INFLUENCE OF PUBLIC RELATION ON ATRIBUTTES PRODUCT ON VISITING DECISION THE MUSEUM
Arciana Damayanti

UNIVERSITAS PENDIDIKAN INDONESIA

Abstract

This study was conducted to determine the effect of product attributes to the visiting decision the National Education Museum visitors in Bandung. The independent variables (exogenous) or as a variable that affects the (independent) are attributes of the product (X) consisting of five (5) dimensions, namely Attractions and Environmental Destinations, Ameneties or Services and Facilities Destinations, Accessibility Destinations, Image, and Networking. The research problem which is the dependent variable (endogenous) or a variable that is affected (dependent) is the decision to visit, which consists of six (6) dimensions, namely the selection of products /services, the choice of brand, the choice of dealer, time of visits, the number of visits, and payment methods. This type of research use descriptive research and verification to the 35 visitors of the National Museum of Education, through questionnaires given.
The sampling technique used in this study is a random sampling technique for moving population (mobile sampling) and data analysis techniques used is to use structural equation modeling (SEM) and the path diagram to know how product attributes influence on the decision to visit. The results showed that attractions, ameneties, accessibility, image, and networking together have a positive influence on the visiting decision to the National Museum of Education as a museum that is quite interested visitors. That way, if an increase in the quality of the tourism product attributes, it can strengthen the identity of the National Education Museum. The greatest impact was partially influence destinations attractions and Environment, while the smallest effect is networking for the influence of the visiting decision.

Keywords: product attributes, visiting decision

Topic: Marketing Management