THE MOTIVATIONS and TOURIST SATISFACTION ROLES on DESTINATION LOYALTY (Study of Muslim Tourist in Yogyakarta, Central Java)

THE MOTIVATIONS AND TOURIST SATISFACTION ROLES ON

DESTINATION LOYALTY

(Study Of Muslim Tourist in Yogyakarta, Central Java)

UNDERGRADUATE THESIS

Submitted to Faculty of Economics and Business For Acquiring Bachelor Degree of Economics

by:

Nugroho Wicaksono

1113081100007

MANAGEMENT DEPARTMENT INTERNATIONAL PROGRAM FACULTY OF ECONOMICS AND BUSINESS SYARIF HIDAYATULLAH STATE ISLAMIC UNIVERSITY JAKARTA 1439H/ 2018

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CURICULUM VITAE

Name : Nugroho Wicaksono

Place, Date of Birth : Tangerang, April 3 1994

Address : Reni Jaya Flamboyan I AA 13/9, West Pamulang

South Tangerang - 15417

Hoby : Motorcycle Touring

Phone Number : 085693902129

Email : [email protected]

Religion : Islam

Formal Educational background :

 State Islamic University Syarif Hidayatullah Jakarta, Faculty Economic and business (2013-2018)

 Bogor Agricultural University, Major enviromental resource economic Faculty Economic and management (2012 – 2013)  SMA N 1 Tangerang Selatan, Major Sains (2009-2012)  SMP N 1 Pamulang (2006 – 2009)  SD N Pamulang 1 ( 2000 – 2006)

Informal educational background :

 Nurul Fikri (2009-2012)  Maestro (2006-2009)  Cambridge School of English (2005-2009)

Organization Record :

 Member of management internal organization division of external college relationship ( 2013 -2014)  Chairman of division arts and culture internal student organitation SMAN 1 Tangerang Selatan (2011-2012)  Member of Young green leaders national organization chapter Jabodetabek (2011-2012)  Member division appreciation of nationality internal student organization SMAN 1 Tangerang Selatan (2010-2011)  Vice chairman of Islamic organitation SMPN 1 Pamulang (2008-2009)

ABSTRAK

Penelitian ini ditujukan untuk menganalisis pengaruh dari push motivation dan pull motivation terhadap kepuasan wisatawan dan loyalitas wisatawan terhadap destinasi wisata. Responden untuk penelitian ini adalah wisatawan yang pernah berkunjung ke Yogyakarta. Penelitian ini menggunakan hasil dari responden sebanyak 100 orang responden. Penelitian ini menggunakan metode Partial Least Square (PLS) untuk menganalisa data Dengan menggunakan software SmartPls3.0. Hasil dari penelitian ini menunjukan tujuh hipotetsis diterima dari jumlah sembilan hipotesis yang diuji untuk menunjukan hubungan antar variable. Pull motivation menunjukan hubungan signifikan terhadap variable loyalitas destinasi secara langsung ataupun dengan melalui variable kepuasan turis.

Kata kunci : pull , push , kepuasan wisatawan, loyalitas destinasi, Yogyakarta

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ABSTRACT

This research analyze the influence of push motivation motivation and pull motivation towards tourists satisfaction roles destination loyalty .The respondents for this research were tourists who has visited yogyakarta .This research result was used 100 respondents. This reseacrh used model Partial Least Square (PLS) to analyze data this research used software SmartPLS3.0. The result of this research show that there are seven hypoteses significant from total nine hypoteses that tested to show relationship with other variable.Pull motivation shows significant relationship with variable destination loyalty directly or indirect through tourist satisfaction

Key words : pull , push, tourist satisfaction, Destination loyalty, Yogyakarta

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FOREWORD

Bismillahirrahmanirrahim

Assalamua‟laikum warahmatullahi wabarakatuh

Alhamdullilah, thanks to my almighty God Allah Subhanahu Wataa‟la who have been provide islam as a guidance for people in the world, with justice, walfare, perfection and blessing.. Sholawat and salam deliver to prophet Muhammad Shallalllahu Alayhi wa Sallam, as the deliver the message, deliver amanah,and giving good advice to people

This thesis title is “The motivation and tourist satisfaction rolos on destination loyalty, study case of muslim tourist in Yogyakarta,Central Java” then i complete this thesis in order to obtain bachelor degree of Economy in Faculty Economics and Business faculty State Islamic University Syarif Hidayatullah Jakarta. Alhamdulillah,

With the help and blessing from Allah Subhanahu Wataa‟la, this thesis can be done, although i realized there are still many deficient for writing this thesis. Hope this thesis can be usefull for others.

I say thanks to the people who have helped me in the preparation of this thesis :

1. Allah Subhanahu Wataa‟la yang maha segalanya, yang melimpahkan karunianya, serta ilmu pengetahuan yang tidak terhingga sehingga saya dapat menyelesaikan skripsi ini 2. Prof. Dr. Dede Rosyada, MA as a rector of State Islamic University Syarif Hidayatullah Jakarta

3. Dr. M. Arief Mufraini, LC, M.si ad Dean of Economic and business faculty State Islamic university Syarif Hidayatullah Jakarta 4. Titi Dewi Warninda, M.si, as a head of Major Management Economic and business faculty State Islamic University Syarif Hidayatullah Jakarta 5. Ela Patriana, MM as a secretary of Major Management, Thank you for all your patient, and suggestion while i‟m as a student in Management. Thank you Mrs Ela. 6. Cut Erika Ananda F, MBA, as thesis supervisor. Thank you for the time that given to me for consultation, and give me recommendations during finishing thesis. 7. Dra. Madinatul Musyarofah, as a head of Academic economic and business faculty, Thank you for your care and give advice to me during finishing my studies in management international program. 8. Mardiani Bonik S.Far, Ahmad Ghazali, Ajib, as academic staff economic and business faculty, all of you very helpful and care thankyou.

Jakarta, February 2018

SPECIAL THANKS

This thesis I dedicate to :

1. My beloved mother, Hj. Yumami. and my beloved father Drs. H. Suyatin MM, who never tired to give love, support, and prayer to me. Also your advice to me so far, Drop sweat “Bapak” that can be my motivation and love from “Mama” for your unlimited prayers and support towards me. I don‟t know how my life without my mom and my father. Love you so much. 2. My old brother, H.Widhi Wicaksono SE, MM, and his wife Ria Yunita, S.Gz also my nephew Khalisa Hanifa Wicaksono. Thank you for all your suggestion and support me also sharing of happiness with warm every weekend in our parents house. 3. My young sister, Tri Wulandari. Who helping me and be my place confide for all my activities and my concerned. I hope you can be better than your brother and may allah bless you to be a doctor pediatrician 4. Umaymah Azmy, Thank you for helping me, teach me with patient and kindness. May Allah give you barakah that everything you have done for me. 5. Khalis Dea “My coffe girl” who never tired to give support , care, motivate and listen while i‟m worry. Thank you for give me “lessons” and accompnied me in the last time of my studies in Syarif Hidayatullah Jakarta. 6. My touring team, Andhika Putra S.Ant, and Setyaji Laksono. who always accompanied me for the trip with two wheels. Thank you so much to be good friends so far. I hope we can still trip togehther in other time. 7. Last population of Management International Program 2013, Rizqo Yanu, Naufal Khozin, Rendy Budi, Siti Nurma, Sahila Diniswara,

Agnes Kartika, Ahmad Idun, Wendy, Abdulmajid, Riajani Garniera, Ida Rosidah, Anindya, Enggar, Dhani ramdani. As a kindness friend, thankyou for sharing, discussion, and moment of happiness in class. 8. Fitria Ramawanti S.Keb, who give me good advice for love affair in maturity process. Thanks for all moment that we share together with “Uni young sister‟‟, Silfia sisil. May allah give barakah and happiness for both of you. 9. My junior in islamic state university syarif hidayatullah Jakarta , Hani Afrahanifah, Liza Septiana, Kamil, Miftah, Salsabila salcy, Ruby, Nisrina Nuryuzha, Milla khalifah. Thank you for everything that i got from you. Hope all of you can be finished your thesis ontime. 10. All canteen crew of Economics and business faculty , Teh ririn, Teh Yuli, Teh Kokom, Bude, Teh Boby, Mpok Eti, Teh Wilda, Teh Tini, Teh Cucu, Teh Lela. Thankyou so much for often give Free Ice Cappucino and sharing happiness.

Thank you for everything that all of you that given to me.

Jakarta, February 2018

Nugroho Wicakson

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TABLE OF CONTENT APRROVAL THESIS SHEET ...... i APPROVAL COMPREHENSION SHEET ...... ii APPROVAL THESIS EXAM SHEET...... iii SHEET STATEMENT AUTHENCITY SCIENTIFIC WORKS ...... iv CURRICULUM VITAE ...... v ABSTRAK ...... vii ABSTRACT ...... viii FOREWORD ...... ix SPECIAL THANKS ...... xi TABLE OF CONTENT ...... xiii LIST OF TABLE ...... xv LIST OF FIGURE ...... xvi CHAPTER I: PREFACE A. Background ...... 1 B. Problem Formulation...... 10 C. Objectives and Benefits of Research ...... 10 CHAPTER II: LITERATURE REVIEW A. BASIC THEORY 1. Tourism ...... 13 2. Tourist ...... 16 3. Halal Tourism ...... 17 4. Motivation ...... 18 5. Push and Pull Factors ...... 20 6. Tourist Satisfaction ...... 21 7. Destination Loyalty ...... 23 8. Relationship of Dependent and Independent variable ...... 25 9. Previous Research...... 26 B. Conceptual Framework ...... 28 C. Hypothesis ...... 30

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CHAPTER III: RESEARCH METHODOLOGY A. Research scope...... 32 a. Sampling technique...... 32 b. Collecting data technique...... 33 B. Data Analysis Technique ...... 36 1. Definition and Basic Concept of PLS ...... 36 2. The Writing and Depiction of Variables ...... 37 3. General Approach of PLS ...... 42 4. Stages of PLS ...... 42 C. Operational Variable ...... 44 CHAPTER IV: ANALYSIS AND DISCUSSION A. Analysis and Discussion ...... 49 1. Respondents descriptive ...... 49 2. Evaluation of Measurement Model (Outer Model)...... 52 3. Evaluation of Structural Model (Inner Model) ...... 61 4. Hypothesis Analysis ...... 63 CHAPTER V: CONCLUSION AND RECOMMENDATION 1. Conclusion ...... 73 2. Recommendation ...... 75 ATTACHMENTS ...... 73 a. Respondent Quisioner sheet...... 73 b. Result of output SmartPLS 3.0...... 85 BIBLIOGRAPHY ...... 97

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LIST OF TABLE

Table 3.1: Likert Scale ...... 35

Table 3.2: Operational Variables ...... 44

Table 4.1: Respondents Based on Gender...... 49

Table 4.2: Respondents Based on Ages ...... 50

Table 4.3: Respondents Based Occupation ...... 51

Table 4.4: The Result of Loading Factor ...... 53

Table 4.5: Cronbach’s Alpha Analysis Result ...... 55

Table 4.6: Composite Reliability Analisys ...... 56

Table 4.7: AVE Analysis Result ...... 57

Table 4.8: Latent Variable Correlation ...... 58

Table 4.9: Square Foot AVE ...... 58

Table 4.10: Cross Loading Values ...... 59

Table 4.11: R2 Result Analysis ...... 61

Table 4.12: Path Coefficient (Mean, STDVE, t values) ...... 63

Table 4.13: R2 Adjusted ...... 66

Table 4.14: Indirect Effects ...... 70

LIST OF FIGURE

Figure 1.1: Global Muslim Population ...... 2

Figure 1.2: Number of International Tourist arrivals to Indonesia ...... 3

Figure 1.3: The top ten Organization Islamic Conference ...... 4

Figure 1.4: International Tourist come to Yogyakarta ...... 6

Figure 1.5: Domestic tourist come to Yogyakarta...... 6

Figure 2.1: Conceptual Framework Research ...... 29

Figure 3.1: Four latent variable path modeling ...... 37

Figure 3.2: Latent and manifest Variables Push motivations...... 38

Figure 3.3: Inner and outer model...... 41

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CHAPTER I

A. BACKGROUND.

Travel and tourism is an important economic activity in the most countries around the world. It has both, significant direct and induced impact to industry and societies. It generated US$7.6 trillion (10 % of global GDP) and 277 million jobs for global economy in 2014 (World Travel and Tourism Council, 2015).

