ANALISIS FAKTOR-FAKTOR PENENTU PREFERENSI GEN Y ...repository.upi.edu/50728/1/S_PPB_1602015_Title.pdf · preferensi Gen Y dalam memilih akomodasi non-hotel berdasarkan pengalaman

Tamara Selvira, 2020 ANALISIS FAKTOR-FAKTOR PENENTU PREFERENSI GEN Y BERDASARKAN PENGALAMAN MENGINAP DALAM MEMILIH AKOMODASI NON-HOTEL Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu

ANALISIS FAKTOR-FAKTOR PENENTU PREFERENSI GEN Y

BERDASARKAN PENGALAMAN MENGINAP DALAM MEMILIH

AKOMODASI NON-HOTEL

SKRIPSI

Diajukan untuk Memenuhi Salah Satu Prasyarat Memperoleh Gelar Sarjana Pariwisata

Program Studi Manajemen Resort dan Leisure

Pada Fakultas Pendidikan Ilmu Pengetahuan Sosial

Disusun oleh:

Tamara Selvira

1602015

PROGRAM STUDI MANAJEMEN RESORT DAN LEISURE

FAKULTAS PENDIDIKAN ILMU PENGETAHUAN SOSIAL

UNIVERSITAS PENDIDIKAN INDONESIA

2020

ii




AKOMODASI NON-HOTEL

Oleh : Tamara Selvira

Sebuah skripsi yang diajukan untuk memenuhi salah satu syarat memperoleh

gelar Sarjana Pariwisata pada Fakultas Pendidikan Ilmu Pengetahuan Sosial

© Tamara Selvira 2020

Universitas Pendidikan Indonesia

Mei 2020

Hak Cipta dilindungi undang-undang. Skripsi tidak boleh diperbanyak

seluruhnya atau sebagian, dengan dicetak ulang, difotokopi, atau cara lainnya tanpa

ijin dari penulis.


LEMBAR PENGESAHAN

Tamara Selvira

1602015



AKOMODASI NON-HOTEL

Disetujui dan disahkan oleh pembimbing:

Pembimbing I

Dr. Ahmad Hudaiby Galihkusumah, S,ST.,PAR., MM.

NIP. 19810522 201012 1 006

Pembimbing II

Sri Marhanah S.S., M.M

NIP. 19811014 200604 2 001

Mengetahui,

Ketua Program Studi Manajemen Resort & Leisure

Dr. Ahmad Hudaiby Galihkusumah, S,ST.,PAR., MM.

NIP. 19810522 201012 1 006

vi


ABSTRAK



AKOMODASI NON-HOTEL

Oleh

Tamara Selvira

NIM 1602015

Tujuan dari penelitian ini adalah untuk membentuk ulang faktor-faktor yang mempengaruhi

preferensi Gen Y dalam memilih akomodasi non-hotel berdasarkan pengalaman menginap

yang pernah dirasakan. Penelitian ini mengidentifikasi faktor preferensi Gen Y melalui

motivasi menginap dan nilai menginap yang merupakan aspek dari pengalaman menginap.

Metodelogi yang digunakan adalah kuantitatif explorative dengan responden sebanyak 203

orang Generasi Y. Teknik pengambilan sampel yang digunakan adalah purposive sampling

dengan populasi yaitu Generasi Y yang pernah menginap Apartemen yang disewakan

perhari, Guesthouse, Homestay dan Villa. Penelitian ini menggunakan analisis faktor pada

motivasi dan analisis faktor pada nilai menginap pada responden. Selanjutnya dilakukan

interpretasi dan penamaan dari faktor yang terbentuk. Hasil penelitian ini menunjukan bahwa

ada 6 faktor yang terbentuk,3 Faktor merupakan faktor yang terbentuk dari aspek Motivasi

yaitu Faktor Kolaborasi, Faktor Kebaruan dan Faktor Kenyamanan. Lalu, 3 faktor lainnya

merupakan faktor yang terbentuk dari aspek Nilai Menginap yaitu Faktor Enhancement

Value, Faktor Openness and Enhancement Value dan Faktor Openness Value.

