Abstract:
Museum Sejarah Jakarta is one of most iconic and attractive museums in the city. However, the number of domestic young adult visitors experienced a decrease in 2012 compared to 2011. This research was then conducted in the hope of finding out the factors that motivate young adults to visit the museum so that it can be an integrated platform for the museum management to overcome the problem. Ac-cording to the theory, common travel motivation consists of physical, cultural, interpersonal, as well as status and prestige motivators. This research is a quantita-tive research which utilizes factor analysis. Population is Indonesian young adults, who are active students of higher learning institutions based in Jabodetabek area and have visited Museum Sejarah Jakarta at least once. The total sample is 100—52% of the respondents are male and the rest are female. 33% of the respondents are 20 years old, 28% are at the age of 21, 24% are 19 years old, 10% are at the age of 18, 4% are 22 years old and the remaining 1% is 17 years old. 67% of them study at a Bekasi-based higher learning institution, 30% of them are students of Jakarta-based higher learning institutions and the rest are those whose campus lo-cation is in either Depok or Tangerang. The conclusion of the research is that physical, cultural, interpersonal as well as status and prestige motivators induce domestic young adult visitors to visit Museum Sejarah Jakarta. In factor analysis, those motivators are extracted and rotated into six new factors that turn out to con-tribute as much as 60.649% to the motivations of domestic young adult visitors. The most contributing factor is Thirst for Culture with its variance value of 14.092%. Also, through weighted mean, it is found that Educational Force is the most dominant factor that motivates domestic young adult visitors. All these fac-tors are useful consideration materials for museum management to reach young adults market segment more effectively and efficiently, so that the number of young adult visitors can grow.
