INTERNATIONAL CONFERENCE OF ASEAN PERSPECTIVE AND POLICY
The Effect of Advertising.
Exhibition and Event Marketing to Improve Awareness Awareness and its Impact on Intereststo Visit to Destination Religi Tour in Padang City (Case Study of Muslim Tourists from Malaysi.
Elfitra Desy Surya.
Megasari Saragih Faculty of Social Science.
Universitas Pembangunan Panca Budi.
Medan.
Indonesia elfitradesysurya1972@yahoo.
id, megasari.
saragih@gmail.
ABSTRACT
From the data released by the Tourism Office of West Sumatera Province, it is seen that tourist visit to West Sumatera tend to decrease from year to year .
However, this decline has made the industry players and the Tourism Office in West Sumatra both provinci and regency.
The city began to think of how efforts should be made to increase the interest of visiting Muslim tourists from Malaysia.
Because the achievement of Malaysian tourists visit per year to West Sumatra as many as 60,000 people in 2017, has not been achieved, although it has been pushed by running the event "Visit Padang Halal Year 2017" Not reached the target of tourists visiting Malaysia is because allegedly awareness of tourists from Malaysia to destinations West Sumatra religious tourism has not been fully terpenetrasi.
Because the pockets of Malaysian tourists who come to the city of Padang not only exist only in Kuala Lumpur, but also to other areas such as Selangor.
Ipoh.
Kedah, even to Kelantan and Negeri Sembilan.
Problem formulation of this research is Does Advertising.
Exhibition and Event have an effect on to Improving Consciousness of Tourists.
Do Advertising.
Exhibition and Event have an effect on to Improving Tourists Interest.
Does Increasing Awareness of Tourists Affect Improvement of Visiting.
Does Advertising.
Exhibition and Event marketing have an effect on Increased Visiting Interest through Tourist Awareness Keywords: Advertising.
Exhibition.
Event.
Religious Tourism Destination and Interest
BACKGROUND
also in the country that has great potential to attract people to come to the city of Padang, such as Langkawi and Alor Star located in the country Kedah which is closest to the city of Padang and allegedly has a strong historical roots with West Sumatra in the past.
From the data released by the Tourism Office of West Sumatra, visible visits of Malaysian tourists to the city of Padang tends to decline from year to year.
The decline of tourist visits that occur this is a serious challenge for industry players and the Department of Tourism in the city 2.
of Padang, both at the provincial level and district / city in West Sumatra.
Because the achievement of Malaysian tourists visit per year to West 1.
Sumatra as many as 60,000 people in 2017 has not been achieved, although it has been pushed by running the event "Visit Padang Toursm Halal Year 2017".
Not reached the target of tourists 2.
visiting Malaysia is because allegedly awareness of tourists from Malaysia to religious tourism 3.
destinations of West Sumatra has not been fully Because the pockets of Malaysian 4.
tourists who come to the city of Padang not only exist only in Kuala Lumpur,but also to other areas such as Selangor.
Ipoh.
Kedah, even to Kelantan and Negeri Sembilan.
To increase the 5.
penetration of awareness among Malaysian tourists who will visit the city of Padang then the activities of Advertising.
Exhibition and Event 6.
should be not only focused in Kuala Lumpur but RESEARCH PURPOSES The purpose of this research is as follows:
To review and analyze the influence of advertising on the awareness of touriststo religious tourism destinations in the city of Padang.
To study and analyze the influence of the exhibition on the awareness of tourists to religious tourism destinations in the city of Padang To examine and analyze the influence of event marketing on the awareness of tourists to religious tourism destinations in the city of Padang 4To review and analyze the influence of advertising on the interest of tourists visiting tourist destinations in the city of Padang To examine and analyze the influence of the exhibition on the interest ofvisiting tourists INTERNATIONAL CONFERENCE OF ASEAN PERSPECTIVE AND POLICY to religious tourism destinations in the city of Padang To study and analyze the influence of event marketing on the interest of visiting tourists to religious tourism destinations in the city of Padang To review and analyze the awareness of tourists on visiting intereststourists to religious tourism destinations in the city of Padang.
