IMPLEMENTASI THEORY PLANNED BEHAVIOR DALAM MENGANALISIS PERILAKU PENGUNJUNG PRO-LINGKUNGAN DI TAMAN HUTAN RAYA IR. H. DJUANDA

• Main Author: Velisya Rizkita Junjunan, - (Author)
• Format: Book
• Published: 2021-01-11.
• Subjects: Thesis; NonPeerReviewed
• Online Access: Link Metadata
• Notes: http://repository.upi.edu/59814/1/S_MRL_1700668_Title.pdf; http://repository.upi.edu/59814/3/S_MRL_1700668_Chapter1.pdf; http://repository.upi.edu/59814/4/S_MRL_1700668_Chapter2.pdf; http://repository.upi.edu/59814/5/S_MRL_1700668_Chapter3.pdf; http://repository.upi.edu/59814/6/S_MRL_1700668_Chapter4.pdf; http://repository.upi.edu/59814/7/S_MRL_1700668_Chapter5.pdf; http://repository.upi.edu/59814/8/S_MRL_1700668_Appendix.pdf
• Keywords: GV Recreation Leisure; L Education (General)

Tujuan dari penelitian ini adalah untuk menganalisis perilaku pengunjung pro-lingkungan di Taman Hutan Raya Ir. H. Djuanda dengan mengimplementasikan theory planned behavior. Dalam menganalisis perilaku pengunjung pro-lingkungan mengacu kepada theory planned behavior dengan lima variabel penelitian yaitu sikap pengunjung pada lingkungan, norma subjektif, persepsi kontrol perilaku sebagai variabel eksogen. Kemudian, intensi perilaku dan perilaku pengunjung pro-lingkungan sebagai variabel endogen. Data dikumpulkan melalui penyebaran kuesioner menggunakan teknik purposive sampling yang merupakan metode dalam menentukan sampel dengan mempertimbangkan beberapa hal tertentu. Dengan pertimbangan sampel yaitu pengunjung Taman Hutan Raya Ir. H. Djuanda periode kunjungan 2018 - 2020 dengan minimal satu kali kunjungan yang diperoleh sebanyak 262 responden. Proses analisis data menggunakan partial least square - structural equation model (PLS-SEM) dengan bantuan aplikasi Smart PLS 3. Hasil penelitian ini menunjukkan bahwa sikap pengunjung pada lingkungan dan persepsi kontrol perilaku berpengaruh positif terhadap intensi perilaku (behavioral intention), sedangkan norma subjektif berpengaruh negatif terhadap intensi perilaku (behavioral intention). Kemudian, persepsi kontrol perilaku dan intensi perilaku (behavioral intention) berpengaruh positif terhadap perilaku pengunjung pro-lingkungan (actual behavior). Penelitian ini dapat memberikan referensi dan penguatan dalam mengimplementasikan theory planned behavior. Selain itu, dapat membantu pengelola Taman Hutan Raya Ir. H. Djuanda untuk lebih memahami perilaku pengunjung terhadap lingkungan dan menemukan saran yang terbaik untuk pengembangan kawasan wisata di kemudian hari. Kata Kunci: Theory Planned Behavior, Sikap Pengunjung Pada Lingkungan, Norma Subjektif, Persepsi Kontrol Perilaku, Intensi Perilaku, Perilaku Pengunjung Pro-Lingkungan, Kawasan Konservasi Abstract: The objective of this study was to analyze the pro-environmental behavior of visitors at the Djuanda Forest Park by implementing the theory of planned behavior. In analyzing the behavior of pro-environmental visitors, it referred to the theory of planned behavior by using five research variables, including attitudes of visitors to the environment, subjective norms, and perceived behavioral control as exogenous variables. Then, behavioral intention and pro-environmental behavior of visitors as endogenous variables. The data were collected by distributing questionnaires using the purposive sampling technique, which is a method of determining samples by considering certain things. Taking into account the sample, visitors to the Forest Park, Ir. H. Djuanda visit period 2018 - 2020 with at least one visit with responses from 262 respondents. The data analysis process used the partial least square - structural equation model (PLS-SEM) with the help of the Smart PLS 3 application. The results of this study showed that attitudes of visitors to the environment and perceived behavioral control had a positive effect on behavioral intention, while subjective norms had a negative effect on behavioral intention. negative toward the behavioral intention. Then, perceived behavioral control and behavioral intention had a positive effect on the pro-environmental behavior of visitors (actual behavior). This study can provide reference and reinforcement in applying the theory of planned behavior. Besides, it can help the manager of the Djuanda Forest Park to better understand visitor behavior towards the environment and find the best suggestions for the development of tourist areas in the future. Keywords: Theory of Planned Behavior, Attitudes of Visitors to the Environment, Subjective Norms, Perceived Behavioral Control, Behavioral Intention, Pro-Environmental Behavior of Visitors, Conservation Areas