ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI PREFERENSI PENGUNJUNG PADA WISATA PASIR PUTIH PORSEA

Abstract

In line with the growing number of public visits to tourism activities, an in-depth understanding of the factors influencing visitor preferences has become an essential consideration in the development of tourism destinations. This study aims to examine the extent to which internal and external factors affect visitor preferences at the Pasir Putih Porsea tourist attraction. The research employed a quantitative approach, with the population consisting of all visitors to Pasir Putih Porsea. A total of 100 respondents were selected as the sample using the Slovin formula. Data were collected through questionnaires and analyzed using multiple linear regression with the assistance of SPSS version 25.00.The analysis was conducted to identify the relationship between the independent and dependent variables. The correlation coefficients obtained for Internal Factors (X1) and External Factors (X2) were 0.092 and 0.177, respectively. The multiple linear regression equation derived was: Y = 14.846 + 0.092X1 + 0.177X2. The coefficient of determination (R Square) was 0.535, indicating that the two independent variables jointly explained 53.5% of the variance in visitor preferences, while the remaining 46.5% was influenced by other factors not examined in this study.The results of the partial hypothesis testing revealed that the t-value for Internal Factors was 3.299 and for External Factors was 7.425. Given the critical t-value of 1.984, it can be concluded that both Internal Factors and External Factors exert a positive and statistically significant effect on visitor preferences (tcount > ttable). Furthermore, the results of the simultaneous test (F-test) demonstrated that the two independent variables collectively exerted a significant influence on visitor preferences, as evidenced by an F-value of 55.876, which exceeded the critical F-value of 3.09.