To review and analyze the influence of advertising on the interest of visitingtourists to religious tourism destinations in the city of Padang through the awareness of tourists To examine and analyze the influence of exhibition on the interest of visititourists to religious tourism destinations in Padang City through the awareness of tourists To examine and analyze the effect of event visiting tourists to religious tourism destinations in the city of Padang through awareness traveler According to Aaker .
, "Brand awareness is the ability of a potential buyer to recognize or recall that a brand is part of a particular product category".
Brand awareness requires continuum ranging from an uncertain feeling that a particular brand is known, a belief that the product is the only one in the product Event Marketing One of the powerful ways to deliver a brand message is to invite customers and potential customers to engage in an event held by the This is explained by Tom Duncan in the book "ThePriciples of Advertising and IMC".
In his book Tom Duncan said that "Event Marketing is held to attract and involve a brand's target audience.
" Event Marketing held must have an impact .
and give a deep impression to everyone who attends so that customers and potential customers can be quite a long time considering the fun experience.
Conceptual Research Framework
LITERATURE REVIEW
For the framework of research concept used is as follows:
Religious Tourism Sidi Gazalba in (Toyib & Sugiyanto, 2002:
, religion is the belief in and the relationship of man with the Holy, lived as a supernatural essence, a relationship that expresses itself in the form and system of cult and attitude based on certain doctrines.
Religious Tourism is one type of tourism products that are closely related to religion or religion that is embraced by humans.
Religious tourism is interpreted as a tourist activity to places that have special significance for religious people, usually in the form of places of worship, tombs of ulama or ancient sites that have advantages.
These advantages such as viewed from the side of history, the myths and legends about the place, or the uniqueness and architectural benefits built.
Visiting Interest Advertising Exibition Event Interest to Figure 1.
Conceptual Research Framework Intention is an attitude statement about how one will behave in the future (Syderlund and ynhman, 2.
Repurchase intention .
epurchase intentio.
is a consumer commitment that is formed after the consumer made a purchase of a product or service.
This commitment arises because of the consumer's positive impression of a brand, and the consumer is satisfied with the purchase (Hicksv et al, 2.
Awareness of Brand Awareness The hypothesis of this research is as follows:
Whether advertising has a positive and significant impact on the awareness of tourists to religious tourism destinations in Padang City Whether the exhibition has a positive and significant impact on the awarenessof tourists to religious tourism destinations in Padang City.
Whether ivent marketing has a positive and significant impact on the awarenessof tourists to religious tourism destinations.
Whether advertising has a positive and significant impact on the interest of visiting tourists to religious tourism destinations in Padang City.
INTERNATIONAL CONFERENCE OF ASEAN PERSPECTIVE AND POLICY
Whether the exhibition has a positive and significant impact on the interest of visiting tourists to religious tourism destinations in the city of Padang Whether ivent positively and significantly influence the interest of touristsvisiting religious tourism destinations in the city of Padang.
Is the awareness of tourists have a positive and significant impact on the interest of visiting tourists to religious tourism destinations in the city of Padang Whether advertising has a positive and significant impact on the interest of visiting tourists to religious tourism destinations in the city of Padang through the awareness of Whether the exhibition has a positive and significant impact on the interest of visiting tourists to religious tourism destinations in Padang City through the awareness of Do the ivent have a positive and significant impact on the interest of visitingtourists to religious tourism destinations in the city of Padang through the awareness of tourists RESULTS AND DISCUSSION From the research results obtained the value of outer loding for each - each indicator as From the above data shows that all indicators produce a value of loading above 0.
4 means the validity of the data is met or all indicators in the study valid.
RESEARCH METHOD
Type
Block_ Comm
Mean_ Redund
AVE
Exogenous Exogenous Location and Object Research The location of this research is in Padang City.
While the object of research is the perception of religious tourists who come to the city of Padang, associated with variables that will be examined are Advertising.
Exhibition.
Event Marketing.