In globalization era increasingly strong along progress in transportation, and communication more fast, easy and cheap. So that make barriers area is not one of factor to visit one place. In this globalization era, there are business sector grow fast. This phenomena is not separated from the role of marketing. Marketing now is not only been held by the private company to raise products or brand. But, now marketing start adopted by government in level district and city. Service

Marketing according to Lovelock and Wirtz (2011:37) is an economic activity offered by one party to another .The services sector is a sector the most made up in competition between regions.

According to Kartajaya and Yuswohadi (2005:6) Local customer and regional communities requiring public services such as traders, participating, and investors, well inside in local and others regions, talent, developer, and organizer, and all parties who have contribution in establishing superiority and domination in region competition

Figure 1.1 Global Muslim Population

3.000.000.000 2.761.480.000 2.497.830.000 2.500.000.000 2.209.270.000 1.907.110.000 2.000.000.000 1.599.700.000 1.500.000.000 1.000.000.000 500.000.000 0 2010 2020 2030 2040 2050

Global Muslim Population

Source : Pew Research Center, 2015

Total muslim population in the world in 2010 1.5 billion people and prediction population grow rapidly and constantly significant. Muslim population is estimated to grow to 1.9 billion of world population in 2020. In 2030 it estimated to grow to 2.2 billion. in 2040 2.49 billion and it will still grow in 2050 about 2.76 billion of world population (Pew Research Center, 2015). Growing up muslim population in the world, trend of Islamic Tourism will developed in

International. Based on data from GMTI (Global Muslim Travel Index) in 2017, internatrional muslim tourist 121 million in 2016, and prediction will grow up untill 156 million tourist in 2020 (Mastercard and CrescentRating 2017)

Global Muslim Tourist Index (GMTI) is trip index for global muslim tourist which survey by Mastercard With the purpose of giving new insight and updated about the marketplace tourist. The index include 130 countries to be used as the basis of halal tourism. The majority muslim population derived from some

2 of the fastest growing countries such as Malaysia, Indonesia, Turkey, and others middle east countires. (Mastercard and CrescentRating 2015

A few years ago, muslim travels to some specific destinations which understood requirements of muslim travelers, while other destinations did not have. Recently, muslim travelers behavior and profile already changed.

Nowadays, they seek destinations which can cater their special needs (Crescent

Rating and Master Card, 2016) such as hotel with prayer time reminders or at least direction to Mecca, swimming pool that separated between men and women, serving halal food and beverages, Ramadan services and separated SPA services

(Halal lifestyle, 2016).

As well as its role in global, tourism industry also plays an important role in Indonesia. It contributes IDR 946,087.0bn or 9.3% of GDP in Indonesia in

2014. Tourism industry also contributes to employment, including indirect jobs that supported by the industry, was 8.4% of total employment (World Travel and

Tourism Council, 2015).

Figure 1.2 Number of International Tourists Arrivals to Indonesia 2011-2015

Number of International Tourists

9.435.411 10.230.775 7.649.731 8.044.462 8.802.129

2011 2012 2013 2014 2015

source : Badan Pusat Statistik

The number of international tourist who came to Indonesia increased since the last five years. Based on Indonesian Central Bureau of Statistics report, in

2011 7,649,731 international tourists arrived to Indonesia, in 2012 have increased to 8,044,462, in 2013 8,802,129, in 2014 9,435,411 and in 2015 10,230,775.

Figure 1.3 The Top Ten Organization of Islamic Conference (OIC) Destinations of Global Muslim Travel Index 2015 - 2017

No. 2015 2016 2017

1 Malaysia Malaysia Malaysia

2 Turkey United Arab United Arab Emirates Emirates

3 United Arab Emirates Turkey Indonesia

4 Saudi Arabia Indonesia Turkey

5 Qatar Qatar Saudi Arabia

6 Indonesia Saudi Arabia Qatar

7 Oman Oman Morocco

8 Jordan Morocco Oman

9 Morocco Jordan Bahrain

10 Brunei Bahrain Iran Source : Mastercard and crescent rating 2017

Based on data research by Mastercard and CrescentRating 2017, country in the first position as the best halal tourism destination is Malysia with the score 82.5, in second position Uni emirates Arab with the score 76.9, Indonesia in third position with the score 72.6, Turkey in fourth posisiton with score 72.4, Saudi arabia in fifth position 71.4, and others countries in top 10 destination halal tourism. Global Muslim Tourist Index (GMTI) predict that Indonesia have big opportunity to be the best halal tourism destination in the world. Indonesia have a big resources and good view in every region. Moreover countries that join in OIC (Organization Islamic Conference) targeting muslim tourist, that compete each others to make tourist interesting with all facilities in each destination, growing up facility, services for support halal tourism. (Liputan 6 news 2017) Tourism being one of the sectors that contribute large enough on each the development and growth of a country including Indonesia. To strenghten image of

Indonesia in tourist mind, Indonesia intoduced tagline “wonderful indonesia” for compete with others tourism brand countries. (Maharani, 2013). Especiality in

Yogyakarta have tagline to promote how wonderful this city with tagline “Jogja

Istimewa”. here no escaping the fact art and cultural awake authenticity and beauties , until now Special region of yogyakarta have royal palace and place arround royal palace .As a relic of a great dominion , so yogyakarta having high culture and culture source of java .Which is stillart culture which carved into history as temple and others historical reli in the society of Yogyakarta.

Figure 1.4 International Tourist come to Yogyakarta year 2012 – 2016

Source : Badan Pusat Statistik Yogyakarta, 2016

In each year, International tourist who visit to Yogyakarta always increase based on data from Pusat Statistik, from 2012 there are 197.751 people tourist international who come to Yogyakarta, 235.893 people

International tourist in year 2013, 254.213 tourist who come to Yogyakarta in year 2014, 308.485 tourist in year 2015, and growing constanlty in year

2016 untill 355.313 International tourist.

Figure 1.5 Tourist Domestic come to Yogyakarta year 2012 – 2016

Source : Badan Pusat Statistik Yogyakarta, 2016

Domestic tourist who come to Yogyakarta also shown growing constantly from 2012 until 2016. Total of domestic tourist who come to Yogyakarta bigger than International tourist. In 2012 shown that more than 2.16 million tourist come to Yogyakarta. In 2013 there are more than 2.60 million tourist, 2014 there are

3.09 million tourist, 2015 3.8 million tourist, and in year 2016 there re 4.1 million tourist come to Yogyakarta. (Badan Pusat Statistik,2016)

To be a successful industry, tourism not only needs peace, security which supported by political stability and well intercultural communication among groups without any physical or mental harassment (Al-Hamarneh and Steiner,

2004) but also understanding of tourist‟s special needs as disable tourist, elderly tourist, guy tourist (Battour and Ismail, 2014), birdwatchers tourist (Chen and

Chen, 2015), and adventure tourist (Sato, et al, 2016). In the last decade, it has been observed that there is growing interest in new tourism concept such as

„islamic tourism or halal tourism‟ (Battour, et al, 2012). Islamic tourism perspective introduced by introduced by a bilingual Arab and English magazine which was presented in Damascus at International Conference organized by

UNESCO, this magazine was presented few hours before attacks in September 11,

2001 (Al-Hamarneh and Steiner, 2004). According to al-shakry (2010), publisher of the magazine, in comprehension of Islamic in „islamic tourism‟ is first to disseminate of Islamic values and to revive Islamic culture, second is to increase economy benefits especially for Islamic societies and the last the reinforcement of

Islamic self-confidence, belief, and identity in facing the negative perception when compared to other lifestyle and culture. Islamic or halal tourism is not to

7 substitute existing tourism segment but to open up new opportunities (Al-

Hamarneh and Steiner, 2004).

Yogyakartais a potential market for halal tourism it does not mean hospitality businessman in Yogyakarta support this program of halal tourism.

Most of the businessmen still do not take halal certification for halal food and hotel yet. In order of facing stiff field of competition, gaining abundance information of motivation and it interrelationship with consumer satisfaction and loyalty is an important factor (Yoon and Uysal, 2005). Many researchers agreed that motivation is vantage point to start understanding why people travel and choose specific destination (Kim, 2008). Motivation is a part of psychological factors besides perception, learning, beliefs and attitude which influence someone purchase decision (Kotler and Amstrong, 2010).

Push motivations are factors that come from internal desire of tourist

(Uysal and Jurowski, 1994), for instance, achievement, exciting and adventure, family togetherness, knowledge and education, escape, and sports (Battour, et all,

2012). On the other side, Pull motivations are emerged from external factors which pulled tourist to the destination (Kim and Lee, 2002) such as, modern atmospheres and activities, wide space and activities, small size and reliable weather, natural scenery, different culture, cleanness and shopping, night life and local cuisine, interesting town and village and water activities (Yoon and Uysal,

2005). Destination marketers could identify factors that affect tourist decision to cater the physical and emotional needs of tourists through analysis of push and pull motivation (Kim, et al, 2008).

Research that examined the influence of motivation towards satisfaction conducted in the field of travel, tourism and vacation (Sato, et al, 2016).

Satisfaction is evaluation process that done by a customer in term of fulfilling the customer needs and wants (Zeithaml, et al, 2009). Satisfaction as a result of previous visit will effect to the loyalty (Um, et al, 2006). Sramek, et al (2008) define loyalty as post purchase evaluation that produce result such as positive attitude toward product, commitment, and willingness to recommend. Even thought in term of tourism the repeaters will spend money less than first comers, but they have intention to recommend to their relatives, and friends (Sato, et al,

2016).

Many researchers have found that there is significant relation of motivations, satisfaction and destination loyalty. Sato, et al, (2016) found that there is significant influence from pull motivation toward destination loyalty through satisfaction for decision makers of destination. Another research conducted by Battour, et al, (2012) found that tourism motivations significantly and positively influence to tourist satisfaction

Therefore, by looking at the phenomenon that happens now, the author is interested in conducting research entitled “The Motivations and Tourist

Satisfaction Roles on Destination Loyalty (Study of Muslim Tourists in

Yogyakarta, Central Java)”.

A. Problem Formulation.

1. Do push motivation influence tourist satisfaction and how it relationship with

tourist satisfaction?

2. Do pull motivation influence tourist satisfaction and how it relationship toward

tourist satisfaction?

3. Do push and pull motivation influence tourist satisfaction simultaneously?

4. Do tourist satisfaction influence destination loyalty and how it relationship

toward destination loyalty?

5. Do push motivation influence destination loyalty and how it relationship

toward destination loyalty?

6. Do pull motivation influence destination loyalty and how it relationship

toward destination loyalty?

7. Do push and pull motivation influence destination loyalty simultaneously?

8. Do pull motivation influence destination loyalty through tourist satisfaction?

9. Do push motivation influence destination loyalty through tourist satisfaction?

B. Objectives and Benefit of Research

Based on the previous explanation of the problem, the specific objectives of this research are:

1. To analyze how push motivation‟s relationship and influence toward tourist

satisfaction.

2. To analyze how pull motivation‟s relationship and influence toward tourist

satisfaction.

3. To analyze how push and pull motivation‟s relationship and influence toward

tourist satisfaction simultaneously.

4. To analyze how overall tourist satisfaction‟s relationship and influence toward

destination loyalty.

5. To analyze how push motivation‟s relationship and influence toward

destination loyalty.

6. To analyze how pull motivation‟s relationship and influence toward

destination loyalty.

7. To analyze how push and pull motivation‟s relationship and influence toward

destination loyalty.

8. To analyze how pull motivation‟s relationship toward destination loyalty

through overall tourist satisfaction.

9. To analyze how push motivation‟s relationship toward destination loyalty

through overall tourist satisfaction.

this research, emphasize for groups below :

1. For the researcher

Adding research insight into phenomenon that happened recently in

tourism industry, and understanding about tourist satisfaction and their loyalty

to destination based on their motivations, here are push motivations which is

come from tourist internal desire and pull motivations which is come from

external factors such natural scenery and wide space and activities.

2. For Government.

The result of this research can be useful as consideration in making

decision or crating policy in special region of Yogyakarta. This research can

help government to arrange the suitable policy which can support the

development of tourism industry.

