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RAHMI SRI INTAN MARDHATILLAH-FEB.Pdf ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI PURCHASE INTENTION WISATAWAN PADA BISNIS KULINER DI KAWASAN WISATA HALAL DI BUKITTINGGI SKRIPSI Diajukan untuk Memenuhi Persyaratan Memperoleh Gelar Sarjana Ekonomi (S,E.) Oleh : Rahmi Sri Intan Mardhatillah NIM : 11160860000020 JURUSAN EKONOMI SYARIAH FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS ISLAM NEGERI SYARIF HIDAYATULLAH JAKARTA 1441 H / 2020 ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI PURCHASE INTENTION WISATAWAN PADA BISNIS KULINER DI KAWASAN WISATA HALAL DI BUKITTINGGI SKRIPSI Diajukan Untuk Memenuhi Persyaratan Memperoleh Gelar Sarjana Ekonomi (S,E.) Oleh : Rahmi Sri Intan Mardhatillah NIM : 11160860000020 Di Bawah Bimbingan: Pembimbing Dr. Sofyan Rizal, M.Si. NIP. 197604302011011002 JURUSAN EKONOMI SYARIAH FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS ISLAM NEGERI SYARIF HIDAYATULLAH JAKARTA 1441 H / 2020 M iii LEMBAR PENGESAHAN UJIAN KOMPREHENSIF Hari ini Jumat tanggal 06 bulan Maret Tahun Dua Ribu Dua Puluh telah dilakukan Ujian Komprehensif atas mahasiswa: 1. Nama : Rahmi Sri Intan Mardhatillah 2. NIM : 11160860000020 3. Jurusan : Ekonomi Syariah 4. Judul Skripsi : Analisis Faktor-faktor yang Mempengaruhi Purchase Intention Wisatawan pada Bisnis Halal di Kawasan Wisata Halal di Bukittinggi Saya mencermati dan memperhatikan penampilan dan kemampuan yang bersangkutan selama proses ujian komprehensif, maka diputuskan bahwa mahasiswa tersebut di atas dinyatakan lulus dan diberi kesempatan untuk melanjutkan ke tahap Ujian Skripsi sebagai salah satu syarat untuk memperoleh gelar Sarjana Ekonomi pada Jurusan Ekonomi Syariah Fakultas Ekonomi dan Bisnis Universitas Islam Negeri Syarif Hidayatullah Jakarta. Jakarta, 06 Maret 2020 1. Dr. Nofrianto, S.Ag, M.Ag. (________________________) NIP. 197611112003121002 Penguji 1 2. Rr. Tini Anggraeni, S.T, M.Si. (________________________) NIP. 2010088001 Penguji 2 iv LEMBAR PENGESAHAN UJIAN SKRIPSI Hari ini Senin, tanggal 19 bulan Oktober tahun Dua Ribu Dua Puluh telah dilakukan Ujian Skripsi atas mahasiswa: 1. Nama : Rahmi Sri Intan Mardhatillah 2. NIM : 11160860000020 3. Jurusan : Ekonomi Syariah 4. Judul Skripsi : Analisis Faktor-faktor yang Mempengaruhi Purchase Intention Wisatawan pada Bisnis Halal di Kawasan Wisata Halal di Bukittinggi Setelah mencermati dan memperhatikan penampilan dan kemampuan yang bersangkutan selama ujian Skripsi, maka diputuskan bahwa mahasiswa tersebut di atas dinyatakan lulus dan skripsi ini diterima sebagai salah satu syarat untuk memperoleh gelar Sarjana Ekonomi pada Fakultas Ekonomi Universitas Islam Negeri Syarif Hidayatullah Jakarta. Jakarta, 19 Oktober 2020 1. Dr. Nofrianto, S.Ag. M.Ag. (________________________) NIP. 197611112003121002 Ketua 2. Dr. Sofyan Rizal, M.Si. (________________________) NIP. 197604302011011002 Pembimbing 3. Prof. Dr. M. Nur Rianto Al Arif, M.Si. (________________________) NIP. 198110132008011006 Penguji Ahli v LEMBARAN PERNYATAAN KEASLIAN KARYA ILMIAH Yang bertanda tangan di bawah ini 1. Nama : Rahmi Sri Intan Mardhatillah 2. NIM : 11160860000020 3. Jurusan : Ekonomi Syariah 4. Fakultas : Ekonomi dan Bisnis Dengan ini menyatakan bahwa dalam penulisan skripsi ini, saya: 1. Tidak menggunakan ide orang lain tanpa mampu mengembangkan dan mempertanggungjawabkan. 