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PENGARUH PRODUK K-POP TERHADAP MINAT TRAVEL KE KOREA SELATAN DENGAN TUJUAN WISATA SEBAGAI VARIABEL INTERVENING (Studi Pada Mahasiswa USU)

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PENGARUH PRODUK K-POP TERHADAP MINAT TRAVEL KE KOREA SELATAN DENGAN TUJUAN WISATA SEBAGAI VARIABEL INTERVENING (Studi Pada Mahasiswa USU) PENGARUH PRODUK K-POP TERHADAP MINAT TRAVEL KE KOREA SELATAN DENGAN TUJUAN WISATA SEBAGAI VARIABEL INTERVENING (Studi Pada Mahasiswa USU) SKRIPSI Diajukan Sebagai Salah Satu Syarat untuk Menyelesaikan Pendidikan Pada Program Studi Ilmu Administrasi Bisnis Fakultas Ilmu Sosial dan Ilmu Politik Universitas Sumatera Utara Disusun Oleh: IRMA YANTI TANJUNG 140907044 PROGRAM STUDI ILMU ADMINISTRASI BISNIS FAKULTAS ILMU SOSIAL DAN ILMU POLITIK UNIVERSITAS SUMATERA UTARA MEDAN 2018 Universitas Sumatera Utara SURAT PERNYATAAN Yang Bertanda tangan dibawah ini: Nama : IRMA YANTI TANJUNG NIM : 140907044 Menyatakan bahwa Skripsi yang berjudul: Pengaruh Produk K-Pop terhadap Minat travel ke Korea Selatan dengan Tujuan Wisata Sebagai Variabel Intervening ( Studi Pada Mahasiswa USU) Merupakan hasil karya dan pekerjaan saya sendiri serta seluruh sumber yang dikutip maupun yang dirujuk telah saya nyatakan dengan benar dan sesuai ketentuan. Apabila terbukti tidak demikian, saya bersedia menerima sanksi yang berlaku. Medan, Maret 2018 Irma Yanti Tanjung Universitas Sumatera Utara UNIVERSITAS SUMATERA UTARA FAKULTAS ILMU SOSIAL DAN POLITIK PROGRAM STUDI ILMU ADMINISTRASI BISNIS HALAMAN PERSETUJUAN Hasil skripsi ini telah disetujui untuk dipertahankan dan diperbanyak oleh: Nama : IRMA YANTI TANJUNG NIM : 140907044 Program Studi : Ilmu Administrasi Bisnis Judul : Pengaruh Produk K-Pop terhadap Minat Travel ke Korea Selatan dengan Tujuan wisata sebagai Variabel Intervening Medan, Maret 2018 Dosen Pembimbing Ketua Program Studi Drs, Posma Lumbanraja, M.Si Prof. Dr. Marlon Sihombing, M.A NIDN: 0116116903 NIP: 19590816 198611 1 003 Dekan Fakultas Ilmu Sosial dan Ilmu Politik Dr. Muryanto Amin, S.Sos, M.Si NIP: 19740930 200501 1 002 Universitas Sumatera Utara ABSTRAK PENGARUH PRODUK K-POP TERHADAP MINAT TRAVEL KE KOREA SELATAN DENGAN TUJUAN WISATA SEBAGAI VARIABEL INTERVENING (Studi Pada Mahasiswa USU) Nama : Irma Yanti Tanjung NIM : 140907044 Program Studi : Ilmu Administrasi Bisnis Fakultas : Ilmu Sosial dan Ilmu Politik Dosen Pembimbing : Drs. Posma Lumbanraja, M.Si Globalisasi yang gencar terjadi saat ini, membawa beberapa perubahan dalam kehidupan antar negara. Terlebih dengan adanya globalisasi media, informasi yang menyebar di beberapa negara menjadi seragam. Terkadang, keseragaman informasi ini juga membawa suatu kebudayaan dari si komunikator informasi. Dan dalam jangka panjang , kebudayaan yang terbawa ini juga menyebar ke beberapa negara dimana informasi itu masuk. Saat ini budaya popular korea selatan atau lebih di kenal dengan K- Pop kini telah menjadi salah satu soft power korea selatan. Hallyu yang merupakan budaya pop korea bahkan dijadikan sebagai salah satu jenis pariwisata yaitu hallyu tourism, yaitu jenis pariwisata yang berkaitan erat dengan konten konten hallyu, seperti mengunjungi tempat - tempat yang di jadikan lokasi syuting dari sebuah drama ataupun film korea Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh produk k-pop terhadap minat travel dengan tujuan wisata sebagai variabel intervening pada Mahasiswa USU. Penelitian ini menggunakan metode kuantitatif dengan pendekatan asosiatif. penelitian ini dilakukan pada Mahasiswa USU. Waktu penelitian dilaksanakan pada bulan November 2017-Januari 2018. Populasi pada penelitian ini adalah Mahasiswa USU dan sampel dalam penelitian ini sebanyak 96 responden sebagai sampel penelitian dan teknik penentuan sampel menggunakan metode Nonprobability sampling yaitu dengan purposive sampling. Teknik analisis data yang digunakan adalah analisis jalur dengan model uji intervening. Hasil uji normalitas menunjukkan model regresi yang berdistribusi normal dengan melihat kurva histogram , residual statistic dan kurva normal probability plot. Pada uji linieritas di dapat nilai sig 0,000 dengan taraf signifikan 0,05 menunjukkan data yang di oleh berhubungan secara linier. Selanjutnya analisis regresi yang dilakukan di peroleh hasil yang positif. Dengan b1 (0,493) dan b2 (0,444). Pada koefisien determinasi diperoleh nilai Adjusted Square (0,210 ) yang berarti kemampuan variabel independen terhadap dependen terbatas dan (0,637) yang berarti kemampuan variabel independen terhadap dependen dinyatakan baik karena mendekati angka 1. Uji-F terlihat bahwa F-hitung (84,492) > F-tabel (3,092) dengan sig. sebesar 0,000 yang berarti variabel produk k-pop dan tujuan i Universitas Sumatera Utara wisata secara bersama-sama berpengaruh positif dan signifikan terhadap minat travel ke korea selatan. Uji t yang didapat dalam penelitian ini adalah t hitung lebih besar > dari t tabel maka H0 di tolak dan Ha di terima yang artinya produk