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Download Article (PDF) Asia Tourism Forum 2016 – The 12th Biennial Conference of Hospitality and Tourism Industry in Asia (ATF-16) The Influence of Packaging Towards The Purchase Decision of Travel Packages in Bale Seni Barli-Kota Baru Parahyangan Pengaruh Packaging Terhadap Keputusan Pembelian Paket Wisata Seni di Bale Seni Barli-Kota Baru Parahyangan Micky Andrea Yunus Indonesia University of Education Bandung, West Java Email: [email protected] Abstract-West Java has many potential The population in this research are tourist attractions, began to develop at this educational institutions with the sample size time, such as natural attractions, artificial, using the formula of Slovin, thus obtained a cultural, culinary, and special interest. One sample of 42 respondents. The sampling tourist attraction that develop nowadays is technique used is sample random sampling art tourist destination. Its development can and data analysis technique used is multiple be seen in Bandung, Bandung Regency, and regression analysis. Based on the results of West Bandung Regency. Bale Seni Barli- the variables studied, showing that the effect Kota Baru Parahyangan is one of the art of packaging on purchase decisions tourist destination in West Bandung outbound tour packages for 79,9%, while the Regency, this destination offers a variety of remaining 20,1% is influenced by other activities which is workshop for tourists. In variables not examined in this study, such as order to increase the visitor, the the quality of products and promotions. management of Bale Seni Barli-Kota Baru Parahyangan offers a tour packages Keywords—packaging, purchase (packaging) with the main target are decision, tour packages education institutions such as kindergarten, elementary, junior high, and high school. I. INTRODUCTION Related to the matter so that the research Tourism has become one of the largest about the influence packaging towards the industries in the world, provide of purchase decision of tour packages to employment as well as its role in the world student tourists, in order to obtain findings economy continues to increase. Tourism as on the effect of packaging consisting of or an industry of invisible export has an impact demand generators include attractions, on the effect of multidimensional, such as provide value to the customer, consistent creating jobs, reducing poverty, improving quality and compatibility, be well planned the economy of a country or region to be a and coordinated, distinctive customer priority for the national economy, as well as benefits, and covers all the details on the other industries, such as handicraft purchasing decisions tour packages to industry, lodging, and transportation. student travelers Bale Seni Barli-Kota Baru Art tours are included in the category of Parahyangan. The research used descriptive special interest tours. Art tourism has at least verification type and the method used is an two definitions, the first point of view takes explanatory survey using an ordinal scale. from its cultural side, such as the placement of statues, monuments, and/or murals or art exhibition for cosmetic reasons society and © 2016. The authors – Published by Atlantis Press 0481 Asia Tourism Forum 2016 – The 12th Biennial Conference of Hospitality and Tourism Industry in Asia (ATF-16) the second one is the commercial side where of components measurable and the views of the community or hear some immeasurable that make up an activity at a form of artistic expression in the exchange tourist attraction as a destination attractions, for payment. According to Getz (2010: 9) destination facilities and services, reveals that there are several arts and accessibility, images of the destination, and cultural attractions are included in the art of the price to the consumer. travel, namely (1) static art, architecture, and The success of packaging in the tourism installations; (2) an annual festival or industry must be supported by a variety of celebration is cultural or ritual; and (3) a factors that support and provide benefits not creative experience that is education or only for tourists but also for tourism special interests that brings the educative organizations that has been made. According activities or special interests. to Morrison (2010: 404) there are five Bale of Barli-Kota Baru Parahyangan is factors that play a role in increasing the use the alternative tourist attraction in West of the package as a marketing tool services Bandung regency located in Kota Baru in the tourism industry, including the smooth Parahyangan. Bale Seni Barli Kota Baru pattern of business, improve profitability, Parahyangan is one of special interest tours help marketing strategies segmenting, help that focused on the promotion and it offers products, the relationship between the travel various art activities. Bale Seni Barli Kota hospitality and travel organization. From Baru Parahyangan is one of particular various dimensions of packaging according interest in this regard included in the travel to the experts, the researcher will refer to the category of art. With the packages that are