2. Tidak melakukan plagiasi terhadap naskah karya orang lain. 3. Tidak menggunakan karya orang lain tanpa menyebutkan sumber asli atau tanpa izin pemilik karya. 4. Tidak melakukan permanipulasian dan pemalsuan data. 5. Mengerjakan sendiri karya ini dan mampu bertanggung jawab atas karya ini. Jikalau di kemudian hari ada tuntutan dari pihak lain atas karya saya, dan telah melalui pembuktian yang dapat dipertanggungjawabkan, ternyata memang ditemukan bukti bahwa saya telah melanggar pernyataan ini, maka saya siap dikenai sanksi berdasarkan atauran yang berlaku di Fakultas Ekonomi dan Bisnis Universitas Islam Negeri Syarif Hidayatullah Jakarta. Demikian pernyataan ini saya buat dengan sesungguhnya. Jakarta, 19 Oktober 2020 Yang Menyatakan Rahmi Sri Intan Mardhatillah vi DAFTAR RIWAYAT HIDUP IDENTITAS DIRI Nama : Rahmi Sri Intan Mardhatillah Jenis Kelamin : Perempuan Tempat, Tanggal Lahir : Sitapung, 27 Juni 1997 Kewarganegaraan : Indonesia Status : Belum Menikah Tinggi/Berat : 169 CM / 65 KG Golongan Darah : AB Agama : Islam Pendidikan Terakhir : SMA Alamat : Perumahan Bukit Sawangan Indah Blok A11 No. 5 Duren Mekar Bojongsari Sawangan Depok No. HP : 08228420832X E-mail : [email protected] PENDIDIKAN TERAKHIR 2002 – 2003 : TK Budi Mulia Pasanehan 2003 – 2009 : SDN 03 Pasanehan 2009 – 2013 : MTS Swasta TI Pasir 2013 – 2016 : SMA Negeri 1 Ampek Angkek 2016 – 2020 : Ekonomi Syariah (S1) UIN Syarif Hidayatullah Jakarta vii PENGALAMAN ORGANISASI 2016 - 2017 : Anggota Departemen Penelitian dan Pengembangan HMJ Ekonomi Syariah UIN Jakarta 2017 - 2018 : Sekretaris Koordinator Sosial dan Keislaman HMJ Ekonomi Syariah UIN Jakarta 2017 - 2018 : Anggota Divisi Humas dan Media KSEI LiSEnSi UIN Jakarta 2018 - 2019 : Sekretaris Bidang Advokasi Kohati Komisariat Ekonomi dan Bisnis UIN Jakarta 2018 - 2019 : Bendahara Umum Hamti-P Jabodetabek 2019 : Wakil Koordinasi Divisi Kewirausahaan KSEI LiSEnSi UIN Jakarta 2019 - 2020 : Sekretaris Bidang P3A Komisariat Ekonomi dan Bisnis UIN Jakarta PENGALAMAN KEPANITIAAN 2016 : Panitia Seminar Nasional Sharia Economic Festival 2016 2017 : Panitia Divisi Konsumsi Company Visit UIN Jakarta 2017 : Panitia Divisi PHDD Sekolah Pasar Modal Syariah KSEI LiSEnSi UIN Jakarta 2017 : Panitia KPPS FEB UIN Jakarta 2017 : Panitia Olimpiade Ekonomi Islam Sharia Economic Festival 2017 2018 : Panitia Panwaslu FEB UIN Jakarta 2018 : Panitia Taaruf KMM Ciputat 2018 : Panitia AGTS GMF Smalam 2018 : Panitia CEO Sharia Economic Festival 2020 2019 : Sekretaris Pelaksana WeShare 2020 viii PENGALAMAN MAGANG 2018 : Staff Gugus Jaminan Mutu (GJM) FEB UIN Jakarta 2019 : Staff GA Masyarakat Ekonomi Syariah (MES) 2019 - 2020 : Asisten Peneliti Dosen FEB UIN Jakarta 2020 : Staff Claim Reasuransi Jiwa PT. Reasuransi Indonesia Utama PENGALAMAN LOMBA 2018 : Lomba Pengembangan Ekonomi Islam Temilreg 2018 KEMAMPUAN KHUSUS 1. Microsoft Office (Word, Power Point dan Excel) 2. Bahasa (Indonesia dan English) 3. Olah Data (SPSS, E-Views dan Smart-PLS) ix Analysis of Factors Affecting Tourists Purchase Intention in Halal Business in the Halal Tourism Area of Bukittinggi ABSTRACT This study aims to