Kata kunci : Analisis Faktor, Pengalaman Menginap Gen Y, Preferensi, Akomodasi

Non-Hotel.

vii


ABSTRACK

Factor Analysis of Gen Y Preference based on The Experience of Staying for

Choosing Non-Hotel Accomodation

By

Tamara Selvira

NIM 1602015

The purpose of this study is to regrouping the factors that influence Gen Y

preferences in choosing non-hotel accommodation based on the experience of staying

that has ever been felt. This research identifies Gen Y preference factors through

motivation to stay and value of stay which are aspects of the stay experience. The

methodology used is explorative quantitative with 203 Generation Y as respondent.

The sampling technique used is purposive sampling with a population of Generation

Y who have stayed in apartments that are rented per day, Guesthouse, Homestay and

Villa. This study uses factor analysis on motivation and factor analysis on the value

of stay for the respondent. Next is the interpretation and naming of the factors

formed. The results of this study indicate that there are 6 factors that are formed, 3

factors are factors that are formed from aspects of Motivation to Stay namely

Collaborative Factor, Novelty Factor and Cozy factor. Then, the other 3 factors are

factors that are formed from the aspects of Value of Stay, namely Enhancemen Value

, Openness Enhancement and Openness Value. This research gives contributes to non-hotel accommodation business owners to provide a description of Gen Y

preferences as market segmentation and to be a reference for further research.

Keywords: Factor Analysis, Gen Y Stay Experience, Preferences, Non-Hotel

Accommodations.

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DAFTAR ISI

PERNYATAAN................................................................................................................... ii

UCAPAN TERIMA KASIH ................................................................................................iii

KATA PENGANTAR ......................................................................................................... v

ABSTRAK ........................................................................................................................... vi

ABSTRACK ......................................................................................................................... vii

DAFTAR ISI ...................................................................................................................... viii

DAFTAR TABEL ................................................................................................................ ix

BAB I PENDAHULUAN .................................................................................................... 1

1.1 Latar Belakang Masalah............................................................................................ 1

1.2 Rumusan Penelitian .................................................................................................. 5

1.3 Tujuan Penelitan ....................................................................................................... 5

1.4 Manfaat Penelitian .................................................................................................... 5

BAB II KAJIAN PUSTAKA ............................................................................................. 8

2.1 Gen Y sebagai Segmentasi ........................................................................................ 8

2.1.1 Pengertian Generasi Y ...................................................................................... 8

2.1.2 Pengertian Segmentasi .................................................................................... 10

2.1.3 Generasi Y sebagai Segmentasi Akomodasi ................................................... 11

2.2 Preferensi Tamu ...................................................................................................... 12

2.3 Pengalaman menginap ............................................................................................ 13

2.3.1 Motivasi .......................................................................................................... 13

2.3.2 Motivasi millennial dalam menginap .............................................................. 14

2.3.3 Value of stay ................................................................................................... 15

2.4 Akomodasi Non Hotel ............................................................................................ 19

2.5 Penelitian Sebelumnya ............................................................................................ 21

2.6 Kerangka Pemikiran ................................................................................................ 22

2.7 Hipotesis ................................................................................................................. 24

BAB III METODE PENELITIAN..................................................................................... 25

3.1 Desain Penelitian ...................................................................................................... 25

3.2 Lokasi Penelitian ...................................................................................................... 25

3.3 Populasi dan Sampel ................................................................................................. 25

ix


3.3.1 Populasi ............................................................................................................... 25

3.3.2 Teknik Pengambilan Sampel ............................................................................... 25

3.4 Teknik Pengumpulan Data ......................................................................................... 26

3.5 Variabel Penelitian ....................................................................................................... 27

3.6 Instrumen Penelitian .................................................................................................. 29

3.7 Jenis Data dan Sumber Data ...................................................................................... 30

3.7.1 Data Primer ......................................................................................................... 30

