PPENGARUH SEGMENTASI PASAR TERHADAP MINAT BERKUNJUNG KE SEA WORLD ANCOL

Ronald Setiawan, Andari Tirtadidjaja

Abstract


Sea World Ancol is a tourist attraction for entertainment, education, and conservation that offers the beauty and diversity of aquatic biota through aquarium. Sea World management has implemented market segmentation since this place opened in 1994. This market segmenting was implemented to overcome the small number of visitors on weekdays by approaching the education sector so that it can attract students on weekdays. Therefore, this research aims to find out how much influence market segmentation has on interest in visiting Sea World Ancol. The approach used in this research is a quantitative method with an associative research strategy. The sampling procedure used in this research was purposive sampling, with a total of 100 respondents calculated using the Slovin formula. The data in this study was obtained through a questionnaire distributed using Google form with a 1-6 Likert Scale. Based on hypothesis testing, namely the t-test, market segmentation variables influence tourist interest in visiting Sea World Ancol. The coefficient of determination hypothesis test states that the market segmentation variable has an influence of 77.4 percent while the other 22.6 percent is influenced by other factors outside this research.

Keywords


Sea World Ancol;market segmentation;interest in visiting;tourist destination

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DOI: http://dx.doi.org/10.47256/kji.v18i3.535

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Diterbitkan oleh:
Lembaga Penelitian dan Pengabdian kepada Masyarakat
Sekolah Tinggi Pariwisata Ambarrukmo Yogyakarta



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