Pengaruh Marketing Public Relations terhadap keputusan berkunjung di Taman Nasional Baluran, Situbondo, Jawa Timur

ABSTRAK

Nasional Baluran sebagai salah satu kawasan konservasi yang didalamnya memiliki berbagai macam flora dan fauna dan ekosistem memiliki beragam manfaat baik manfaat bersifat tangible (dalam pemanfaatan skala terbatas) maupun manfaat yang bersifat intangible, berupa produk jasa lingkungan, seperti udara bersih dan pemandangan alam. Karena itu perlu diadakan penelitian untuk meningkatkan kunjungan wisata melalui program pemasaran Strategi Marketing Public Relation yang dilaksanakan oleh pengelola TN. Baluran, Situbondo. Tujuan penelitian ini adalah untuk mengetahui pengaruh Marketing Public Relation terhadap keputusab berkunjung di Taman Nasional Baluran.

Teknik analisis data menggunakan analisis (Regresi Linier Berganda) dengan teknik pengambilan sampel menggunakan systematic random sampling sebanyak 90 responden. Peneliti menggunakan kusioner sebagai alat pengumpul data analisis regresi linier berganda peneliti terdiri dari uji F (uji simultan) dan uji t (uji parsial) dengan mempertimbangkan uji klasik yang terdiri dari multikolinieritas, autokorelasi, heterokedastisitas, normalitas dan linieritas.

Hasil penelitian menunjukkan bahwa secara simultan variabel Publication, Event, Identity Media, dan Public Service Activity mempunyai pengaruh yang cukup kuat hal ini ditunjukkan Fhitung sebesar (14,609) dan jika dilihat dari adjusted R square maka variabel Publication, Event, Identity Media, dan Public Service Activity mempunyai pengaruh yang tidak terlalu signifikan yaitu 40% dan 60% dipengaruhi variabel lain yang tidak diteliti. Hasil penghitungan uji thitung variabel Publication sebesar (1.081), variabel Event memliki nilai thitung sebesar (1.995), variabel Identity Media memliki nilai thitung sebesar (4.098), variabel Public Service Activity memliki nilai thitung sebesar (0,776). Dari sini dapat dilihat dua variabel bahwa thitung >ttabel yang berarati H2 dan H3 ditolak dan H1 dan H4 diteima.

ABSTRACT

Baluran National Park as one of the conservation areas in which there are various kinds of flora and fauna and ecosystems have various benefits both tangible benefits (in the use of limited scale) as well as intangible benefits, in the form of environmental services products, such as clean air and natural scenery. Therefore it is necessary to conduct research to improve the tour through the marketing program Marketing Strategy Public Relations conducted by TN managers. Baluran, Situbondo. The purpose of this study is to determine the effect of Marketing Public Relations on the decision to visit Baluran National Park.

Data analysis technique using analysis (Multiple Linear Regression) with sampling technique using systematic random sampling counted 90 respondents. The researcher uses the kusioner as a means of collecting data of multiple linear regression analysis. The researcher consists of F test (simultaneous test) and t test (partial test) taking into account the classical test consisting of multicollinearity, autocorrelation, heterokedastisitas, normality and linearity.

The results showed that simultaneously the variables Publication, Event, Identity Media, and Public Service Activity has a strong enough influence this is shown fcount (14,609) and if seen from adjusted R square then the variables Publication, Event, Identity Media, and Public Service Activity has a less significant influence that is 40% and 60% influenced by other variables that are not studied. The result of the calculation of the t test of the Publication variable is (1,081), the Event variable has the value of tcount (1.995), the Identity Media variable has the value of (4.098), the Public Service Activity variable has the value of tcount (0.776). From here it can be seen two variables that tcount> ttable with H2 and H3 are rejected and H1 and H4 are accepted.