theory proposed by Morrison (2010: 417) offered, Bale Seni Barli is expected to attract because these dimensions is appropriate with tourists to come and buy tour packages. It the conceptual travel packages art on the can influence purchase decision and be more research’s object. These dimensions consist consideration for tourists to match the needs of attraction or demand generators, value, with the desire, and to see how effective the planning and coordination, consistent quality package in order to add the value of the and compatibility and covers all the details. activities to the tourists. B. The Concept of Purchase Decision II. LITERATURE REVIEW A decision involves a choice between two A. Concept of Packaging or more alternative actions (behavior). Purchase decision is the process by which The marketing mix is part of the buyers choose one of several options based marketing activities that have an important on product or brand to be consumed. role in influencing consumers to buy Business buyers usually face a more products or services offered. Tjiptono (2011: complex purchase decision of the end 39) argues that Marketing Mix is a set of consumer. Purchasing often involve large tools that can be used to establish the amounts of money and the interaction characteristics of the services offered to between people who shared level in the tourists. Packaging in many ways is part of a organization of the buyer. In business buyer marketing orientation and a way to produce of the purchase processing is more and meet the needs of tourists through complicated, business buyer require a longer service facilities. Packaging is very time to make decision. Business buyer’s customer-oriented, its satisfies customer’s behavior is the behavior of the purchasing needs that are varied, including the desire of organizations that buy goods and services the tourists in a package and is based on the that being used in the production of order of demand from tourists itself. According products and services sold, rented, or Middleton and Clarke (2001: 124), The supplied to other profit (Kotler and relationship between the tourism product Armstrong, 2012: 201). and packaging to form a bundle that consists © 2016. The authors – Published by Atlantis Press 0482 Asia Tourism Forum 2016 – The 12th Biennial Conference of Hospitality and Tourism Industry in Asia (ATF-16) III. HYPOTHESES RESEARCH provide a distinctive customer benefits, and Hypothesis is a tentative conclusion that covers all the details on purchase decision in must be verified or tentative proposition can Bale Seni Barli-Kota Baru Parahyangan on be said about the relationship between two student tourists. or more variables (Masyhuri and Zainuddin, IV. RESEARCH METHODOLOGY 2011: 142). Hypotheses usually accepted as a temporary statement as true as it was and The unit of analysis in this study is 42 is a guide working in the verification (Ikbar, student tourists who purchased travel art 2012: 141) or in the form of repetition of the packages in Bale Barli-Kota Baru problem statement with weighting prediction Parahyangan. Based on the period of the research related to the results of a study study research method that is involves (Suharsaputra, 2012: 60). Based on the collecting sample data set of the population understanding about hypothesis above, then carried out only one time and in a period of the researcher compose this hypothesis as less than one year, the research method used follows:”There is a significant relationship is cross sectional method (Sugiyono, 2010: between attractions or demand-generators, 5) Survey method is being used to collect provide value to the customer, consistent information on the part of the population quality and compatibility, be well-planned with the aim to find out what they thought and coordinated, provide distinctive benefit, about the object itself. covers all the details towards purchase The questionnaire contains questions and decision in Bale Seni Barli-Kota Baru statements concerning the characteristics of Parahyangan. respondents have been developed to measure Based on the theories that have been put variables packaging and purchase decision forward, the proposed hypothesis should be in Bale Barli-Kota Baru Parahyangan. proven through research. Research in Instruments are divided into four sections. formulating a hypothesis supported by some Part I consists of 7 questions about of the premise as follows: demographic characteristics of respondents, 1. The tour package is one of the factors that i.e. gender, age, region of origin, the last create the visitor experience for tourists. education, employment, occupation, income Arsenault and Gale (2004: 21) per month. Part II consists of 5 parts of 2. Package has implications for the tourists’ respondent experiences. Part III consists of consideration to travel. 18 questions to measure packaging Rewastrakunphaiboon and Oppewal (2004: consisting of attractions or demand 183) generators, provide value to the customer, be 3. The tour package is one effective way of well planed and coordinated, offer consistent dealing with potential travelers.
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