Penerapan theory of reasoned action: studi kasus pada wisata sejarah

Edy Purwanto, M. Munir Syam AR, Hendryadi Hendryadi

Abstract


Penelitian ini menggunakan theory of reasoned action sebagai teori dasar dalam penelitian ini. Dalam penelitian ini ditambahkan variabel pengetahuan sebagai variabel yang juga dapat mempengaruhi niat konsumen untuk mengunjungi tempat wisata sejarah. Objek dalam penelitian ini adalah tempat wisata sejarah di Kabupaten Sumenep. Sampel dalam penelitian ini sebesar 200 responden yang diambil melalui teknik purposive sampling. Adapun kriteria responden yang digunakan yaitu repsonden mengetahui tentang wisata sejarah di Kabupaten Sumenep. Data diperoleh melalui penyebaran kuisioner kepada responden. Adapun pengujian hipotesis dilakukan dengan analisis regresi linier berganda. Penelitian ini menemukan bahwa variabel sikap terhadap perilaku tidak memiliki pengaruh yang siginifikan terhadap niat untuk berkunjung. Sedangkan variabel norma subyektif dan pengetahuan memiliki pengaruh yang signifikan terhadap niat seseorang untuk berkunjung ke obyek wisata sejarah yang ada di Kabupaten Sumenep.


Keywords


Sikap terhadap perilaku; norma subyektif; pengetahuan; TRA; wisata sejarah

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DOI: https://doi.org/10.30872/jinv.v19i3.12403

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