3. For Readers.

The result of this research can be useful as an insight for readers who

work in tourism sector, especially on motivations of tourist to come to current

destination, and how they impact on tourist satisfaction and destination loyalty

CHAPTER II

LITERATURE REVIEW

A. Basic Theory.

1. Tourism. UNWTO (2012) defined tourism as “the cluster of productions units in

different industries that provide consumption goods and services demanded by

visitors” (Robinson et al, 2013). According to Jafari (1977) tourism can be

define as “the study of man away from his usual habitat, of the industry which

responds to his needs, and of the impacts that both he and the industry have on

the host‟s socio-cultural, economic, and physical environments” (as cited in

Batta, 2010) According to Indonesian law number 10 of 2009 on tourism that

tourism can be define as various activities of tourism and supported by

facilities and services that provided by local community, businessman, and

government (Ismayanti, 2010).

Emerging of tourism is caused by three main reasons, they are : a. Tourist

Tourist is an actor in tourism, who does a lot of activities inside

tourism term. Tourism is where and when people can enjoy, anticipate and

recall moments in their life (Ismayanti, 2010) b. Geography element.

Geography elements subdivide into three main areas:

1. Origin area of tourist.

The place where tourist usually been, where they do their daily life for

instance working, studying, sleeping, and other basic necessities

(Ismayanti, 2010). According to Batta (2000) the origin are of tourist is

location to generate demand of tourism activities. In this area marketing

fuctions such as promoting, advertising, retailing are conducted in way

attract tourist.

2. Transit area.

Transit area route is a way that related to origin area and destination of

tourist, along with tourist travel (Batta, 2000). Tourists do not have to stop

in this area if it do not needed. But, this area is important, and many

tourists go to other destinations through this area. Tourists sometimes

ended the journey here. Some countries that used as transit area such as

Singapore and Hongkong (Ismayanti, 2010).

3. Tourist destination.

This area usually called sharp end of tourism. This area affected so much

by tourism. To develop the potential of this area, careful planning and

right strategic management are needed. Tourist destination is a creator of

tourism flow, and demand from tourists to travel from origin area. This

area can conclude as a reason of existence and development of tourism

(Ismayanti, 2010).

14 c. Tourism Industry.

Industry is every unit which is supplied the facilities, services, and

demand for tourist. The industry is business unit that spread in the three main

area of tourism, such as travel agent that comply tourists‟ needs from the

origin place until they arrived in the destination. (Ismayanti, 2010).

According to Heeley (1980) definition of tourism subdivide into two

main groups. First is conceptual thinking which attempt to explain tourism as

an activity. Second is technical definition which attempt to explain tourism as

people who work in this industry and involve with this activity, they are

people who employed to do the report about the activity and do survey and

submit the statistics data.

Based on tourism statistics tourism divided into three types :

a. Domestic tourism.

Domestic tourism can be define as activities which done by visitors in

their own country, even though the activities are part of international or

domestic trip (Scott et al, 2012).

b. Inbound tourism.

Inbound tourism is activity of tourism which done by visitors (non

resident) outside their origin country in certain destination or economy and

the activity can be part of domestic or international trip (Scott et al, 2012).

c. Outbound tourism.

Outbound tourism can be define as activities of tourism which done by

visitors outside their own country or economy, and this trip can be part of

domestic and international trip (Scott et al, 2012).

2. Tourist. According to Rahman (2014) tourist can be define as “people who stay

their unusual place over the night up to one year for the sake of business or

vacation”. According to Batta (2000) Tourists are people who stay out the

usual place of residence at least one night over and making free and temporary

trip, exclude trip that made for earning money. According to UNWTO, tourist

can be define as “Overnight visitor, visitor staying at least one night in a

collective or private accommodation in the place visited”(as cited in

Ismayanti, 2010)

Ismayanti subdivides tourist into three main groups, they are :

a. Leisure and recreation.

Tourist who included in this group, they are who have these several

purposes such as vacancy and recreation, visiting culture events, healthy

purposes, sport (not as professional athlete) and other vacation reasons for

seeking pleasure. Main activities of this group are eating (Culinary),

taking a walk around the destination, and enjoying city environment

(Ismayanti, 2010).

b. Business and Professional.

Tourist who included in this group travel due to some purposes for

instance meeting client, incentive travel, business and certain mission that

linked to work. Activities that tourist in this group do, have important

impact to work.

c. Other tourism purposes.

Some other tourism reasons are, studies, health treatment, transit

and others that can be include as other tourism for instance perform

pilgrimage and seeking activities that can add the tourist‟s insight

(Ismayanti, 2010).

3. Halal Tourism. Halal derived from Arabic meaning “permissible” or “lawful” and 70

percent of Muslims follow this term as standard (Ozgen, and Kurt, 2013).

Nowadays halal used in larger scale, unlimited to food and beverages only, but

also reflected and implemented in every aspect in daily life (CSH, 2016).

According to Jefferey, Chairman of World Travel Market define halal

tourism as a type of religious tourism that represents allowable activities under

the Islamic teachings in term of behavior, dress, conduct and diet (as cited in

Battour, Battor and Ismail, 2012).

Actually there is no formal definition of halal tourism, but it accepted

predominantly in muslims‟ world by muslim with leisure purposes. Travel has

an important historical meaning in Islam, in religious term and function

(Handerson, 2009), it is exemplified by Prophet Muhammad who travel from

Madinah To Mecca in fathul makkah.

Allah wanted muslim to travel around the world to learn from others,

how disobedience to him should bring people to their damage, the damage

brought by themselves to themselves.

Thus, based on ayat from Qur'an that explained above, Allah

encouraged muslims to travel, to enjoy, muse and consider what God have

created, to do historical, social, and cultural encounters, to adding insight and

knowledge, to know others, learn from diversity, and to do da‟wah (Jafari and

Scott).

Then in the last decade halal tourism emerge as a new opportunity and

alternative to serve tourist in the tourist destination (Al-Hamarneh and Steiner,

2004). This opportunity also can be tools to disseminate of Islamic values,

introducing Islamic culture, increasing economy benefits especially for

muslim community and to affirm muslims‟ self-confidence, belief and identity

in order to face negative thinking and perception when compared to other

lifestyle and culture (Al-Hamarneh, and Steiner 2004) as ordered by Allah to

his servants.

4. Motivation. To understand both tourists‟ travel behavior and decision making

process in deciding where to travel, motivation is a crucial key (Chen and

Chen, 2015), then important to define motivation in destination or tourism

term. Etymologically motive is derived from the Latin “movere” which means

18 to move (Dann, 1981). According to Murray‟s (1964) motive define as “an internal factor that arouses, directs, and integrates a person‟s behavior” (as cited in Chen and Chen 2015). According to Cambridge Advance Learner‟s

Dictionary a motive means “a reason for doing something” and motivation define as “enthusiasm or the need or reason for doing something”. Motivation also can be define as the processes that account for an individual intensity, direction, and persistence of effort toward attaining a goal (Robbins and

Judge, 2013). Another definition of Motivation is derived from motive which refers to the generic energizer for behavior while motivation refers to interaction between motive and situation and cognitive in nature (Huang and

Hsu, 2009). Motivation can be define as a psychological condition in which an individual is oriented towards and tries to achieve a kind of fulfillment (Jang and Wu, 2006).

Tourist motivation refers to the amalgam of needs and wants which influence a tendency to undertake traveling (Meng et al, 2006). Traveling motive is tourist needs which make someone more likely to involve in certain activity in tourism term (Mehmetoglu, 2011).

In tourism term, most accepted concept of tourist motivation is pull and push factors due to much review about it (Battour et al, 2010).

5. Push and pull factors. Push and pull factors in examining tourist motivation has been

accepted generally. This indication emerged from many literature review

about push and pull factors of tourist motivation (Uysal and Jurowski, 1994).

Consumers are likely to be pushed to travel by intangible factors and can be

pulled to decide destinations by tangible factors (Kim, 2008)

Crompton (1979) explored motivation in term “socio-psychological

motives” and “cultural motives” which indicated push and pull factor. He

concluded that there were nine factors of socio-psychological motives, and

two factors of cultural motives, influenced tourist decision in selecting a

destination. The factors of socio-psychological were, escape from a perceived

mundane environment, exploration and evaluation of self, relaxation, prestige,

regression, enhancement of kinship relationship, and facilitation of social

interaction. The factors of cultural motives were education and novelty.

Push factors are intrinsic motivators such as the desire for escape, rest,

relaxation, prestige, health and fitness, adventure, and social interaction. Pull

factors are those that emerge as result of the attractiveness of destinations as it

is perceived by those with the propensity to travel (Uysal and Jurowski, 1994).

According to Chen and Chen (2015), the push factors urge and pursue

tourist to travel on the other side pull factors influence tourists‟ decision about

destination. They conclude push factors as motivations and pull factors as

destination attribute.

6. Tourist satisfaction. According to Oliver (2014) satisfaction can be define as judgment that

a product, or a service feature, or the product or service itself, provides a

pleasurable level of comparison-related fulfillment, including levels of under

or over fulfillment.

Satisfaction is the customer evaluation of a product or service in terms

of weather that product or service has met the customer‟s need and

expectations (Zaithmal et al, 2009).

Another definition of satisfaction came from Kotler (2000), he define

that satisfaction is a person‟s feeling of pleasure or disappointment resulting

from comparing a product‟s perceived performance (or outcome) in relation to

his or her expectations.

Purchasing that customers‟ done, does not end the marketers‟ effort in

selling their products. However, dealing with old customer is less expensive

that dealing with a new customer, so, marketers should interest to customer

post purchase behavior to engaging the old customer. Understanding post

purchase behavior of customer is closely related to understand whether

customer satisfied or dissatisfied with the product (Kotler and Armstrong,

2010).

According to Kotler and Amstrong (2010), satisfaction is a key to

building profitable relationship with customers‟ to keeping and growing

consumers and reaping their customer lifetime value. Of course gaining

satisfaction is not an easy work. Satisfaction is when perceived performance

suited or exceeds the customers‟ expectations. If perceived performance

21 cannot reach customers‟ expectation then the result is dissatisfaction.

Customers‟ satisfaction will lead to repeat buying behavior, good word of mouth, decreasing customers‟ interest to another brands and its advertising and less interest to purchase other companies‟ product (Kotler and Armstrong,

2010).

According to Meng et al,(2006) there nine theories on customer satisfaction have been introduced in the literature, are : (1) Expectancy disconfirmation, (2) assimilation or cognitive dissonance, (3) contrast, (4) assimilation contrast, (5) Equity, (6) attribution, (7) comparison level, (8) generalized negativity, (9) and value percept.

Expectancy-Disconfirmation approach basically measures satisfaction as a degree level. This approach uses contentment of consumption as the degree level that engage with fulfillment of needs toward a product or service.

Disconfirmation subdivides into three types, first is positive disconfirmation, this occurs when product or service can exceed customers‟ expectation.

Second is negative disconfirmation happens when a product or service cannot reach customers‟ expectation. Third is neutral disconfirmation, this happens when a product or a service can reach the customers‟ expectation but cannot exceed it (Peter and Olson, 2010).

According to Oliver and Swan (1989) who were interested in equity theory, customer satisfaction is relationship between the costs that customer has spent in gaining something, the costs here are such as money, time, opportunity, efforts and benefits and what he/ she actually gain. In tourism

term can be concluded as value that customers received after spending their

time, efforts, benefits, money, and other opportunities. If what they have spent

is equal to what they have gained, that is mean the destination is worthwhile.

The other theory of satisfaction put forward by La Tour and Peat

(1979) is the Comparison Level Theory. They argue that there is more than

one basic determinant as standard to measure satisfaction which use in the

Expectation-Disconfirmation Theory. Then both argue three basic

determinants to measure satisfaction: 1) consumers‟ foregoing experience

towards similar product, 2) expectations produced through situation (those

created after exposed advertising and other promotional tools), 3) reference

group‟s experience. After applying the theory, both found that the experience

from consumers‟ they selves and the experience from reference groups‟ as

well, are the most important standard for comparison in consumer‟s

satisfaction (Yuksel and Yuksel, 2008)

Actually among those nine theories, expectation disconfirmation is the

most accepted theory to measure satisfaction (Peter and Olson, 2010).

7. Destination loyalty. According to Kotler and Keller (2012) can be define as “a commitment

to repurchase or repatronize a preferred product or service.” Customer loyalty

well known as repeated purchase, positive attitude, long term commitment,

intention of continuing the affiliation, and positive word-of-mouth advertising

(Sramek et al, 2008).

According to Meleddu, et al (2015) loyalty subdivide into three main

groups, there are attitudinal loyalty, behavioral loyalty, and composite loyalty.

First definition define that loyalty is about customers‟ attitude toward the

product based on his/her value which received from the past experience and

willing to recommend the product toward his/ her relatives and friends.