Increasing Tourist Awareness and Visiting Interest Sampling The population in this study covers all religious tourist segment in Padang City, which according to the data of visit of 2017, tourists from Malaysia amounted to 22,105 people.
To get the sample is 5 x indicator.
Since the indicator is 20 then the sample is 5 x 20 = 100 respondents.
Data analysis method SEM (Structural Equation Modelin.
AnalysisData analysis techniques in this study using structural equation model analysis or also called PLS Structural Equation Model (SEM).
SEM is a set of statistical techniques that enable the testing of a series of relationships Furthermore in the data processing used software assistance Starcol Exogenous Endogenous Endogenous From the data seen that the value of AVE is 4 means the data for all indicators are DG.
From the above data shows that the value of C.
Alpha and DG.
rho above 0.
5 means all indicators in this study reliability.
INTERNATIONAL CONFERENCE OF ASEAN PERSPECTIVE AND POLICY
Variabel Original Boot Std.
Error Ivent exhibition bepengaruh positive and siginifikan against interest visiting through awareness of tourists in the city of Padang conclusion HO rejected and H1 accepted.
Results x2 -> z z -> y x3 -> y x1 -> y x1 -> z x2 -> y x3 -> z From the research results obtained research model with the following results:
From Direct Effect data it can be concluded that it can be seen that:
Advertising has a positive and significant influence on the awareness of touristin the city of Padang conclusion H0 rejected and H1 accepted.
The exhibition had positive and not significant effect on the awareness of tourists in Padang City.
H0 conclusion received H1 rejected.
Event marketing has a positive and significant influence on the awareness of tourists in Padang City conclusion H0 rejected and H1 accepted.
Advertising has a positive and significant impact on the interest of tourists visiting in Padang City conclusion H0 rejected and H1 The exhibition has a positive and significant impact on the interest of tourists in Padang City Conclusion H0 rejected H1 accepted.
Event marketing has a positive and significant effect on the interest of touristsvisiting in Padang City Conclusion H0 rejected and H1 accepted.
Awareness of tourists have positive and insignificant effect on visiting tourist interest in Padang City H0 conclusion accepted H1 The value of Goodness-of-Fit = 0.
means very feasible CONCLUSION Advertising has a positive and significant impact on the awareness of tourists in Padang City.
The exhibition has positive and not significant impact on the awareness of tourists in Padang City Marketing event has a positive and significant impact on the awareness of tourists in Padang City.
Advertising has a positive and significant impact on the interest of tourists visiting in Padang City.
The exhibition has a positive and significant impact on the interest of tourists in the city of Padang Event marketing has a positive and significant impact on the interest of tourists visiting in Padang City.
Awareness of tourists has positive and not significant effect on the interest of tourists visiting in Padang City.
Advertising bepengaruh positive and Kesimpulan significant to the interest of visiting through Relationship Direct the - awareness of tourists in the city of x1 -> x2 x1 -> x3 Padang.
Beaccepted x1 -> z The exhibition is positive and not significant Beaccepted x1 -> y on the interest of visiting through the x2 -> x3 awareness of tourists in the city of Padang.
Rejected x2 -> z Ivent exhibition bepengaruh positive and Rejected x2 -> y significant to the interest of visiting through Beaccepted x3 -> z the awareness of tourists in the city of Beaccepted x3 -> y Padang.
Beaccepted z -> y Ivent exhibition bepengaruh positive and significant to the interest of visiting through The exhibition was positive and not the awareness of tourists in the city of significant on the interest of visiting through Padang.
the awareness of tourists in the city of The value of R advertising, exhibition, and Padang conclusion HO accepted and H1 exhibition event tehadapawareness of tourists amounted to 85.
INTERNATIONAL CONFERENCE OF ASEAN PERSPECTIVE AND POLICY
SUGGESTION
To increase the interest of tourists visiting the city of Padang then the promotion must be done with advertising, exhibitions and marketing The awareness of tourist attractions will increase interest in tourist visits.
Industry and government actors as stakeholders must synergize in increasingthe interest of tourists visiting.
REFERENCES