PENGARUH EVENT MARKETING TERHADAP PROSES KEPUTUSAN BERKUNJUNG MELALUI EVENT RAMADHAN FAIR KE KOTA MEDAN : Survei terhadap Wisatawan Nusantara yang berkunjung ke Kota Medan

• Main Author: Tarigan, Rizly Padanta (Author)
• Format: Book
• Published: 2017-08-28.
• Subjects: Thesis; NonPeerReviewed
• Online Access: Link Metadata
• Notes: http://repository.upi.edu/29101/1/S_MPP_0800507_Title.pdf; http://repository.upi.edu/29101/2/S_MPP_0800507_Abstract.pdf; http://repository.upi.edu/29101/3/S_MPP_0800507_Table_of_content.pdf; http://repository.upi.edu/29101/4/S_MPP_0800507_Chapter1.pdf; http://repository.upi.edu/29101/5/S_MPP_0800507_Chapter2.pdf; http://repository.upi.edu/29101/6/S_MPP_0800507_Chapter3.pdf; http://repository.upi.edu/29101/7/S_MPP_0800507_Chapter4.pdf; http://repository.upi.edu/29101/8/S_MPP_0800507_Chapter5.pdf; http://repository.upi.edu/29101/9/S_MPP_0800507_Bibliography.pdf; http://repository.upi.edu/29101/10/S_MPP_0800507_Appendix.pdf
• Keywords: HB Economic Theory; HF Commerce

Kota Medan merupakan destinasi wisata unggulan di Indonesia. Pada 3 tahun terakhir, tingkat kunjungan ke Kota Medan mengalami peningkatan namun tidak sesuai dengan target yang telah dicanangkan oleh Dinas Kebudayaan dan Pariwisata Kota Medan, Pihak Dinas Kebudayaan dan Pariwisata Kota Medan berupaya meningkatkan kunjungan wisata dengan cara mengadakan even marketing berupa event ramadhan fair. Tujuan Penelitian ini adalah untuk memperoleh temuan mengenai pelaksanaan event marketing, keputusan berkunjung dan pengaruh dari event marketing terhadap proses keputusan berkunjung. Jenis Penelitian yang digunakan adalah deskriptif dan verifikatif, dengan teknik sampling systematic random sampling, serta jumlah sampel 98 responden. Teknik analisis data yang digunakan adalah regresi linear berganda. Temuan penelitian menunjukan bahwa event marketing dan keputusan berkunjung memiliki tanggapan tinggi. Event Marketing dengan dimensi entertainment (X1), excitement (X3) dan enterprise (X3) mempunyai pengaruh signifikan terhadap proses keputusan berkunjung.;---Medan is the leading tourist destinations in Indonesia. In the last 3 years, the level of visits to the city of Medan has increased but not in accordance with the targets that have been launched by the Department of Culture and Tourism of Medan, The Department of Culture and Tourism of Medan seeks to increase tourist visits by organizing marketing events such as Ramadan fair event. Purpose of this study was to obtain findings regarding the implementation of event marketing, traveling and influence decisions from event marketing to the decision process visit. Type of research is descriptive and verification, with a systematic random sampling technique sampling, as well as the number of samples of 98 respondents. The data analysis technique used is multiple linear regression. The study's findings indicate that event marketing and the decision has been a high response. Event Marketing with entertainment dimension (X1), excitement (X3) and enterprise (X3) has a significant influence on the decision to visit.