Research Paper
Year: 2019 | Month: October | Volume: 6 | Issue: 10 | Pages: 308-314
Analysis of the Effect of Product and Tourism Promotion on Tourist Return Interests in Dairi Regency
Reza Pahlevi, Sukaria Sinulingga, Robert Sibarani
Master of Management, Universitas Sumatera Utara
Corresponding Author: Reza Pahlevi
ABSTRACT
This study aims to determine: (1) the effect of the product on tourist return interests in Dairi Regency. (2) the effect of tourism promotion on tourist return interests in Dairi Regency. (3) the effect of the product and tourism promotion on tourist return interests in Dairi Regency. This research is categorized as a quantitative descriptive study, where the research instrument is in the form of a questionnaire. The populations in this study were archipelago tourists visiting Dairi Regency with a sample of 110 respondents. The validity test tool uses the construct validity method, the reliability test uses the cronbach alpha formula and multiple regression analysis is used as a hypothesis test in this study. The results of the study found that: (1) the product had a positive and significant effect on tourist return interests in Dairi Regency with a significance level of 0,000. (2) tourism promotion has a positive and significant effect on tourist return interests in Dairi Regency with a significance level of 0,000. (3) product and tourism promotion simultaneously have a positive and significant effect on tourist return interests with a significance level of 0,000. The magnitude of the coefficient of determination (R2) of the product and tourism promotion simultaneously has a positive effect on tourist return interests in Dairi Regency is 0,598 (59.8%).
Key words: Product, Tourism Promotion, Tourist Return Interests
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