Analisis Segmentasi Pasar Wisatawan Di Kabupaten Kendal (Studi Kasus Pada Pengunjung Agrowisata Tirto Arum Baru Kendal)

Lutfia, Alissa Deva and , Dra. Mabruroh, M.M (2022) Analisis Segmentasi Pasar Wisatawan Di Kabupaten Kendal (Studi Kasus Pada Pengunjung Agrowisata Tirto Arum Baru Kendal). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze the differences in perceptions of tourist visitors in terms of demographic variables which include age, gender, education, occupation, and income on the quality of tourism services and the segmentation of benefits that are taken into consideration by tourists visiting tourist attractions in Kendal Regency. The sampling technique in this research uses non-probability sampling with incidental sampling technique with 100 respondents. The test is carried out with Chi Square Test and Cluster Analysis using SPSS 25 Software. The results of this research show that there is no difference in perception in terms of age and gender of visitors. and there are differences in perceptions in terms of education, employment, and visitor income on the quality of tourism services. Found 4 groups of tourists in the search for benefit segmentation.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Market Segmentation, Service Quality, Cluster Analysis
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	ALISSA DEVA LUTFIA
Date Deposited:	10 Aug 2022 12:38
Last Modified:	10 Aug 2022 12:38
URI:	http://eprints.ums.ac.id/id/eprint/103048

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