3.7.2 Data Sekunder ..................................................................................................... 30

3.8 Uji Validitas dan Reabilitas ....................................................................................... 30

3.8.1 Uji Validitas ........................................................................................................ 30

3.8.2 Uji Reabilitas ...................................................................................................... 31

3.9 Teknik Analisis Data .................................................................................................. 31

3.9.1 Analisis Faktor (Analisis Komponen Utama/PCA) ............................................ 31

BAB 4 ................................................................................................................................ 36

HASIL DAN PEMBAHASAN .......................................................................................... 36

4.1 Gambaran Umum .................................................................................................... 36

4.2 Pembahasan Uji Validitas dan Uji Realibilitas ....................................................... 37

4.3 Analisis Deskriptif .................................................................................................. 40

4.4 Tanggapan Responden pada Motivasi Menginap ................................................... 46

4.6 Analisis Faktor ........................................................................................................ 50

4.6.1 Analisis Faktor Motivasi Menginap ................................................................ 51

4.6.2 Analisis Faktor Nilai Menginap ...................................................................... 58

4.7 Interpretasi Faktor yang Terbentuk ......................................................................... 66

4.7.1 Faktor Kolaborasi ............................................................................................ 66

4.7.2 Faktor Kebaruan .............................................................................................. 68

4.7.3 Faktor Kenyamanan ........................................................................................ 69

4.7.4 Faktor Enhancement Value ............................................................................. 70

4.7.5 Faktor Openness and Enhancement Value ...................................................... 71

4.7.6 Faktor Openness Value ................................................................................... 72

BAB 5 ................................................................................................................................ 74

x


KESIMPULAN DAN SARAN .......................................................................................... 74

5.1 Kesimpulan ............................................................................................................. 74

5.2 Rekomendasi ........................................................................................................... 74

5.3 Keterbatasan Penelitian ........................................................................................... 75

Daftar Pustaka .................................................................................................................... 76

Lampiran ............................................................................................................................ 80

xi


DAFTAR TABEL

Table 1 Proyeksi Penduduk Indonesia Menurut Kelompok Umur pada Tahun 2019 .............. 1

Table 2 Distribusi Usaha Akomodasi Berdasarkan Klasifikasi pada Tahun 2014-2016 .......... 3

Table 3 Operasional Variabel ................................................................................................. 27

Table 4 Skala Likerts .............................................................................................................. 29

Table 5 Kriteria Keputusan ..................................................................................................... 34

Table 6 Uji Validitas ............................................................................................................... 37

Table 7 Uji Reliabilitas Motivasi ............................................................................................ 39

Table 8 Uji Reliabilitas Nilai .................................................................................................. 39

Table 9 Tanggapan Responden pada Variabel Motivasi Menginap ....................................... 46

Table 10 Tanggapan Responden pada Nilai Menginap .......................................................... 49

Table 11 KMO and Barlett‟s Test Motivasi Menginap .......................................................... 51

Table 12 Communalities Motivasi .......................................................................................... 52

Table 13 Total Variance Explained Motivasi ......................................................................... 53

Table 14 Component Matrix Motivasi .................................................................................... 55

Table 15 Rotated Component Matrix Motivasi ...................................................................... 55

Table 16 Component Transformation Matrix Motivasi .......................................................... 58

Table 17 KMO and Barlett‟s Test Nilai Menginap ................................................................. 59

Table 18 Comunalities Nilai ................................................................................................... 60

Table 19 Total Variance Explained Nilai ............................................................................... 62

Table 20 Component Matrix Nilai .......................................................................................... 63

Table 21 Rotated Component Matrix Nilai ............................................................................. 63

Table 22 Component Transformation Matrix NIlai ................................................................ 65

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ANALISIS FAKTOR-FAKTOR PENENTU PREFERENSI GEN Y ...repository.upi.edu/50728/1/S_PPB_1602015_Title.pdf · preferensi Gen Y dalam memilih akomodasi non-hotel berdasarkan pengalaman