PENGARUH MOTIVASI TERHADAP KEPUASAN PENGUNJUNG EVENT INDONESIA COMIC-CON DI BALAI SIDANG JAKARTA CONVENTION CENTER - Ayu Tiara Andini, - (2018)
PENGARUH MOTIVASI TERHADAP KEPUASAN PENGUNJUNG EVENT INDONESIA COMIC CON DI BALAI SIDANG JAKARTA CONVENTION CENTER ABSTRAK Oleh Ayu Tiara Andini NIM. 1404181 Penelitian ini bertujuan untuk mengukur variabel motivasi yang memiliki 5 sub-variabel yaitu motivasi escape, novelty, socialization, event attraction and cultural experience, dan educational value dan mengukur pengaruhnya terhadap kepuasan pengunjung event Indonesia Comic Con. Metode penelitian ini adalah deskriptif dengan pendekatan kuantitatif dan verifikatif. Sampel penelitian adalah 100 orang pengunjung yang telah berkunjung ke event Indonesia Comic Con minimal 1 kali. Teknik analisis data yang digunakan adalah teknik analisis linier berganda agar dapat diketahui seberapa tinggi pengaruh setiap sub-variabel terhadap kepuasan pengunjung event Indonesia Comic Con. Hasil uji regresi menunjukkan bahwa ke-lima sub-variabel berpengaruh terhadap kepuasan pengunjung, dan faktor motivasi yang memiliki nilai signifikansi tertinggi adalag faktor motivasi Educational Value. Hasil penelitian dan pengolahan kuisioner menunjukan bahwa dari ke-lima sub-variabel motivasi, motivasi socialization mendapatkan skor paling rendah. Walaupun motivasi memiliki pengaruh terhadap kepuasan, hal lain seperti fasilitas, pengalaman yang didapat, serta kesuksesan program event Indonesia Comic Con pun turut andil dalam mempengaruhi kepuasan pengunjung. Kata kunci: Motivasi, festival dan event, kepuasan pengunjung. Indonesia Comic Con MOTIVATION AND ITS IMPACT ON VISITOR'S SATISFACTION: INDONESIA COMIC CON EVENT IN BALAI SIDANG JAKARTA CONVENTION CENTER ABSTRACT by Ayu Tiara Andini NIM. 1404181 This study aimed to examine the variables of motivation that consists of 5 sub-variables namely escape, novelty, socialization, event attractions and cultural exploration, and educational value and measure their influence on Indonesia Comic Con's visitor's satisfaction. This is a descriptive research with a quantitative and verificative approach. A questionnaire was designed for 100 visitors who had visited Indonesia Comic Con to survey their motivations and to measure satisfaction with various aspects of the event using multiple linear regression technique to measure each sub-variables' influence towards visitor's satisfaction. The multiple linear regression result shows that each of the sub-variables has a role in influencing visitor's satisfactions, with motivation to obtain educational values being the most significant factor, although socialization motive was the least influencing motivation amongst other motivations. Eventhough motivation has a role in influencing visitor's satisfaction, various aspects of the event such as facilities, visitor's experience and various programs of the event were also keys to obtaining visitor's satisfaction. Keywords: Motivation, festival and event, visitor's satisfaction, Indonesia Comic Con