Second definition explains loyalty as customer behavior toward the product,

for instance willingness to repurchase.

8. Relationship of Dependent Variables and Independents Variables

a. Relationship of Push and Pull motivation to Tourist Satisfaction The relationship of motivations and tourist satisfaction and their roles

on determining the successful destination marketing already examine and

explain richly in the literature. Many of the studies and literatures used pull

and push motivations as basic (Battour, et all, 2012).

Well, satisfaction describe as customers‟ evaluation about how

destination fulfill their needs (Sato, et all, 2016) and motivations which

divided into two, pull and push motivations have specific effect on tourist

behavior and lead it to tourist satisfaction (Battour, et all, 2012). Many

researchers strongly agree that pull motivations are tourism attraction which

appropriate with previous literature about tourism attraction can produce

tourist satisfaction. Push motivations are derived from socio-psychological

motives which drive people to travel (Sato, et all, 2016). Push motivations can

be concluded as internal stimulation such as escape, relaxation, and education

(Battour, et all, 2012).

Tourism marketers need to enactive the motives behind certain types

of travel behavior including the selection of a destination and the attributes

found in the choice vacation spot (Yoon and Uysal, 2005). Then, it can be

reasoned that tourist satisfaction is related to motivations. b. Relationship among Push and Pull motivation, Tourist Satisfaction, and Destination Loyalty. As well as relationship among satisfaction and motivations, many

researchers‟ who assume that both have significant influence to destination

loyalty have found out the positive relationship between them (Battour, et all,

2012). The destination loyalty has been observed as word of mouth or

recommendation and intention to visit (Meleddu, et all, 2015), similarly with

customer loyalty in context of theoretical (Battour, et all, 2012). Both of them

also already examine by many researcher as outcome of motivations and

tourist satisfaction (Sato, et all, 2016).

Yoon and Uysal (2005) supported that destination loyalty has a causal

relationship with motivation and satisfaction. Um, et all, (2006) also suggest

that revisit intentions is determined by perceived attractiveness, satisfaction,

perceived quality of service, and perceived value for money. They also

conclude that revisits are determined more by perceived attractiveness than by

overall satisfaction (Battour, et all, 2012). Then it can be reasoned that

destination loyalty is associated with motivation and satisfaction.

B. Previous Research

No Researcher Title Variable Methodology Conclusion

1. Battour, Battor, The Push Partial least Push motivation and Ismail, 2012 mediating motivation, square and pull role of tourist pull motivation satisfaction: a motivation, statistically has study of overall significant muslim tourist relation to tourists in satisfaction, overall tourist Malaysia and satisfaction. As destination well as overall loyalty. tourist satisfaction has significant relation to destination loyalty.

2. Battour and The role of Islamic Partial Least Islamic norms Ismail, 2014 destination norms and Square and practices attributes in practices (INP), push Islamic (INP), push motivation, pull tourism motivation, motivation are pull statistically motivation, significant to and overall overall tourist tourist satisfaction. satisfaction. INP significantly moderates the relationship between the pull motivation and overall tourist satisfaction

3. Li-Ju Chen, and Push-pull Push factors Factors The results Wei Peng Chen, factors in as analysis show that push 2015 international motivation factors that bird- birders‟ and Pull related are travel. factors as novelty seeking, destination contribution and attribute sharing, spiritual refreshment, relationship building, and competition. The pull factors that important to birders are avian resources, professional guides, facilities and infrastructure and local and traditions.

C. Conceptual Frameworks.

Conceptual frameworks can be define as “an argument about why the topic one wise to study matters, and why the means proposed to study it are appropriate and rigorous.” (Ravitch and Riggan, 2016). According to Miles et al (2014) a conceptual framework explains, either graphically or in narrative form, the main things to be studied- the key factors, variables or constructs and the presumed interrelationship among them.

Conceptual framework can ease researcher work due to its function as the researcher‟s map, so the researcher can see the territory that have to be observe and investigate (Miles, et al, 2014).

Figure 2.1 Conceptual Framework of Research

Push Factors (X1) Pull Factors (X2)

Overall Tourist Satisfaction (Y)

Destination Loyalty (Z)

Measurement Model (Inner Model): 1. Convergent validity test - Invidual item reability - Construct reability - Average variance extracted 2. Discriminant validity test

Structural Model (Outer Model): - R2

- Q2 - Goodness of fit -

Hypothesis Testing T-statistics R2 Adjusted

Conclusion and Advices

D. Hypothesis. According to Cooper and Schindler (2006) hypothesis can be define as “a proposition formulated for empirical testing: a tentative descriptive statement that describes the relationship between two or more variables.” Other definition of hypothesis is concept or opinion that formed previously which based on theory of marketing (Joseph et al, 2003). Hypothesis is assumption or guess that a researcher or manager makes about some characteristic of the population being investigated (McDaniel and Gates, 2004).

1. The relationship of push motivation and overall tourist satisfaction.

Ho1: push motivation has significant influence to tourist satisfaction

Ha1: push motivation no significant influence to tourist satisfaction

2. The relationship of pull motivation and overall tourist satisfaction.

Ho2: pull motivation has significant influence to tourist satisfaction

Ha2: pull motivation no significant influence to tourist satisfaction

3. The relationship of pull and push motivation towards tourist satisfaction

Ho3: pull and push motivation simultaneously has significant influence to

tourist satisfaction.

Ha3: pull and push motivation simultaneously has no significant influence to

tourist satisfaction.

4. The relationship of tourist satisfaction and destination loyalty.

Ho4: Tourist satisfaction has significant influence to destination loyalty.

Ha4: Tourist satisfaction no significant influence to destination loyalty.

5. The relationship of pull motivation and destination loyalty.

Ho5: pull motivation has significant influence to destination loyalty.

Ha5: pull motivation satisfaction no significant influence to destination loyalty.

6. The relationship of push motivation and destination loyalty.

Ho6: push motivation has significant influence to destination loyalty.

Ha6: push motivation satisfaction no significant influence to destination

loyalty.

7. The relationship of pull and push motivation simultaneously toward

destination loyalty.

Ho7: pull and push motivation simultaneously has significant influence to

destination loyalty.

Ha7: pull and push motivation simultaneously has no significant influence to

destination loyalty.

8. The relationship of pull toward destination loyalty through overall tourist

satisfaction.

Ho8: Pull motivation has significant influence toward destination loyalty

through overall tourist satisfaction.

Ha8: Pull motivation has no significant influence toward destination loyalty

through overall tourist satisfaction.

9. The relationship of push toward destination loyalty through overall tourist

satisfaction.

Ho9: Push motivation has significant influence toward destination loyalty

through overall tourist satisfaction.

Ha9: Push motivation has no significant influence toward destination loyalty

through overall tourist satisfaction

CHAPTER III

RESEARCH METHODOLOGY

A. Research Scope

The scope of research is research conducted in Yogyakarta, Central Java. The period of research is April until Mei 2017. This research will examine the positive correlation of push and pull motivation toward overall tourist satisfaction and it correlation to destination loyalty. a. Sampling Technique.

1. Population.

Population can be define as “the total collection of elements about

which we wish to make some inferences” (Cooper and Schindler, 2006).

According to McDaniel and Gates (2004) population can be define as “the

entire group of people about whom formation is needed; also called universe

or population of interest”. According to Malhotra (2009) that population can

be define as “the aggregate of all elements, sharing some common set of

characteristics, which can comprise the universe for the purpose of the

marketing research problem.”

Population in this research is domestic tourist and muslim in

Yogyakarta, Central Java, Indonesia.

2. Sample Technique

Sample is a group of cases, participants, events, or records consisting

portion of the target population, carefully selected to represent the population

(Cooper and Schindler, 2006). According to Malhotra (2009) sample is a

small group in population or small part of the elements of population that

selected to be used as respondent for certain research.

In this research, researcher will use purposive sampling which also

well known as judgmental sampling. Judgmental sampling is one of non

probability sampling which is has similar form of convenience sampling, but

added by researcher judgment to select the population elements (Malhotra,

2009). In this research, questionnaire will be filled by tourists who have both

criteria, muslim and have visited Yogyakarta once at least.

The researcher take 100 samples respondent, because according to

Goodhue, Lewis, and Thompson (2006) that the PLS at sample size 50 still

generated significant results. b. Collecting Data technique

1. Type of data

Data are information (attitudes, behaviors, motivations, attribute, etc.)

collected from participants or observation (mechanical or direct) or from

secondary sources (Cooper, and Schindler, 2006).

Type of data that researcher used in this research is: a. Primary data

Primary data are data the researcher collects to address the specific problem at hand- the research questions (Cooper, and Schindler, 2006).

Primary data are data that have not been processed by anyone from any party for certain purpose (Abdillah and Hartono, 2015). According to Malhotra

(2009) primary data can be define as “data originated by the researcher for the specific purpose of addressing the research problem.”

The primary data was collected from questionnaire which filled by respondent who has criteria which has been mentioned before. According to

Cooper and Schindler (2006) questionnaire is an instrument delivered to the participant via personal or non personal means that is completed by the participant. Other definition of questionnaire advanced by Malhotra (2009), he defines questionnaire as “a structured technique for data collection that consists of a series of questions, written or verbal, that respondent answers.”

The collected data will be process using SmartPLS 3.0

The questionnaire uses likert scale which consists of five level answers. Likert scale is a variation of summated rating scale asks a rater to agree or disagree with statements that express either favorable or unfavorable attitudes toward the object. The strength of attitude is reflected in the assigned score and individual score may be totaled for an overall attitude measure (Cooper, and Schindler, 2006). Other definition of likert scale is a measurement that range from “strongly disagree” to “strongly agree” with five level degrees, it requires the participant to answers based on degrees that suited the observed object (Malhotra, 2009).

In this research, researcher divided questionnaire into three parts, first

part contain questions about push and pull factors which use 1 that indicates

not important at all and 5 indicates very important based on the previous

research that conducted by Battour, et al, (2012), second part contain

questions about tourist satisfaction, the questions were measured on five

point likert scale ranging from 1 which indicates not satisfied at all and 5

which indicates very satisfied.

Table 3.1 Likert Scale

No Range Weight Very Important 5 1

Important 4 2

Neutral 3 3

Not important 2 4

Not important at all 1 5 b. Secondary data

Secondary data are results of studies done by others and for different

purposes the one for which the data are being reviewed (Cooper and

Schindler, 2006). According to Malhotra (2009) secondary data are data that

have been collected for other purpose.

35 c. Data Analysis Technique

1. Definition and Basic Concept of PLS.

Partial least square developed by Herman Wold, it is a variant-based

structural equation modeling (Mehmetoglu, 2012). Partial Least Square is a

multi variant technique statistics which can compare among multiple

dependent variables and multiple independent variables (Abdillah and

Hartono, 2015). PLS can also be regarded as powerful analysis method which

can be used in every scale of data such as nominal, ordinal, interval, and

ratio, with flexible requirement of assumption (Yamin and Kurniawan, 2011),

PLS developed by Herman Wold at the end of 1960s for econometrics which

previously used in chemistry for analytic study , Physics, and clinical

chemistry (Abdillah and Hartono, 2015). PLS-PM also known as a soft

modeling approach due to there is no strict assumption such as sample size,

the measurement scale and distributions (Vinzi et al, 2010).

The main purpose of Partial Least Square method is to predict the

relationship of variable X toward variable Y and explain the relationship

between them based on the theory. PLS is regression method analysis which

can be used to identify factor that is combination of variable X as predictor

and variable Y as respond variable (Abdillah and Hartono, 2015).

According to Yamin and Kurniawan (2011) PLS can be used to predict

existence of relationship among variables and then proportion to observation.

The other main purpose of PLS is to explain the relationship among

constructs and emphasize the value of it.

Here are some predominance of partial least square:

a. Be able to modeling multiple independent variables and multiple

dependent variables (complex model).

b. Be able to manage multicollinearity among independent variables.

c. Results remained robust although there are data that are not normal and

missing.

d. Be able to produce independent latent variable directly based on cross

product which involve dependent latent variable as prediction power.

e. Be able to be used for reflective construct and formative construct.

f. Be able to be used with small sample size.

g. Not requires normal distribution data.

2. The Writing and Depiction of Variables. Variables in partial least square divided into two main variables, they are:

a. Latent Variable

According to Vinzi et al, (2010) latent variable can be define as “The

basic idea is that complexity inside a system can be studied taking into

account a causality network among latent concepts.”

