ANALISIS PENGARUH FUNCTIONAL QUALITY DAN TECHNICAL QUALITY TERHADAP BEHAVIOURAL INTENTIONS MELALUI UTILITARIAN VALUE, SYMBOLIC VALUE DAN HEDONIC VALUE PADA SUROBOYO CARNIVAL NIGHT MARKET

Abstract

Tourist attractions and entertainment venues is a place that is needed there for the big cities such as Surabaya. Besides as a means of entertainment, tourist attractions is a promising business. Suroboyo Carnival comes with a unique concept. In order to provide the best for the customers of course Suroboyo Carnival must continue to evolve. Therefore, this study was conducted to analyze Functional Quality and Technical Quality affecting Behavioural Intentions through Utilitarian Value, Symbolic Value and Hedonic Value of Suroboyo Carnival Night Market consumers in Surabaya. This study uses a quantitative approach with analysis techniques stuctural Equation Model (SEM) and the AMOS 22.0 software. Questionnaires distributed to 120 respondents in the sample from the population of visitors Suroboyo Carnival Night Market. Samples in this study were determined using probability sampling with proportional random sampling method. The results showed that the variables Behavioural Intentions significantly influenced by Hedonic Value with a path coefficient of .819. and Symbolic Value with a path coefficient of .213.