Analisis Segmentasi Pasar Konsumen Wisata Syariah di Kawasan Wisata Pulau Lombok

Abstract

Penelitian ini bertujuan untuk mengetahui segmentasi pasar konsumen wisata syariah di kawasan wisata Pulau Lombok. Penelitian berlokasi di kawasan wisata Pulau Lombok. Jenis penelitian yang digunakan yakni deskriptif, sampel penelitian berjumlah 300 orang, pengambilan sampel menggunakan metode sampel survei, alat pengumpulan data menggunakan kuisioner diukur dengan skala likert, pengujian kusioner menggunakan uji validitas dan reliabilitas. Analisa data menggunakan analisis deskriptif, chi square dan analisis klaster. Hasil penelitian yang diperoleh yakni kawasan wisata di Pulau Lombok telah memiliki pemenuhan indikator sebagai wisata syariah, hasil uji chi square diperoleh tiga variabel segmentasi demografi memiliki perbedaan dengan objek wisata syariah yakni usia, pendidikan dan pekerjaan. Kemudian hasil analisis klaster diperoleh lima kelompok konsumen yakni konsumen yang mencari ketenangan, petualang, keluarga, religius dan budayawan.

This research aims to determine the segmentation of the consumer market of sharia tourism in the tourist area of Lombok Island. The research is located in the tourist area of Lombok Island. The type of research used is descriptive, research sample amounted to 300 people, sampling using survey sample method, data collection tool using questionnaire measured by likert scale, testing questionnaire using validity and reliability test. Data analysis using descriptive analysis, chi square and cluster analysis. The research results obtained that the tourist area on the island of Lombok has had the fulfillment of indicators as sharia tourism, chi square test results obtained three variables demographic segmentation has a difference with the object of sharia tourism namely age, education and employment. Then the results of cluster analysis obtained by five consumer groups ie consumers who seek tranquility, adventurers, family, religious and humanist.