determine the characteristics of tourists in choosing culinary foods and to analyze the influence of religiosity, halal awareness, halal certification, word of mouth and destination image on tourist purchase intentions in the culinary business in tourist areas. The type of research used is quantitative research with SEM-PLS research methods using SmartPLS 3.0 software. Collecting data through distributing questionnaires to tourists who come to visit halal tourism in Bukittinggi, consisting of 216 respondents who have met the research criteria. The results showed that positively the factors that influence the purchase interest of tourists are the image of the destination, halal awareness and halal certification. Destination image is the variable that most influences tourists' purchase intention. Meanwhile, religiosity and word of mouth do not negatively affect tourists' buying interest in the culinary business in the halal tourism area in Bukittinggi. Keywords: Purchase Intention, Tourists, Culinary, SEM-PLS x Analisis Faktor-faktor yang Mempengaruhi Purchase Intention Wisatawan pada Bisnis Halal di Kawasan Wisata Halal Bukittinggi ABSTRAK Penelitian ini ditujukan untuk mengetahui karakteristik wisatawan dalam memilih makanan kuliner serta menganalisis pengaruh religiusitas, kesadaran halal, sertifikasi halal, word of mouth dan citra destinasi terhadap niat beli wisatawan pada bisnis kuliner di kawasan wisata. Jenis penelitian yang digunakan adalah penelitian kuantitatif dengan metode penelitian SEM-PLS menggunkan software SmartPLS 3.0. Pengambilan data melalui penyebaran kuesioner kepada wisatawan yang datang berkunjung ke wisata halal di Bukittinggi yang terdiri dari 216 responden yang telah memenuhi kriteria penelitian. Hasil penelitian menunjukkan bahwa secara positif faktor yang mempengaruhi minat beli wisatawan adalah citra destinasi, kesadaran halal dan sertifikasi halal. Citra destinasi menjadi variabel yang paling mempengaruhi purchase intention wisatawan. Sedangkan religiusitas dan word of mouth secara negatif tidak berpengaruhi minat beli wisatawan pada bisnis kuliner yang ada di kawasan wisara halal di Bukittinggi. Kata Kunci : Minat beli, Wisatawan, Kuliner, SEM-PLS xi KATA PENGANTAR Assalamu’alaikum Warahmatullaahi Wabarakaatuh. Alhamdulillaahhi Robbil ‘Alamin, segala puji dan syukur kehadirat Allah SWT. yang telah melimpahkan rahmat serta karunia-Nya sehingga peneliti dapat menyelesaikan skripsi ini. Shalawat serta salam semoga tercurahkan kepada Nabi Besar Muhammad SAW. beserta keluarga dan para sahabat-Nya. Skripsi yang berjudul “Analisis Faktor-faktor yang Mempengaruhi Purchase Intention Wisatawan pada Bisnis Halal di Kawasan Wisata Halal di Bukittinggi”, diajukan untuk memenuhi persyaratan guna meraih gelar Sarjana Ekonomi (S.E). Selama proses penulisan skripsi ini, peneliti mendapat dukungan dari berbagai pihak, baik berupa doa, arahan, motivasi, bantuan serta bimbingan yang sangat berarti dari berbagai pihak. Oleh karena itu, peneliti mengucapkan terima kasih kepada: 1. Orang tua tercinta, Ibu Imma Sulastri dan Bapak Yasril yang telah memberikan segala sesuatu yang berharga bagi peneliti dan selalu memberikan doa, waktu, semangat, tenaga,
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