PENGARUH LOKASI DAN HARGA TERHADAP MINAT BELI PENGUNJUNG PADA WISATA KULINER CAR FREE DAY DI KOTABARU

Abstract

This study aimed to find out the influence of location and price on visitors' purchase interest in Car Free Day Culinary Tourism in Kotabaru partially and simultaneous.

The study method used quantitative with Non Probability Sampling in the form of Purposive Sampling. The data used were primary data, which are obtained directly from the objects to be studied in the form of questionnaires to 385 respondents. The data were analyzed using multiple linear regression statistical tools.

From the results of this study based on a partial test (t-test) it shows that location has a partial significant effect on visitors’ purchasing interest in the Car Free Day Culinary Tour in Kotabaru and price also has a partial significant effect on visitors’ purchasing interest in the Car Free Day Culinary Tour in Kotabaru. The simultaneous test (f test) it proves that all independent variables, namely the Location variable (X1), Price (X2) have a significant effect on the Purchase Interest variable (Y). Where it is known that the calculated f value is 200.346> 3.02. Based on the results of the beta coefficient, it proves that the Price variable (X2) was more dominant and has a significant effect on the Purchase Interest variable (Y). With the beta coefficient value of the Price variable (X1) = 0.434. Based on the test by the coefficient of determination (R), it can be concluded that Location (X1), and Price (X2), have a large effect from the data analysis above, it was known that the Adjusted R Square is 0.509. This means that 50.9% of the visitor's purchase interest variable can be explained by the location and price variables, while the rest (100% -50.9% = 49.1%) was influenced by other factors not included in this study such as product diversity, promotion or customer satisfaction.

Keywords : Location, Price, Purchase Interest

Abstrak

Penelitian ini bertujuan untuk mengetahui pengaruh lokasi dan harga terhadap minat beli pengunjung pada Wisata Kuliner Car Free Day di Kotabaru baik secara parsial maupun secara simultan.

Metode penelitian yang digunakan adalah kuantitatif dengan Non Probability Sampling berupa Purposive Sampling. Data yang dipakai adalah data primer, yang diperoleh secara langsung dari objek yang akan diteliti dalam bentuk kuesioner kepada 385 responden. Teknik analisis data dalam penelitian ini menggunakan analisis regresi linier berganda.

Dari hasil penelitian ini berdasarkan uji parsial (uji t) menunjukkan bahwa lokasi berpengaruh signifikan secara parsial terhadap minat beli pengunjung pada Wisata Kuliner Car Free Day di Kotabaru dan harga juga berpengaruh signifikan secara parsial terhadap minat beli pengunjung pada Wisata Kuliner Car Free Day di Kotabaru. Uji simultan (uji f) membuktikan bahwa semua variabel bebas yaitu variabel Lokasi (X1), Harga (X2) berpengaruh secara signifikan terhadap variabel Minat Beli (Y). Dimana diketahui nilai f hitung 200,346 > 3,02. Berdasarkan hasil koefisien beta membuktikan bahwa variabel Harga (X2) lebih dominan mempengaruhi secara signifikan terhadap variabel Minat Beli (Y). Dengan nilai koefisien beta variabel Harga (X1) = 0,434. Berdasarkan uji secara koefisien determinasi (R) dapat disimpulkan Lokasi (X1), dan Harga (X2), berpengaruh besar dari analisis data di atas diketahui bahwa besarnya Adjusted R Square 0,509. Hal ini berarti 50,9% variabel minat beli pengunjung dapat dijelaskan oleh variabel lokasi dan harga, sedangkan sisanya (100%-50,9%=49,1%) dipengaruhi oleh faktor lain yang tidak termasuk dalam penelitian ini seperti keragaman produk, promosi atau kepuasan pelanggan.

Kata Kunci : Lokasi, Harga, Minat Beli