THE ANALYSIS OF FOREIGN TOURIST PERCIEVED VALUE ON SATISFACTION OF SHOPPING TOURISM IN BANDUNG

Abstract

This study is aimed to analyze foreign tourist perceived value on satisfaction of shopping tourism in Bandung. This research used a quantitative research method to evaluate the independent variables (Hedonic Value, Utilitarian Value, and Social Interaction) towards dependent variable (Tourist Satisfaction). Non-probability sampling with purposive sampling was used in this study. Questionnaires consisting of 14 questions with the Likert scale as a tool to measure the level of agreement was distributed to 75 respondents. Data analysis used in this research were validity, reliability, classical assumption and multiple regression. The result affirmed that Hedonic Value, Utilitarian Value, and Social Interaction Value have a partial significant influence on Tourist Satisfaction. Hedonic Value has the highest influence on Tourist Satisfaction followed by Utilitarian Value and Social Interaction. This study also showed that all independent variables (Hedonic Value, Utilitarian Value, and Social Interaction) have simultaneous significant influence towards Tourist Satisfaction with 73.5% of adjusted R2.