana terkenal dengan pusat perbelanjaannya. Kedudukan Kota Batam di tengah negara tetangga, seperti Singapura dan Malaysia menyebabkan banyak pengusaha tertarik untuk membuka usaha disana. Maka dari itu, pengusaha perlu mempertimbangkan faktor yang mempengaruhi tourist shopping behavior serta dengan purchase intention pada turis yang menjalankan kunjungannya ke Batam, yakni dengan melibatkan antesedennya dari emotional, entertaining, informative, functional, dan social. Pendekatan kuantitatifnya ditempuh, dengan pemerolehan data dalam upaya penyebaran kuesionernya sebagaimana ditempuh pada 200 respondennya sebagaimana mengacu pada pelanggan dari pada pusat perbelanjaan di Kota Batam. Hasil penelitian menunjukkan bahwa aspek emosional, hiburan, informatif, dan sosial memiliki pengaruh signifikan terhadap perilaku pelanggan. Aspek fungsional tidak menunjukkan pengaruh signifikan terhadap perilaku pelanggan. Terakhir, perilaku pelanggan memiliki pengaruh signifikan dalam membentuk niat pembelian.
Kata kunci: Emotional, Entertaining, Informative, Functional, Social, Tourist Shopping Behavior
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