Figure 3.1 Four Latent Variables Path Modeling

PUSH

Tourist Destination

Satisfaction Loyalty

PULL

37 b. Manifest Variable.

According to Vinzi et al, (2010) that manifest variable can be

define as “measured by several observed indicators usually.”

Figure 3.2 Latent and Manifest Variables Push Motivations and Tourist Satisfaction

Y1 X2

X3 Y2 X4 Y3 PUSH Tourist X5 Motivation satisfaction Y4

c. Measurement Model (Outer model).

According to Abdillah and Hartono (2015) Measurement model or

outer model is model that visualizes relationship among latent

variables with its manifest variables.

Outer equation model for reflective models can be constructed as

follows:

X = ᶺx ξ + ԑx

Y = ᶺy ξ + ԑy

X = manifest variable for exogenous latent variable

Y = manifest variable for endogenous latent variable.

ᶺx, ᶺy = loading matrix that describe coefficient of regression that linked to latent variable to its indicators.

ԑx, ԑy = measurement error.

Outer equation model for formative models can be constructed as follows:

ξ = Πξx + δx

ε = Πεy + δy

ξ, η, x, y = indicator for independent variable.

Πx, Πy = coefficient multiple regression from latent variable and block indicator.

δx, δy = residual error

According to Hussein (2015) there several tests have to be done to measure the measurement model. The tests are follows:

Convergent Validity: The value of convergent validity is the value of loading factor in the latent variable with its indicators. Expected value> 0.7.Structural Model (Inner model)

Discriminant Validity. This value is a value of cross loading factor that is useful to determine whether the construct has an adequate discriminant that is by comparing the loading value on the intended construct must be greater than the loading value with other constructs, but according to Abdillah and Hartono (2015) that cross loading factor >0.7 in one variable is still can be said accepted.

Composite Reliability. Data that has composite reliability> 0.7 has high reliability.

Average Variance Extracted (AVE). Expected value of AVE is

>0.5

Cronbach Alpha. Reability test is strengthen by Cronbach‟s Alpha

Value, the expected value of cronbach‟s alpha is >0.6

Structural model or known as inner model in PLS is structure that visualize interrelationship among latent variables that build based on theories (Abdillah and Hartono, 2015).

Inner equation model models can be constructed as follows :

ε = β0 + β ε | + Гξ + δ

ε = Vektor independen variable

δ = unexplained variance.

The form of causal chain system equation can be arranged as follows:

ε = ∑ |βji εi + ∑i γji ξi + ζj

βji, γji = Path coefficient that connects independent variable.

ζ = residual error.

According to Yamin and Kurniawan (2011) to measure structural model there steps have to be done by researcher. First, analyzing specific relation among constructs, this can be evaluated from the result of path coefficient. The next step is measuring coefficient determination (R2), then measuring Q2 predictive relevance which has

40 function to validate ability of prediction model, when the result of Q2 is bigger than 0 then it shown the goodness of exogenous as predictor variable be able to explain endogenous variable.

According to Hussein (2015) the formula to measure Q2 is below:

Q2 = 1- (1-R12)(1-R22)

After measuring Q2, the next step is measuring Goodness of Fit

(GoF) which has function to validate the mixture performance of inner model and outer model.

Goodness of Fit can be calculated by the formula below:

√ ̅̅ ̅̅̅ ̅̅ ̅̅ ̅̅ ̅ ̅̅ ̅

̅̅̅ ̅̅ ̅̅= Average Communalities

̅̅̅ ̅= Average of R

Figure 3.3 Inner and Outer Model

3. General Approach of PLS

According to Vinzi et al (Structural model of partial least square can be

written as:

ξj = β0j + ∑ βqj ξq + δj

q: ξq → ξj

ξ = Endogenous Latent Variable

β = Path coefficient

j can be 1 and so on, actually number of endogenous variable, q can be

1 and so on, actually number of endogenous variable. Β is path coefficient

which interrelate q-th as exogenous variable and j-th as endogenous variable.

Where δ is error of inner model.

4. Stages of PLS. Steps that used to analyze a research with partial least square are

seven, they are:

Step one is devise structural model or inner model. In this step,

researcher formulates the relationship model among constructs. Concept of

construct has to be obvious and easy to define.

Step two is defining measurement model or outer model. In this phase,

researcher defines and specifies the relationship among latent variables and

its manifest variables (Yamin and Kurniawan, 2011). Measurement types

subdivide into three, reflective model or outwards directed model, formative

42 model or inwards directed model and MIMIC model or an amalgam of two previous models (Vinzi et al, 2010) This phase is very important. a. Reflective model is where indicator as manifestation of construct

(Yamin and Kurniawan, 2011). b. Formative variable, indicator define characteristic of construct, so

relationship path direct from indicators to construct (Yamin and

Kurniawan, 2011). c. MIMIC model.

MIMIC model is mixture of two previous models.

Step three, creating the diagram path. The main function of creating diagram path is to visualize the relationship among latent variables and manifest variables. This step also will ease the researcher to see the whole model of variables. Generally, latent variable in PLS subdivide into two: a. Exogenous latent variable.

Exogenous latent variable same as independent variable or

predictor variable in regression that researchers knew generally. This

variable is variable which explain endogenous variable (Yamin and

Kurniawan, 2011). b. Endogenous latent variable.

Endogenous latent variable is variable which is explained by

exogenous variable. This variable has same function as dependent

variable in regression (Yamin and Kurniawan, 2011).

Step four, converting the path of diagram to the systems of equations.

Step five, estimation model. In this step, there are three weighting

schemes in the proses of estimation model.

Step six, evaluation of model. Evaluation of model including

evaluation of measurement model and structural model.

Step seven, interpretation model. This Interpretation based on the result

of model that build by researcher (Yamin and Kurniwan 2011).

Table 3.2 Operational Variables

N Variable Dimenti PUSH Indicators PUSH Scale o on before after pretest pretes

Push 1 Meeting new people Motivation (X1) 1 Achieve 2 Going places friends ment have not been (Battour, Battor, Ismail, 3 Talking about the 1 2012) trip

4 Indulging in luxury

5 Finding thrills and excitement Likert Exciting and 6 Being entertained Advantu and having fun re

7 Being daring and 2 adventuresome

8 Being free to act how i feel

9 Visiting places my family came from

Family together 10 Visiting friends and ness relatives

11 Being together as a family

12 Seeing as much as 3 possible

13 Learning new things 4 or increasing knowledge Knowled ge/ educatio 14 Experiencing new / 5 n different

15 Seeing and experiencing a foreign destination

16 Visitng historical 6 places

Escape 17 Getting away from 7 the deamnds at home

18 Getting a change from a busy job

19 Feeling at home

away from home

20 Experiencing a simpler lifestyle

Sports 21 Participating in sports

22 Desire to watch sports events

Pull 1 Beautiful natural 1 motivation scenery Natural (Battour, scenery 2 Mountanious areas Battor, Ismail, 2012) 3 Natural ecological 2 sites Likert

4 Wildeness and undistrubted nature

5 Wide spaces to get 3 away from crowds

Wide space 6 Variety of activities and to see activities

7 Water sports

8 Personal safety

Cleaness 9 Standards of hygiene and and cleanness shopping

10 Shopping facilities

11 Reliance/privacy

12 High quality restaurant

13 Modern City 4

Modern 14 Excotic atmosphere atmosph ere 15 First class hotels

16 Reliable weather 5

17 Interesting and friendl local people Different culture 18 Different culture 6 from my own

19 Historic old cities 7

20 Interesting town/village

No Variable Dimentio Indicators Scale n

2 Overall 21 Expectation- Likert tourist satisfaction satisfaction (Y1) 22 Worth visiting

Olson Comparison with (2010), other places Oliver and Swan (1989), Yuksel and Yuksel 2008.

3 Destination 23 Willingness to Likert Loyalty recommend (Y2)

24 Willingness to (Yoon and revisit Uysal, 2005)

CHAPTER IV

ANALYSIS AND DISCUSSION

A. Analysis and Discussion.

1. Respondent Descriptive.

The respondents in this study were muslim tourist who already

came to Special region of Yogyakarta. Based on the data of 100

respondents trough questioner, the characteristic obtained based on

gender, age, and occupation

a. Respondent Based on Gender.

From distributing the questionnaires to muslim tourist who

already came to Yogyakarta, Central Java, researcher got the

description about gender of respondents as follows:

Table 4.1 Respondents Based on Gender. Gender Frequency Percentage 55 55% Male 45 45% Female 100 100% Total

Based on the research results of 100 respondents, visible in

the table 4.1 it can be seen that the percentage of Male was larger

than female respondents. 55 respondents (55%) were male and 45

respondents (45%) were female from the results of gender

respondents. b. Respondent Based on Ages.

From distributing the questionnaires to muslim tourist who

already came to Yogyakarta, Central Java, researcher got the

description about ages of respondents as follows:

Table 4.2 Respondents Based on Ages. Ages Frequency Percentage 74 74%

17-24 19 19% 25-32 7 7% 33-40 100 100% Total

Based on the research results of 100 respondents, visible in

the table 4.2 it can be seen that the percentage of respondents aged

17-24 years old was the largest, then come respondents aged 25-32

in the second place and 33-40 in the third place. 74 respondents

(74%) were aged 17-22 years old, 19 respondents (19%) were aged

25-32 years old and 7 respondents (7%) were aged 33-40 years old.

c. Respondent Based on Occupation.

From distributing the questionnaires to muslim tourist who

already came to Yogyakarta, Central Java researcher got the

description about occupations of respondents as follows:

Table 4.3 Respondents Based on Occupation Occupation Frequency Percentage 50 50% Students 25 25% Employee 15 15% Entrepreneur 10 10% Others 100 100% Total

Based on the results of 100 respondents, visible in table 4.3,

it can be seen that the percentage of respondents who work as

students were the largest, after that employee in second position,

then entrepreneur in third position. 50 respondents (50%) were

students, 25 respondents (25%) were employee, 15 respondents

(15%) were entrepreneur, and 10 respondents (10%) were others.

As explained in chapter III that the method that will be used

to test this research is Partial Least Square (PLS), the theory of this

method already explained in chapter III. In Partial Least Square

there some stages have to be done by the researcher which every

step has it owns purpose. The stages are:

2. Evaluation of Measurement Model (Outer Model).

Analysis of measurement model subdivides itu two: Convergent

Validity and Dicscriminant Validity. The purpose of analysis of measurement

model or outer model is to measure the correlation of latent variable and its

indicators.

a. Convergent validity.

Convergent validity evaluation process divided into three parts.

First, Evaluation of individual item reliability, it can be seen from the

result of standardized loading factor. The loading factor value must be

greater than 0.7 to be said to be ideal. It means that the indicators are

said to be valid as indicators that measure the constructs (Yamin and

Kurniawan, 2011).

(Information: LOY = Destination Loyalty, SAT = Tourist

Satisfaction, PUSH = Push Motivation, PULL = Pull Motivation.)

Table 4.4 The Results of Loading Factor

INDICATORS CONSTRUCTS LOADING FACTORS

PULL 1 0.766

PULL 2 0.797

PULL 3 0.784

PULL 4 PULL FACTORS 0.773

PULL 5 0.764

PULL 6 0.764

PULL 7 0.927

PUSH 1 0.736

PUSH 2 0.788

PUSH 3 PUSH FACTORS 0.872

PUSH 4 0.924

PUSH 5 0.773

PUSH 6 0.818

PUSH 7 0.739

SAT 1 TOURIST 0.827 SATISFACTION

SAT 2 0.895

SAT 3 0.879

SAT 4 0.884

LOY 1 DSTINATION 0.909 LOYALTY

LOY 2 0.801

Based on the table above there are no loading factor value smaller than

0.7, means that all indicators are valid and ideal. If there are loading factor

value smaller than 0.7 then it must be deleted from the model.

After individual item reliability, then evaluation of internal consistency

reliability which can be seen from the result of cronbach‟s alpha and

composite reliability. According to Yamin and Kurniawan (2011) that

interpretation of composite reliability same as cronbach‟s alpha. Value of

both of them must be greater than 0.7 to be said to be accepted, and the

value greater than 0.8 or 0.9 means very satisfactory.

Below is the result of cronbach‟s alpha and composite reliability.

