Penerapan Theory Planned Behavior Dalam Memprediksi Revisit Intention Lokasi Wisata di Pulau Ambon

Arthur Sitaniapessy

doi:10.33557/mbia.v22i2.2500

Arthur Sitaniapessy Politeknik Negeri Ambon

DOI: https://doi.org/10.33557/mbia.v22i2.2500

Keywords: Tourism Attitude, Subjective Norms, Perceived Behavioral Control, Revisit Intention

Abstract

The theory of Planned Behavior is one of the theories that can be used in predicting individual behavior in the future, including testing tourist intentions and behavior towards tourist sites that have been visited before. This study aims to apply the Theory of Planned Behavior (TPB) in predicting the revisit intention of tourists to tourist sites on Ambon Island. The variables included to support the application of TPB include tourist attitudes, subjective norms, and perceived behavioral control, which are antecedent variables of revisit intention. Respondents in this study were 141 students from various universities in Ambon City. Instrument testing was carried out using validity and reliability. The results of hypothesis testing using multiple regression show that all hypotheses proposed are supported. This indicates that tourist attitude, subjective norms, and perceived behavioral control strongly predict revisit intention.

Keywords: Tourism attitude, subjective norms, perceived behavioral control, revisit intention.

Abstrak

Theory of Planned Behavior merupakan salah satu teori yang dapat digunakan dalam memprediksi perilaku individu di masa yang akan datang termasuk untuk menguji niat dan perilaku wisatawan terhadap lokasi wisata yang pernah dikunjungi sebelumnnya. Tujuan dari penelitian ini mengaplikasikan Theory of Planned Behavior (TPB) dalam memprediksi revisit intention dari wisatawan terhadap lokasi-lokasi wisata yang ada di Pulau Ambon. Variabel yang disertakan untuk mendukung penerapan TPB ini antara lain sikap wisatawan, norma subyektif dan perceived behavioral control yang adalah variabel antesenden dari revisit intention. Responden dalam penelitian ini adalah mahasiswa berbagai universitas di Kota Ambon yang berjumlah 141 orang. Pengujian instrumen dilakukan dengan menggunakan validitas dan reliablitas. Hasil pengujian hipotesis yang menggunakan regresi berganda menunjukkan bahwa seluruh hipotesis yang diajukan terdukung. Hal ini mengindikasikan bahwa Sikap wisatawan, norma subyektif dan perceived behavioral control merupakan prediktor kuat dari revisit intention.

Kata kunci: Sikap wisatawan, norma subyektif , perceived behavioral control, revisit intention.

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Acknowledgement

Penelitian ini didanai oleh Watase Uake (http://watase.web.id). Terima Kasih untuk Dr. Lilik Wahyudi, SE., M.Si selaku Founder dan Project Leader Watase Uake.

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