Pengaruh Harga yang Dirasakan Terhadap Minat Kunjungan Berulang Melalui Nilai yang Dirasakan Pada Bangunan Berkonsep Penggunaan Kembali di Kawasan Kota Tua Jakarta

Anita Maulina, Rayhan Altair Waskito, Budiana Ruslan


A b s t r a c t

The aim of this study is to analyze the effect of perceived price revisit intention through the perceived value of adaptive reuse concept buildings in Kota Tua Jakarta. The research method used is descriptive analysis with a quantitative approach and the data collection is carried out through questionnaires to 261 respondents. The questionnaires obtained will be processed using the Structural Equation Modeling (SEM) method with the SmartPLS application. The results of the study show that perceived price have a positive and significant effect revisit intention through the perceived value of adaptive reuse concept buildings in Kota Tua Jakarta. Perceived price has an additional impact on perceived value to increase interest in revisit intention. Tourists feel the price earned makes the perceived value more useful. Perceived value is an exchange rate between all the benefits and costs that must be incurred to travel. Perceived value can be increased by adding price perception value to tourists in the form of positive experiences, knowledge and characteristics of buildings in the Kota Tua of Jakarta. This research also provides an understanding of the variables that influence revisit intention to Kota Tua Jakarta and helps the government and managers of Kota Tua Jakarta to formulate policies for tourist destinations in Kota Tua Jakarta in the future.

A b s t r a k

Tujuan penelitian ini untuk menganalisis pengaruh harga yang dirasakan terhadap minat kunjungan berulang melalui nilai yang dirasakan pada bangunan berkonsep adaptive reuse di Kawasan Kota Tua Jakarta. Metode penelitian yang digunakan adalah metode analisis deskriptif dengan pendekatan kuantitatif serta pengumpulan data melalui penyebaran kuisioner pada 261 responden. Kuisioner yang diperoleh diproses melalui metode Structural Equation Modelling (SEM) dengan bantuan aplikasi SmartPLS. Hasil penelitian menunjukan bahwa harga yang dirasakan berpengaruh secara positif dan signifikan terhadap minat kunjungan berulang melalui nilai yang dirasakan pada gedung berkonsep adaptive reuse di Kawasan Kota Tua Jakarta. Harga yang dirasakan memberikan dampak tambahan terhadap nilai yang dirasakan untuk meningkatkan minat kunjungan berulang. Wisatawan merasakan harga yang diperoleh membuat nilai yang dirasakan semakin bermanfaat. Nilai yang dirasakan merupakan sebuah nilai tukar antara semua manfaat dan biaya yang harus dikeluarkan untuk melakukan wisata. Nilai yang dirasakan dapat ditingkatkan dengan menambah nilai harga yang dirasakan kepada para wisatawan berupa pengalaman positif, pengetahuan dan ciri khas gedung yang ada di Kawasan Kota Tua Jakarta. Penelitian ini juga memberikan pemahaman tentang variabel yang mempengaruhi minat wisatawan untuk melakukan kunjungan ke Kota Tua Jakarta serta membantu pemerintah dan pengelola Kota Tua Jakarta untuk merumuskan kebijakan destinasi wisata Kawasan Kota Tua Jakarta dimasa mendatang.


perceived price; perceived value; revisit intention; Kota Tua Jakarta

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