Table 4.5 Cronbach’s Alpha Analysis Result

CONSTRUCTS CRONBACH‟S ALPHA

PUSH 0.911

PULL 0.904

SAT 0.894

LOY 0.646

Based on the table above that value of cronbach‟s alpha of destination Loyalty is smaller than 0.7, but according to Hussein

(2015) that cronbach‟s alpha value greater than 0.6 still can be said valid or accepted

Table 4.6 Composite Reliability Analysis

Composite Reliability Constructs 0.854 DL 0.944 PULL 0.947 PUSH 0.935 TS

Based on the table above that there are no composite reliability value smaller than 0.7, then all the variables are accepted and valid.

The last analysis have to be done in convergent validity process is average variance extracted (AVE). AVE value has to be greater than

0.5. according to Fornell and Lacker (1981) as cited in Yamin and

Kurniawan (2011). AVE value which greater than 0.5 means that the measurement of convergent validity is good and the latent variable is able to explain the variance of its indicators more than half on average.

Table 4.7 AVE Analysis result

CONSTRUCTS AVE

PUSH 0.656

PULL 0.637

SAT 0.759

LOY 0.733

Based on the table above, there are no AVE values smaller than 0.5

which indicates that all latent variables indicates are valid and

accepted. b. Dicscriminant Validity.

Dicscriminant validity can be evaluated from the result of square

root of AVE which is compared with correlation values of one

construct to another construct (Fornell and Larcker, 1981 as cited in

Battour et al, 2012). Dicscriminant validity also can be evaluated from

cross loading value which each indicators of construct must be greater

than 0.7 (Abdillah and Hartono, 2015).

Table 4.8 Latent Variable Correlation DL PULM PUSM TS 1.000

DL 0.766 1.000

PULM 0.574 0.715 1.000

PUSM 0.845 0.791 0.600 1.000

Table 4.9 Square Foot AVE AVE Square Foot AVE Constructs

PUSH 0.656 0.8099

PULL 0.637 0.7981

SAT 0.759 0.8712

LOY 0.733 0.8561

Based on the table above that the maximum correlation of destination loyalty construct to other construct is 0.845, and it square foot AVE is 0.8561, then destination loyalty construct has no valid dicscriminant validity. The maximum correlation of pull motivation construct to other construct is 0.766, and it square foot AVE is 0.7981,

58 then pull motivation has no valid dicscriminant validity. The maximum correlation of push motivation construct to other construct is 0.715, and it square foot AVE is 0.8099, then push motivation has valid dicscriminant validity. The maximum correlation of tourist satisfaction

(TS) 0.845, and it square foot AVE is 0.8712, then tourist satisfaction has valid dicscriminant validity.

Then, the destination loyalty and push motivation can be evaluated as invalid dicscriminant validity.

Table 4.10 Cross Loading Values

DL PULL PUSH SAT

LOY1 0.909 0.748 0.589 0.837

LOY2 0.801 0.538 0.363 0.578

PULL1 0.650 0.766 0.609 0.733

PULL2 0.634 0.797 0.717 0.647

PULL3 0.618 0.784 0.643 0.641

PULL4 0.555 0.773 0.486 0.629

PULL5 0.595 0.764 0.446 0.496

PULL6 0.517 0.764 0.406 0.547

PULL7 0.684 0.927 0.635 0.688

PUSH1 0.462 0.510 0.736 0.508

PUSH2 0.435 0.585 0.788 0.455

PUSH3 0.518 0.529 0.872 0.489

PUSH4 0.555 0.635 0.924 0.625

PUSH5 0.368 0.601 0.773 0.423

PUSH6 0.484 0.606 0.818 0.512

PUSH7 0.392 0.621 0. 739 0.320

SAT1 0.774 0.693 0.560 0.827

SAT2 0.800 0.762 0.518 0.895

SAT3 0.704 0.682 0.552 0.879

SAT4 0.645 0.601 0.450 0.884

According to Abdillah and Hartono (2015) that Dicscriminant validity analysis also can be evaluated from cross loading. Cross loading value every indicators in one variable has to greater than 0.7.

Based on table above, all cross loading values in one variable are

greater than 0.7, then it can be said accepted. Then, all latent variables

can be evaluated as valid dicscriminant validity.

3.Evaluation of Structural Model (Inner Model) Evaluation of structural model, according to Hussein (2015) can be

evaluated by three analysis: Coefficient Determination (R2), Predictive

Relevance (Q2), and Goodness of Fit index (GoF).

a. Coefficient Determination (R2)

The purpose of measuring R2 is to know how great the variability

of endogenous variable is able to explain exogenous variable.

Table 4.11 R2 Result Analysis Constructs R2 0.739 Destination Loyalty (DL) - Push Motivation (PUSM) - Pull Motivation (PULM) 0.629 Tourist Satisfaction (TS)

Based on the table above, push motivation and pull motivation

simultaneously are able to explain variability of destination loyalty

construct as 73.9% (R2 Value) and 26.1% is explained by other

construct which is not hypothesized. Then, push motivation and pull

motivation simultaneously are able to explain variability of tourist

61 satisfaction construct as 62.9% and 37.1% is explained by other construct which is not hypothesized. b. Q2 Predictive relevance.

The purpose of measuring Q2 is to validate model prediction capabilities. The interpretation of Q2 is if the Q2 value is greater than 0, means that exogenous variable is good or suitable as predictor variable which explains the endogenous variable.

Below is the measuring of Q2:

Q2 =1-(1-R12 ) (1-R22 )

Q2 = 1 – (1-0.739)(1-0.629)

Q2 = 0.903

Then it can be concluded that the exogenous variable is good enough as the predictor variable. c. Goodness of Fit (GoF)

The purpose of Goodness of Fit measuring is to validate the whole model. GoF index is single size used to validate mixture performance of measurement model and structural model.

According to Yamin and Kurniawan (2011) that Goodness of Fit can be calculated by formula below:

GoF =√

= mean of communalities

= mean of R2

GoF = √

= 0.7559

According to Yamin and Kurniawan (2011) interpretation of GoF

value is below:

0.1 = Small GoF, 0.25 = Moderate GoF, 0.36 = Big GoF

Then, whole model is valid and has a good performance.

4.Hypothesis Analysis.

According to Yamin and Kurniawan (2011), that the hypothesis testing

can be seen from t- statistics value result. To be accepted, t- statistics value

have to greater than 2.0. According to Hussein (2015), to be valid t-statistics

have to be greater than t-value with alpha 5%. T- value with alpha 5% is 1.96

for two tailed testing, or t- statistics have to be greater than t- value with

alpha 5 % is 1.64 for one tailed testing.

Table 4.12 Path coefficient (Mean, STDEV, T-Values) T Original Standard Sample statistics sample Deviation P value Mean (O/ (O) (STDEV) STERR

PULL-> 0.727 0.712 0.088 8.233 0.000 LOY

PULL-> 0.742 0.739 0.100 7.418 0.000 SAT

PUSH-> 0.054 0.053 0.072 0.758 0.449 LOY

0.069 0.058 0.110 0.627 0.531 PUSH->

SAT

SAT-> 0.638 0.643 0.079 8.037 0.000 LOY

a. Testing of hypothesis 1.

Ho1: push motivation has significant influence to tourist

satisfaction

Ha1: push motivation no significant influence to tourist

satisfaction

Based on table 4.13 that t-statistics of push motivation

toward tourist satisfaction is 0.627 and it p-value is 0.531.

According to Yamin and Kurniawan (2011) when t-statistics is

smaller than 2.0 then H01 cannot be accepted. According to

Hussein (2015) when t-statistics is smaller than t-value with

alpha 5% then it cannot be said accepted and the p-value has to

be smaller than 0.5, even though the p-value is smaller than 0.5

but due to the both requirement has to passed, push motivation

cannot be said accepted. Thus it can be conclude that push

motivation has no significant influence to tourist satisfaction or

H01 is rejected and Ha1 is accepted.

Then, things which related to the internal tourist factors such

as achievement, exciting and adventure, education and

knowledge has no significant effect to tourist satisfaction or it

can be said that push motivation negatively influence tourist

64 satisfaction. This result is not in accordance with the results of previous research which conducted by Battour, et all (2012), which in the previous research push motivation has significant influence toward tourist satisfaction. b. Testing of hypothesis 2

Ho2: pull motivation has significant influence to tourist

satisfaction

Ha2: pull motivation no significant influence to tourist

satisfaction

Based on table 4.12 that t-statistics of pull motivation

toward tourist satisfaction is 7.418 and it p-value is 0.000.

According to Hussein (2015) that t-statistics has to be greater

than t-values, 1.96 for two tailed testing and 1.64 for one

tailed testing and p-value has to be smaller than 0.5, then it

can be concluded that pull motivation (PULM) has

significant influence toward tourist satisfaction. Another

opinion came from Yamin and Kurniawan (2011) that t-

statistics can be positively influence when it reaches more

than 2.0, due to t-statistics of pull motivation toward tourist

satisfaction is 7.418 then it can be said that pull motivation

has significant influence toward tourist satisfaction. Then it

can be concluded that H02 is accepted. This result is in

accordance with previous research conducted by Sato, et all,

(2016). c. Testing of hypothesis 3

Ho3: pull and push motivation has significant influence to

tourist satisfaction.

Ha3: pull and push motivation no significant influence to

tourist satisfaction.

Table 4.13 R2 Adjusted Construct R2 Adjusted 0.731

Destination Loyalty (DL) 0.621 Tourist Satisfaction (TS)

According to table 4.14 that R2 adjusted value of tourist

satisfaction is 0.621 which means that simultaneously push

and pull motivations are able to explain variability of tourist

satisfaction 62.1% and the other 37.9% is explained by the

factor which is not hypothesized. Then, it can be concluded

than simultaneously pull and push motivations has significant

influence toward tourist satisfaction or pull and push

motivations has positive impact to tourist satisfaction. Then it

can be concluded that H03 is accepted. This result is in

accordance with previous research conducted by Battour et

all, (2012)

d. Testing of hypothesis 4

Ho4: Tourist satisfaction has significant influence to

destination loyalty.

Ha4: Tourist satisfaction no significant influence to

destination loyalty.

Based on table 4.12 that t-statistics of tourist satisfaction

toward destination loyalty is 8.037 and it p-value is 0.000.

According to Abdillah and Hartono (2015) when t-statistics is

greater than t-value then it can be said significant and

accepted. T-value with alpha 5 % is 1.96 for two tailed

testing and 1.64 for one tailed testing, due to 8.037 is greater

than 1.96 and 1.64 means it accepted or significant. Then, it

p-value is 0.000 which is smaller than 0.5, thus it can be

conclude that tourist satisfaction has significant influence

toward destination loyalty. Then it can be concluded that H04

is accepted. This result is in accordance with previous

research conducted by Battour et all, (2012) and Sato et all,

(2016). e. Testing of hypothesis 5

Ho5: pull motivation has significant influence to destination

loyalty.

Ha5: pull motivation no significant influence to destination

loyalty.

Based on table 4.12 , that t-statistics of pull motivation

toward destination loyalty is 8.233and it p-value is 0.000.

According to Yamin and Kurniawan (2011) when t-statistics

is smaller than 2.0 then it cannot be accepted. According to

Hussein (2015) when t-statistics is smaller than t-value with

alpha 5% then it cannot be said accepted. It p-value is also

smaller than 0.5. Thus it can be conclude that pull motivation

has significant influence to destination loyalty, or it can be

said that the pull motivation positively influence destination

loyalty. Then it can be concluded that H05 is accepted.

Thus can be said that things related to destination or pull

motivation (such as natural scenery, modern atmosphere, and

different culture) has positive influence to destination loyalty.

f. Testing of hypothesis 6

Ho6: push motivation has significant influence to destination

loyalty.

Ha6: push motivation satisfaction no significant influence to

destination loyalty.

Based on table 4.12 that t-statistics of push motivation

toward destination loyalty is 0.758 and it p-value is 0.449.

According to Hussein (2015) when t-statistics is smaller than

t-value with alpha 5 % then it cannot be accepted, because t-

statistics of push motivation to destination loyalty is 0.758

which is smaller than 1.96 (t-value for two tailed testing) and

1.64 (t-value for one tailed testing) then the hypothesis of

push motivation toward destination loyalty can be said not

accepted. It p-value is also greater than 0.5, so, it can be

concluded that push motivation has no significant influence

toward destination loyalty. Then it can be concluded that H06

is rejected and Ha6 is accepted. This result is in accordance

with previous research, conducted by Battour et all (2012)

and Sato, et all, (2016) g. Testing of hypothesis 7

Ho7: pull and push motivation have significant influence to

destination loyalty.

Ha7: pull and push motivation influence have no significant to

destination loyalty.

