PENGARUH FAKTOR PENDORONG DAN FAKTOR PENARIK TERHADAP KEPUTUSAN BERKUNJUNG KE MARAWA BEACH CLUB KOTA PADANG
DOI:
https://doi.org/10.31294/pariwisata.v13i1.11568Keywords:
Faktor Pendorong, Faktor Penarik, Keputusan Berkunjung, Marawa Beach ClubAbstract
ABSTRAK
Penelitian ini bertujuan untuk menganalisis pengaruh faktor pendorong (push factors) dan faktor penarik (pull factors) terhadap keputusan berkunjung wisatawan ke Marawa Beach Club Kota Padang. Penelitian dilatarbelakangi oleh penurunan jumlah pengunjung ke Marawa Beach Club sebesar pengunjung menurun 25,71%. Sehingga diperlukan pemahaman mengenai faktor pendorong dan faktor penarik apa saja yang mempengaruhi wisatawan untuk berkunjung ke Marawa Beach Club. Penelitian menggunakan metode kuantitatif deskriptif dengan pendekatan accidental sampling kepada responden wisatawan yang telah berkunjung ke Marawa Beach Club. Analisis data dilakukan menggunakan regresi linier berganda melalui SPSS versi 31. Hasil penelitian menunjukkan bahwa faktor pendorong dan faktor penarik berpengaruh positif dan signifikan terhadap keputusan berkunjung. Secara simultan kedua variabel memberikan kontribusi sebesar 69,7% terhadap keputusan berkunjung, sedangkan sisanya dipengaruhi variabel lain di luar penelitian. Faktor penarik menjadi variabel yang paling dominan memengaruhi keputusan wisatawan, terutama pada indikator informasi dan promosi. Sementara itu, pada faktor pendorong, indikator prestise merupakan motivasi internal yang paling kuat dalam mendorong wisatawan memilih Marawa Beach Club. Penelitian ini menegaskan pentingnya penguatan strategi promosi, peningkatan fasilitas, serta pengelolaan citra objek wisata untuk menarik dan mempertahankan kunjungan wisatawan. Hasil penelitian diharapkan dapat menjadi dasar pertimbangan bagi pengelola dalam meningkatkan kualitas layanan dan daya saing Marawa Beach Club.
Kata Kunci: Faktor Pendorong, Faktor Penarik, Keputusan Berkunjung, Marawa Beach Club.
ABSTRACT
This study aims to analyze the influence of push factors and pull factors on tourists’ visiting decisions to Marawa Beach Club in Padang City. The research was motivated by a decline in visitor numbers from 2022 to 2024, highlighting the need to understand tourist motivation. This study employed a quantitative descriptive method by distributing questionnaires to 100 respondents. Data were analyzed using multiple linear regression with SPSS version 31. The results indicate that both push and pull factors have a positive and significant effect on visiting decisions. Simultaneously, these variables contribute 69.7% to the decision to visit, while the remaining percentage is influenced by variables outside this study. Pull factors are found to be the most dominant variable, particularly regarding information and promotion indicators. Meanwhile, within push factors, prestige emerges as the strongest internal motivation influencing tourists’ decisions to visit Marawa Beach Club. These findings emphasize the importance of strengthening promotional strategies, improving facilities, and enhancing destination image to attract and maintain tourist visits. The results are expected to serve as a reference for management in improving service quality and strengthening the competitiveness of Marawa Beach Club.
Keywords: Push Factors, Pull Factors, Visiting Decision, Marawa Beach Club.
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