HUBUNGAN PROGRAM EVENT DENGAN LOYALITAS SAHABAT MUSEUM KONPERENSI ASIA AFRIKA DI KOTA BANDUNG - Noprianti, Gina (2013)
Seiring berkembangnya industri pariwisata tentunya perusahaan ingin memiliki pengunjung yang loyal. Museum Konperensi Asia Afrika memiliki strategi agar mempunyai pengunjung yang loyal, yaitu dengan program cinta museum melalui program sahabat Museum Konperensi Asia afrika. Member setiap tahun meningkat akan tetapi member kurang aktif dalam mengikuti kegiatan dimuseum, guna menciptakan loyalitas sahabat museum salah satu caranya dengan program event yang sering diselenggarakan oleh museum. Oleh karena itu penelitian ini diselenggarakan guna mengetahui apakah program event berpengaruh terhadap loyalitas sahabat Museum Konperensi Asia afrika. Jenis penelitian dalam penelitian ini adalah deskriptif verifikatif dan metode penelitian yang digunakan bersifat kuantitatif. Teknik analisis data menggunakan analisis regresi linear sederhana dengan menggunakan program spss ver 16 untuk membantu perhitungan. Sampel dalam penelitian ini sebanyak 100 responden, yang diambil dari sebagian populasi sahabat Museum Konperensi Asia Afrika sebanyak 847 orang. Dari hasil penelitian ini diketahui bahwa program event memiliki pengaruh yang positif dan hubungan yang cukup kuat terhadap loyalitas sahabat museum konperensi asia afrika yaitu sebesar 19,6 % sedangkan sisanya sebesar 80.4 % merupakan pengaruh dari variabel lainnya yang tidak diteliti. Pihak pengelola museum harus bisa mempertahankan loyalitas sahabat museum dengan cara terus menyelenggarakan berbagai kegiatan secara berkala agar suasana di museum dapat hidup dengan kegiatan yang dilakukan oleh sahabat museum. Kata Kunci : Program Event, Loyalitas, Sahabat Museum As the development of the tourism industry companies certainly want to have a loyal visitor.Asian-African Conference Museum has a strategy in order to have a loyal visitor that is by love museum program, this program through by friends Museum Asia African Conference. Members increases every year but less active members in following museum activities, to create a loyalty friend museum one of the ways to program events that are often hosted by the museum. This study was therefore hosted to determine whether the event program effect on loyalty friend of Asian African Conference Museum. Type of research in this study is descriptive verification and research methods used are quantitative. Analysis using simple linear regression analysis using the program SPSS ver 16 to help the calculation. Through a simple linear regression analysis to know whether there is a positive or negative effect on event program to loyalty friends of Asian-African Conference Museum. The samples in this study were 100 respondents, taken from the majority of the population friend of Asian-African Conference Museum friends as much as 847 people. From the results of this research note that the event program had a positive influence and quite strong correlation to the loyalty of friend of the museum asia africa conference that is equal to 19.6% while the other 80.4% is the influence of other variables that are not researched. The manager of the museum should be able to retain the loyalty of friends the museum in a way continues to host events on a regular basis so that the atmosphere in the museum can live with activities carried out by friends the museum. Keywords: Event Program, Loyalty, Sahabat Museum