Based on table 4.13 that R2 adjusted of destination loyalty

is 0.731 which means that simultaneously pull and push

motivation are able to explain variability of destination

loyalty 73.1% and the other 26.9% is explained by factors

that not hypothesized. Then it can be concluded that pull and

push motivation have significant influence to destination

loyalty. Then it can be concluded that H07 is accepted. This

result is in accordance with previous research conducted by

Battour et all, (2012).

h. Testing of hypothesis 8.

Ho8: Pull motivation has significant influence toward

destination loyalty through tourist satisfaction.

Ha8: Pull motivation has no significant influence toward

destination loyalty through tourist satisfaction.

Table 4.14 Indirect Effects T Original Standard Sample statistics sample Deviation P value Mean (O/ (O) (STDEV) STERR 0.474 0.467 0.080 5.891 0.000 PULM->DL

PULM->TS 0.044 0.039 0.066 0.669 0.504 PUSM->DL

PUSM->TS

TS->DL

Based on the table above t-statistics of pull motivation

toward destination loyalty through tourist satisfaction is

5.891. According to Abdillah and Hartono (2015) when t-

statistics is greater than t-values with alpha 5% then it can be

concluded as significant of accepted and p-value has to be

smaller than 0.5 (Sofyani). T-values for one tailed testing is

1.64 and for two tailed testing is 1.96, then it can concluded

that pull motivation has significant influence toward

destination loyalty through tourist satisfaction. The p-value is

also smaller than 0.05 which is shown on table above, 0.000,

so it can be said significant. Then it can be concluded that H08

is accepted. This result is in accordance with previous

research conducted by Battour et all, (2012). i. Testing of hypothesis 9.

Ho9: Push motivation has significant influence toward

destination loyalty through tourist satisfaction.

Ha9: Push motivation has no significant influence toward

destination loyalty through tourist satisfaction.

Based on the table 4.14, t-statistics of push motivation

toward destination loyalty through tourist satisfaction is

0.669. According to Abdillah and Hartono (2015) when t-

statistics is greater than t-values with alpha 5% then it can be

concluded as significant of accepted and p-value has to be

smaller than 0.5 (Sofyani). T-values for one tailed testing is

1.64 and for two tailed testing is 1.96, then it can concluded

that pull motivation has no significant influence toward

destination loyalty through tourist satisfaction, but the p-

value is still smaller than 0.05 which is shown on table above,

0.504. Due to the requirement to be accepted that t-statistics

has to be greater than t-value and p-value has to be smaller

than 0.5, so it cannot be said significant. The it can be

concluded that H09 is rejected and Ha9 is accepted. This result

is not in accordance with previous research conducted by

Battour, et all (2012).

PUSH7

Cumulative Frequency Percent Valid Percent Percent

Valid 1,00 2 2,0 2,0 2,0 3,00 45 45,0 45,0 47,0 4,00 37 37,0 37,0 84,0 5,00 16 16,0 16,0 100,0 Total 100 100,0 100,0 Source : primary data using spss 23

Based on result of this research tourist visiting to

Yogyakarta, with descriptive analysis using software spss

23, most respondent answer strongly dissagree in question

number 7, Break from demands at home. Respondent

answer strongly dissagree 2% and netral 45%

CHAPTER V

CONCLUSION AND RECOMMENDATION

A. Conclusion

Based on the research that conducted, there are several conclusions which related to it as follows:

1. Push motivations which are coming from internal desire of tourist such

as achievement, education, and escape has no significant influence

toward tourist satisfaction, because actually push motivations are

depending on the psychological state of tourist which can be different

and can suddenly change. Tourist condition while deciding to take

vacation or travel, then preparing the trip, and when he/ she already

arrived to the destination can be extremely different.

2. Pull motivations which are coming from external tourist or everything

about the destination which can attract tourist to come such as natural

scenery, modern atmosphere, and culture has significant influence

toward tourist satisfaction. It means that the external factors impact in

way to satisfy tourist desire.

3. Pull and push motivations simultaneously have significant influence

toward tourist satisfaction. It shown that both influence tourist

satisfaction as 80.5%.

4. Tourist satisfaction has significant influence toward destination loyalty.

It means when tourists are satisfied with the destination then they will

willingly return to the destination or recommend it to their relatives and

friends.

5. Pull motivation has significant influence directly to destination loyalty.

It means that everything about the destination which can attract tourist

has significant impact toward their loyalty to the destination which

makes them willingly return to the destination and recommend it to

friends and relatives.

6. Push motivation has no significant influence directly to destination

loyalty. It means that tourist internal desire has no significant impact

toward tourist‟s loyalty to the destination.

7. Pull and push motivations has significant influence toward destination

loyalty. It means that when they come both simultaneously, tourist

internal desire and everything in destination which can attract tourist to

came have significant impact to tourist willingness to return and

recommend as 80.5%.

8. Pull motivation has significant influence to destination loyalty through

tourist satisfaction. Which means that when everything that can attract

tourists to come to a destination and they satisfied with the destination,

they willingly will recommend it to their relatives and friends and

willingly return to destination.

9. The last one, push motivation has no significant influence to destination

loyalty through tourist satisfaction. It means everything which come

from tourist internal desire has no significant impact to tourist

satisfaction and destination loyalty.

B. Recommendation

For conducting the next research, there recommendation to conduct

the research in other place, with other criteria of tourist such as adventure

tourist or hiking community tourist, because probably there will be some

differences of result and indicators of pull and push motivation. Then,

suggested in conducting the research, to use larger sample so the

researcher could get better and clearly result as an output of the research.

In conducting the research, expectedly to conduct the research in smaller

area than this research to make the research process easier and the output

better. The next research also can combine the Islamic values towards

operational variables so the percept of Islamic tourism in tourist thought

can be drawn clearer. To achieve this goal researcher has to explore more

about the theory through books and journals.

This research hopefully can give any contribution on theory

development especially on pull and push motivation in tourism field and

75 especially travel agent of Yogyakarta ourism destination and destination marketers of Yogyakarta, Central Java

This research also hopefully can be guided for the travel agents and destination marketers of Yogyakarta in way to arrange the suitable based on tourist ideal needs. Based on research result that pull motivation or everything that come from the destination which can attract tourist has significant influence toward tourist satisfaction and destination loyalty, which means destination marketers have to be more creative to set the tour package and promote the destination.

Most of tourist came toYogyakarta for the beautiful and variety of its natural nature and interesting village which has interesting culture. In

Yogyakarta there several culture ritual, Travel agents and destination marketers can include it to the travel package where tourist can watch whole the process such as grebeg muharram, from the beginning of the preparation, and the grebeg muharram process. The government of hopefully can realizing the program which already design.

The destination marketer also can provide educational tourism package for children, such as a tour in smart park Yogyakarta area and participating in activity that organized in Yogyakarta It can add the variety of activities that can be seen by the tourist. This also will be fun event for children, because usually married with children tourist prefer to destination that can be enjoyable for the whole family.

As we knew from the result of research that push motivations has no significant impact towards satisfaction, but destination marketers and government still can take advantage from it. Destination marketers and government can use any marketing tools to create situation that make people feel and think that they need vacation, learning new things, or just to have feeling when they are far from home, or they just have to go away from home and job demands, then contribute to their decision making about vacation.

AttachmentI : Respondent Quisioner Sheet

Kepada Yth : Jakarta, December 2017 Responden di-Tempat

Assalamualaikum Warrahmatullahi Wabarakatuh

Bersama ini saya :

Nama : Nugroho Wicaksono

NIM : 1113081100007

Status : Mahasiswa Strata 1 (S-1), Fakultas Ekonomi dan Bisnis, Jurusan Manajemen (Internasional Program), Universitas Syarif Hidayatullah Jakarta.

Dalam rangka untuk penyelesaian studi Fakultas Ekonomi dan Bisnis, Jurusan Manajemen (Internasional Program), Semester 10, UIN Jakarta, saya memerlukan informasi untuk mendukung penelitian yang saya lakukan dengan judul ―Motivasi dan Kepuasan Turis serta Perannya terhadap Loyalitas kepada Destinasi” .

Untuk itu kami mohon kesediaan Bapak/Ibu/Saudara/I berpartisipasi dalam penelitian ini dengan mengisi kuesioner yang terlampir. Kesediaan Bapak/Ibu/Saudara/I mengisi kuesioner ini sangat menentukan keberhasilan penelitian yang saya lakukan.

Perlu Bapak/Ibu/Saudara/I ketahui sesuai dengan etika dalam penelitian, data yang saya peroleh akan dijaga kerahasiaannya dan digunakan semata-mata untuk kepentingan penelitian. Terimakasih telah bersedia me luangkan waktu mengisi dan mengembalikan kuisioner ini.

Atas kesediaan Bapak/Ibu/Saudara/i , saya ucapkan terima kasih.

Hormat Saya,

Nugroho Wicaksono

IDENTITAS RESPONDEN

Petunjuk Pengisian: Berilah tanda check list (√) atau tanda silang (X) pada pilihan

jawaban yang ada.

1. Nama : ......

2. Apakah anda sudah pernah mengunjungi Daerah Istimewa Yogyakarta, Indonesia ?

Pernah Belum pernah

3. Pada tahun berapa anda melakukan kunjungan ke Daerah Istimewa Yogyakarta, Indonesia? 2017 2016

2015 2014

Lainnya ......

4. Apakah anda beragama islam?

Ya Tidak

5. Jenis Kelamin : Laki – Laki Perempuan

6. Usia Anda Saat ini :

17 – 24 Tahun 25 – 32 Tahun

33 – 40 Tahun > 40 Tahun

7. Pendidikan Terakhir anda :

SD – SMA Sarjana (S1)

Diploma Pascasarjana

(S2 , S3)

8. Pekerjaan anda saat ini :

Mahasiswa Pegawai Swasta/BUMN

Guru / Dosen Lainnya ......

Petunjuk Pengisian

Isilah pertanyaan di bawah ini dengan memberikan tanda check list ( Ѵ ) atau tanda silang (X) pada salah satu kolom jawaban yang ada, adapun makna dari

jawaban alternative yang ada pada kuesioner ini adalah:

Keterangan Bobot

Sangat Tidak Penting 1

Tidak Penting 2

Netral 3

Penting 4

Sangat Penting 5

Sangat Sangat Tidak No Pernyataan Penting Netral Tidak Penting Penting Penting

Push Motivation

Achievement : Pencapaian 1. Agar dapat menceritakan perjalanan tersebut kepada orang lain

Exciting and Advanture : Kesenangan dan Petualangan 2. Menjadi suka berpetualang dan pemberani

Family togetherness : Kebersamaan dengan keluarga 3. Melihat sebanyak dan sebisa mungkin

Knowledge and education : Pengetahuan dan pendidikan 4.

Mempelajari hal baru atau meningkatkan wawasan 5. Mendapatkan pengalaman baru 6.

Mengunjungi tempat bersejarah

Escape : Hiburan

7. Istirahat dari kesibukan rumah

Sangat Sangat Tidak No Pernyataan Penting Netral Tidak Penting Penting Penting

Pull Motivations : Motivasi penarik

Natural Scenery : Pemandangan Alam 1.

Pemandangan alam yang indah 2. Situs ekologi yang natural

Wide Space and activities : Ruang dan aktivitas yang luas 3. Menjauhkan diri dari keramaian

Modern atmosphere : atmosfer moderen 4. Kota Jogjakarta adalah kota yang modern 5. Cuaca kota jogja yang baik

Different culture : Perbedaan kebudayaan 6.

Perbedaan budaya dari kota asal saya

7. Kota Jogja adalah kota tua yang bersejarah

Overall Tourist Satisfaction : Kepuasan Turis 1. Seberapa puaskah anda dengan Sangat Tidak Sangat kunjungan anda ke Yogjakarta ? Tidak Netral Puas Puas Puas Puas

2. Bagaimana anda menilai Lebih Lebih Buruk Netral Baik Yogyakarta dengan tempat- Buruk Baik tempat serupa yang pernah anda kunjungi?

3. Apakah menurut anda Sangat Tidak Sangat perjalanan anda ke Yogjakarta tidak Netral Sesuai sesuai Seusai lebih baik dari destinasi wisata sesuai dikota lainnya?

Destination Loyalty : Loyalitas terhadap tujuan wisata 1.