k-pop dan tujuan wisata berpengaruh positif dan signifikan terhadap minat travel ke korea selatan. Pada analisis jalur memperlihatkan pengaruh langsung produk k-pop terhadap minat travel sebesar 0,493 Semetara pengaruh tidak langsung melalui tujuan wisata yaitu 0,467 x 0,444= 0,207 Dari hasil perhitungan yang didapat menunjukkan pengaruh secara tidak langsung melalui tujuan wisata lebih kecil dibanding pengaruh secara langsung terhadap minat travel. Hasil ini menunjukkan bahwa tujuan wisata memediasi antara produk k-pop terhadap minat travel. Kata kunci: Produk K-Pop, Minat Travel, Tujuan Wisata ii Universitas Sumatera Utara ABSTRACT INFLUENCE OF K-POP PRODUCTS TO TRAVEL INTEREST TO SOUTH KOREA WITH TOURISM OBJECTIVES AS INTERVENING VARIABLES (Study at USU Students) Name :Irma Yanti Tanjung NIM :140907044 Departement : Business Administration Faculty : Political and Social Science Advisor : Drs. Posma Lumbanraja, M.Si An intense globalization takes place today, bringing about some changes in the life of countries. Especially with the globalization of media, information spread in several countries become uniform. Sometimes, this uniformity of information also brings a culture of the information communicator. And in the long run, this culture also spread to some countries where the information came in. Currently popular culture south korea or more in the know with K-Pop has now become one of the soft power south korea. Hallyu which is a Korean pop culture even made as one type of tourism that is hallyu tourism, which is a kind of tourism that is closely related to hallyu content content, such as visiting places - places that made the filming of a drama or film korea This study aims to find out how big the influence of k-pop products on travel interest with tourist destination as intervening variable in USU Students. This research uses quantitative method with associative approach. This study was conducted on USU Students. The study was conducted in November 2017-January 2018. The population in this study were USU students and the samples in this study were 96 respondents as the sample of research and technique of determining the sample using Nonprobability sampling method by purposive sampling. Data analysis technique used is path analysis with intervening test model. Normality test results show a normal distributed regression model by looking at histogram curve, residual statistic and normal probability plot curve. In linearity test can be sig value 0.000 with significant level 0,05 show data which in by correlation linearly. Furthermore regression analysis done in obtaining positive results. With b1 (0,493) and b2 (0,444). In the coefficient of determination obtained Adjusted Square value (0.210) which means the ability of independent variables on the dependent is limited and (0.637) which means the ability of independent variables on the dependent is declared good because approaching the number 1. Test-F seen that F-count (84.492)> F- table (3.092) with sig. amounting to 0,000 which means k-pop product variables and tourist destinations together have a positive and significant effect on travel interest to south korea. The t test obtained in this study is t greater than> t of the table then H0 rejected and Ha received which means that k-pop products and tourist destinations have a positive and significant impact on travel interest to south korea. In the path analysis shows the direct effect of k-pop products on travel interests of 0.493 iii Universitas Sumatera Utara indirect influence through tourist destination that is 0.467 x 0.444 = 0.207 From the results obtained calculations show indirect influence through the tourist destination is smaller than the direct influence on travel interests . These results suggest that travel destinations mediate between k-pop products against travel interests. Keywords: K-Pop Product, Travel Interest, Tourism Destination iv Universitas Sumatera Utara KATA PENGANTAR Puji syukur kepada Allah SWT, karena atas berkah dan rahmat dan karunianya akhirnya penulis dapat menyelesaikan skripsi saya yang berjudul “Pengaruh Produk K-Pop Terhadap Minat Travel ke Korea Selatan dengan Tujuan Wisata Sebagai Variabel Intervening”. Skripsi ini disusun sebagai salah satu syarat untuk menyelesaikan pendidikan pada program studi Ilmu Administrasi Bisnis, Fakultas Ilmu Sosial dan Ilmu Politik Universitas Sumatera Utara. Peneliti mengucapkan terima kasih kepada yang teristimewa, kedua orangtua penulis Bapak Khairul Sikumbang dan Ibu Mardiana Tanjung, atas didikan, kasih sayang, kesabaran, serta doa dan dukungan yang diberikan kepada peneliti. Selama masa perkuliahan hingga penulisan skripsi ini peneliti telah banyak mendapat bimbingan, saran, motivasi, serta doa dari berbagai pihak. Oleh Karena itu, pada kesempatan ini peneliti menyampaikan terima kasih kepada semua pihak yang telah memberikan bantuan dan bimbingan, yaitu: 1. Bapak Prof. Dr. Muryanto Amin,
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