PENGARUH BAURAN PEMASARAN JASA MUSEUM TERHADAP KEPUTUSAN MENGUNJUNGI MUSEUM SRIBADUGA BANDUNG: Survei PadaPengunjung Museum Sribaduga Bandung

• Main Author: Ramadhan, Insan Barkah (Author)
• Format: Book
• Published: 2014-10-23.
• Subjects: Thesis; NonPeerReviewed
• Online Access: Link Metadata
• Notes: http://repository.upi.edu/16601/2/S_PEM_0900318_Title.pdf; http://repository.upi.edu/16601/2/S_PEM_0900318_Abstract.pdf; http://repository.upi.edu/16601/7/S_PEM_0900318_Table_of_content.pdf; http://repository.upi.edu/16601/2/S_PEM_0900318_Chapter1.pdf; http://repository.upi.edu/16601/3/S_PEM_0900318_Chapter2.pdf; http://repository.upi.edu/16601/4/S_PEM_0900318_Chapter3.pdf; http://repository.upi.edu/16601/5/S_PEM_0900318_Chapter4.pdf; http://repository.upi.edu/16601/6/S_PEM_0900318_Chapter5.pdf; http://repository.upi.edu/16601/1/S_PEM_0900318_Bibliography.pdf; http://repository.upi.edu/16601/2/S_PEM_0900318_Appendix.pdf
• Keywords: AM Museums (General). Collectors and collecting (General); H Social Sciences (General)

Negara Indonesia yang dikategorikansebagainegaradenganberagamkebudayaan, denganlebihdarisatudimensiperbedaan. Salah satukota yang ada di Indonesia yaitu Kota Bandung yang menjadi target wisatawansaatini, salahsatuobjekwisatawan yang ada di kota Bandung yaitu Museum, salahsatunya museum Sribaduga. Kota Bandung sebagaikotawisatadapatdimanfaatkanuntukmenambahdayatarikwisatawan agar berkunjungke museum Sribaduga. Permasalahandidalampenelitianiniadalahbagaimanapengaruhbauranpemasaranjasa museum terhadapkeputusanmasyarakatuntukmengunjungi museum Sribaduga agar wisatawantertarikuntukmengunjungi museum Sribaduga dan meningkatkanjumlahkunjungan. Penelitian ini bertujuan untuk mengetahui gambaran dan pengaruhbauranpemasaranjasa museum terhadapkeputusanmengunjungi museum Sribaduga. Penelitian ini menggunakan metode deskriptif dan verifikatif dengan jumlah sampel sebanyak 100 orang responden yang diambil dari pengunjung museum Sribaduga. Teknik analisis yang digunakan adalah koefisien korelasi pearson dan analisis regresi sederhana. Hasil penelitian menunjukan bahwa bauranpemasaranjasa museumdan keputusanmengunjungi museum Sribadugaberada pada kategori kuat. Hasil perhitungan korelasi sebesar 0,778 artinya terdapat hubungan yang kuat antara bauranpemasaranjasa museumdengan keputusanmengunjungi museum. Hasil perhitungan analisis regresi sederhana menunjukan adanya pengaruh dari bauranpemasaranjasa museumterhadap keputusanmengunjungi museum sebesar 60,6% sedangkan sisanya yakni 39,4% dipengaruhi oleh faktor-faktor yang tidak diteliti. Berdasarkan hasil penelitian mengenai pengaruhbauranpemasaranjasa museum terhadapkeputusanmengunjungi museum , peneliti menyarankan kepada pihak pengelola museum Sribadugauntuk senantiasamelakukanbauranpemasaranjasa yang efektif agar wisatawantertarikuntukmengunjungi museum Sribaduga Bandung. Indonesia Country is categorized as a country with diverse cultures, with more than one dimension of difference. One of the towns that existed in Indonesia namely Bandung city who became a target of tourists at this time, one of the tourist objects that exist in the city of Bandung which Museum, one museum Sribaduga. The city of Bandung as the city tour can be utilized to increase the attraction of tourists to pay a visit to the museum Sribaduga. The problem in this research is how the influence of the musem service marketing mix against the decision of the community to visit the museum for tourists interested in visiting the museum and increase the number of visits This research aims to know the image and influence of the museum marketing service marketing mix decisions visit museum Sribaduga This research uses descriptive method and verifikatif with a total sample of 100 people respondents drawn from museum visitors Sribaduga. Analytical techniques used is the coefficient of correlation of pearson and simple regression analysis. The research results showed that museum services and marketing mix decisions visit Sribaduga museum located in the strong category. Results calculation of the correlation of 0,778 means there is a strong relationship between marketing mix services museum with the museum's decision. Simple regression analysis calculation results indicate the presence of the influence of the museum services marketing mix of visiting the museum of 60,6% while the rest i.e. 39.4% are affected by factors that are not examined. Based on the results of research regarding the influence of the museum services marketing mix of visiting the museum, researchers suggest to the Manager Sribaduga to always do the museum marketing mix of effective services for travelers interested in visiting the museum Sribaduga in Bandung.