Apakah akan Tidak merekomendasikan Yogjakarta akan Tidak Netral Akan Pasti kepada teman dan keluarga sama akan anda? sekali

2. Apakah anda berencana untuk Tidak melakukan perjalanan ke akan Tidak Netral Akan Pasti Yogjakarta lagi dalam dua sama akan tahun ke depan? sekali

Attachment II : Result of output SmartPLS 3.0

PULL MOTIVATIONS No PULL1 PULL2 PULL3 PULL4 PULL5 PULL6 PULL7 1 4 3 3 3 4 4 4 2 5 5 3 5 4 4 4 3 5 5 4 4 5 4 4 4 5 4 4 4 4 4 4 5 4 4 3 5 4 3 3 6 5 5 5 5 4 5 5 7 5 5 4 4 4 4 4 8 5 5 5 5 5 5 5 9 5 5 3 3 5 3 4 10 5 5 4 3 4 3 4 11 3 3 3 3 3 3 3 12 3 3 3 3 3 3 3 13 4 4 4 4 5 4 4 14 4 4 3 5 5 5 4 15 4 5 4 4 5 5 5 16 3 5 4 3 4 3 4 17 4 4 3 3 4 4 4 18 4 4 4 3 5 5 4 19 5 5 4 5 5 5 5 20 2 5 4 3 5 4 4 21 4 4 4 4 4 4 4 22 5 4 5 4 4 4 5 23 4 4 3 5 5 4 4 24 5 5 4 4 4 3 4 25 5 5 4 4 4 3 4 26 5 5 4 5 5 5 5 27 4 5 4 4 5 4 4 28 5 5 5 5 5 5 5 29 1 1 1 1 1 1 1 30 5 5 4 5 5 3 5 31 5 5 5 5 3 4 4 32 5 5 2 3 3 3 3

33 5 5 5 4 5 4 4 34 5 5 4 5 5 4 5 35 4 5 4 4 3 3 4 36 5 5 4 4 5 5 5 37 4 5 4 4 4 4 4 38 4 3 3 3 4 4 4 39 5 5 3 5 4 4 4 40 5 5 4 4 5 4 4 41 5 4 4 4 4 4 4 42 4 4 3 5 4 3 3 43 5 5 5 5 4 5 5 44 5 5 4 4 4 4 4 45 5 5 5 5 5 5 5 46 5 5 3 3 5 3 4 47 5 5 4 3 4 3 4 48 3 3 3 3 3 3 3 49 3 3 3 3 3 3 3 50 4 4 4 4 5 4 4 51 4 4 3 5 5 5 4 52 4 5 4 4 5 5 5 53 3 5 4 3 4 3 4 54 4 4 3 3 4 4 4 55 4 4 4 3 5 5 4 56 5 5 4 5 5 5 5 57 2 5 4 3 5 4 4 58 4 4 4 4 4 4 4 59 5 4 5 4 4 4 5 60 4 4 3 5 5 4 4 61 5 5 4 4 4 3 4 62 5 5 4 4 4 3 4 63 5 5 4 5 5 5 5 64 4 5 4 4 5 4 4 65 5 5 5 5 5 5 5 66 1 1 1 1 1 1 1 67 5 5 4 5 5 3 5 68 5 5 5 5 3 4 4 69 5 5 2 3 3 3 3 70 5 5 5 4 5 4 4 71 5 5 4 5 5 4 5

72 4 5 4 4 3 3 4 73 5 5 4 4 5 5 5 74 4 5 4 4 4 4 4 75 4 3 3 3 4 4 4 76 5 5 3 5 4 4 4 77 5 5 4 4 5 4 4 78 5 4 4 4 4 4 4 79 4 4 3 5 4 3 3 80 5 5 5 5 4 5 5 81 5 5 4 4 4 4 4 82 5 5 5 5 5 5 5 83 5 5 3 3 5 3 4 84 5 5 4 3 4 3 4 85 3 3 3 3 3 3 3 86 3 3 3 3 3 3 3 87 4 4 4 4 5 4 4 88 4 4 3 5 5 5 4 89 4 5 4 4 5 5 5 90 3 5 4 3 4 3 4 91 4 4 3 3 4 4 4 92 4 4 4 3 5 5 4 93 5 5 4 5 5 5 5 94 2 5 4 3 5 4 4 95 4 4 4 4 4 4 4 96 5 4 5 4 4 4 5 96 4 4 3 5 5 4 4 98 5 5 4 4 4 3 4 99 5 5 4 4 4 3 4 100 5 5 4 5 5 5 5

PUSH MOTIVATIONS No PUSH1 PUSH2 PUSH3 PUSH4 PUSH5 PUSH6 PUSH7 1 4 4 4 4 4 4 3 2 2 4 4 4 4 5 4 3 3 4 5 5 5 3 3 4 4 4 4 4 4 4 4 5 4 4 5 5 5 4 3 6 5 5 5 5 3 5 4 7 5 4 5 5 4 5 3 8 3 4 5 5 5 5 5 9 5 5 5 5 5 5 5 10 3 4 3 3 3 3 3 11 3 3 4 4 3 3 3 12 3 3 4 4 3 3 3 13 2 4 4 4 4 3 4 14 3 3 3 3 3 3 3 15 4 4 4 4 4 4 4 16 4 5 4 4 4 4 4 17 3 4 4 4 4 4 3 18 4 3 4 4 4 3 3 19 4 4 4 4 3 4 3 20 3 5 5 4 4 4 4 21 4 4 4 4 4 4 4 22 4 4 5 5 4 5 5 23 4 4 4 4 3 3 3 24 4 4 4 4 4 4 4 25 4 4 4 4 4 5 3 26 4 5 4 5 5 4 5 27 4 4 5 4 4 5 3 28 5 5 5 5 5 4 4 29 1 1 1 1 1 1 1 30 4 5 3 4 4 5 4 31 5 5 5 5 5 5 5 32 4 5 5 5 3 4 3 33 4 5 5 5 5 5 4 34 4 3 5 5 5 5 4 35 4 5 5 4 3 5 3

36 5 5 5 5 5 4 4 37 4 4 5 5 4 5 5 38 4 4 4 4 4 4 3 39 2 4 4 4 4 5 4 40 3 4 5 5 5 3 3 41 4 4 4 4 4 4 4 42 4 4 5 5 5 4 3 43 5 5 5 5 3 5 4 44 5 4 5 5 4 5 3 45 3 4 5 5 5 5 5 46 5 5 5 5 5 5 5 47 3 4 3 3 3 3 3 48 3 3 4 4 3 3 3 49 3 3 4 4 3 3 3 50 2 4 4 4 4 3 4 51 3 3 3 3 3 3 3 52 4 4 4 4 4 4 4 53 4 5 4 4 4 4 4 54 3 4 4 4 4 4 3 55 4 3 4 4 4 3 3 56 4 4 4 4 3 4 3 57 3 5 5 4 4 4 4 58 4 4 4 4 4 4 4 59 4 4 5 5 4 5 5 60 4 4 4 4 3 3 3 61 4 4 4 4 4 4 4 62 4 4 4 4 4 5 3 63 4 5 4 5 5 4 5 64 4 4 5 4 4 5 3 65 5 5 5 5 5 4 4 66 1 1 1 1 1 1 1 67 4 5 3 4 4 5 4 68 5 5 5 5 5 5 5 69 4 5 5 5 3 4 3 70 4 5 5 5 5 5 4 71 4 3 5 5 5 5 4 72 4 5 5 4 3 5 3 73 5 5 5 5 5 4 4 74 4 4 5 5 4 5 5

75 4 4 4 4 4 4 3 76 2 4 4 4 4 5 4 77 3 4 5 5 5 3 3 78 4 4 4 4 4 4 4 79 4 4 5 5 5 4 3 80 5 5 5 5 3 5 4 81 5 4 5 5 4 5 3 82 3 4 5 5 5 5 5 83 5 5 5 5 5 5 5 84 3 4 3 3 3 3 3 85 3 3 4 4 3 3 3 86 3 3 4 4 3 3 3 87 2 4 4 4 4 3 4 88 3 3 3 3 3 3 3 89 4 4 4 4 4 4 4 90 4 5 4 4 4 4 4 91 3 4 4 4 4 4 3 92 4 3 4 4 4 3 3 93 4 4 4 4 3 4 3 94 3 5 5 4 4 4 4 95 4 4 4 4 4 4 4 96 4 4 5 5 4 5 5 96 4 4 4 4 3 3 3 98 4 4 4 4 4 4 4 99 4 4 4 4 4 5 3 100 4 5 4 5 5 4 5

TOURIST SATISFACTION No SAT 1 SAT2 SAT3 SAT4 1 3 4 4 3 2 4 4 4 4 3 5 4 4 4 4 4 4 4 4 5 4 4 4 4 6 5 5 5 5 7 5 5 5 5 8 5 5 5 5 9 3 3 4 3 10 4 4 4 4 11 4 3 3 4 12 4 3 3 4 13 4 4 4 5 14 4 4 3 3 15 3 4 4 3 16 4 4 4 4 17 4 4 4 4 18 5 5 5 5 19 5 5 5 5 20 5 3 3 2 21 4 4 4 3 22 5 4 4 4 23 4 5 4 4 24 4 5 4 4 25 5 4 5 5 26 5 5 4 4 27 4 4 4 4 28 5 4 4 5 29 1 1 1 1 30 5 5 5 5 31 5 4 4 5 32 4 5 5 4 33 4 5 4 4 34 5 5 4 5 35 5 4 3 4 36 5 5 4 5 37 4 4 3 4

38 3 4 4 3 39 4 4 4 4 40 5 4 4 4 41 4 4 4 4 42 4 4 4 4 43 5 5 5 5 44 5 5 5 5 45 5 5 5 5 46 3 3 4 3 47 4 4 4 4 48 4 3 3 4 49 4 3 3 4 50 4 4 4 5 51 4 4 3 3 52 3 4 4 3 53 4 4 4 4 54 4 4 4 4 55 5 5 5 5 56 5 5 5 5 57 5 3 3 2 58 4 4 4 3 59 5 4 4 4 60 4 5 4 4 61 4 5 4 4 62 5 4 5 5 63 5 5 4 4 64 4 4 4 4 65 5 4 4 5 66 1 1 1 1 67 5 5 5 5 68 5 4 4 5 69 4 5 5 4 70 4 5 4 4 71 5 5 4 5 72 5 4 3 4 73 5 5 4 5 74 4 4 3 4 75 3 4 4 3 76 4 4 4 4

77 5 4 4 4 78 4 4 4 4 79 4 4 4 4 80 5 5 5 5 81 5 5 5 5 82 5 5 5 5 83 3 3 4 3 84 4 4 4 4 85 4 3 3 4 86 4 3 3 4 87 4 4 4 5 88 4 4 3 3 89 3 4 4 3 90 4 4 4 4 91 4 4 4 4 92 5 5 5 5 93 5 5 5 5 94 5 3 3 2 95 4 4 4 3 96 5 4 4 4 96 4 5 4 4 98 4 5 4 4 99 5 4 5 5 100 5 5 4 4

DESTINATION LOYALTY No LOY1 LOY2 1 4 3 2 4 4 3 5 4 4 4 4 5 4 3 6 5 4 7 5 4 8 5 5 9 4 4 10 4 4 11 3 4 12 3 4 13 4 4 14 5 3 15 3 4 16 4 4 17 4 3 18 5 5 19 5 5 20 4 4 21 4 4 22 5 5 23 5 5 24 5 4 25 5 4 26 5 3 27 4 4 28 4 3 29 1 1 30 5 4 31 5 3 32 5 3 33 5 4 34 5 4 35 5 4

36 5 5 37 4 4 38 4 3 39 4 4 40 5 4 41 4 4 42 4 3 43 5 4 44 5 4 45 5 5 46 4 4 47 4 4 48 3 4 49 3 4 50 4 4 51 5 3 52 3 4 53 4 4 54 4 3 55 5 5 56 5 5 57 4 4 58 4 4 59 5 5 60 5 5 61 5 4 62 5 4 63 5 3 64 4 4 65 4 3 66 1 1 67 5 4 68 5 3 69 5 3 70 5 4 71 5 4 72 5 4 73 5 5 74 4 4

75 4 3 76 4 4 77 5 4 78 4 4 79 4 3

80 5 4 81 5 4 82 5 5 83 4 4 84 4 4 85 3 4 86 3 4 87 4 4 88 5 3 89 3 4 90 4 4 91 4 3 92 5 5 93 5 5 94 4 4 95 4 4 96 5 5 96 5 5 98 5 4 99 5 4 100 5 3

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