PENGARUH PAKET WISATA TERHADAP KEPUTUSAN PEMBELIAN WISATAWAN DI PULAU PARI

Abstract

This study examined the influence of the components of a special tour package on the decision of tourists to purchase a tour package to Pari Island. The study used a quantitative explanatory approach based on questionnaire data from 110 travelers who purchased packages from the study location. Four independent variables were examined: package price, package icon, transportation, and brochure presentation, while the tourist's purchase decision was a dependent variable. Data were analyzed using validity and reliability tests, multiple linear regression, t-test, F-test, and determination coefficient. The results showed that the four variables had a positive and significant partial effect, with t-values of 5.457, 3.638, 5.105, and 3.832, respectively, having a significance value of 0.000. Simultaneously, these variables significantly influenced travel decisions (F = 387.14; signatures = 0.000). An adjusted R² of 0.934 indicates that 93.4% of the variation in travel decisions is explained by this model. Transportation has the highest standard coefficient (Beta = 0.307). The findings suggest that package design should integrate economic value, destination uniqueness, ease of travel, and clear product presentation.