PENGARUH FUNCTIONAL VALUE, EMOTIONAL VALUE, DAN SOCIAL VALUE TERHADAP KEPUASAN PENGUNJUNG WISATA MIMI LAND DI DESA KARIMUNTING KABUPATEN BENGKAYANG

Abstract

In the 21^st century tourism industry is expected to become a mainstay of foreign exchance earnings and development to drive the economy of a country. Specifically this study to create a conceptual framework with the variable of functional value (X1), emotional value (X2), social value (X3) and consumer satisfaction (Y) Mimiland Tourism in Karimunting Village of Bengkayang Regency aims to analyze whether or not the functional value, emotional value and social value on consumer satisfaction Mimiland Tourism in Karimunting Village of Bengkayang Regency.

The research data was obtained from questionnaires were taken using purposive sampling method sampling technique in which researchers have made a lattice / certain criteria based on the charateristics that will be the subject of the study sample (Sugiyono,2004:73). With a sample size of 100 respondents (net accumulation of damaged and missing questionnaires). Using quantitative analysis processed with SPSS 16 include the validity and reliability, the classic assumtion test (test for normality, linearity test, test heteroscedasticity, and multicollonearity test), multiple regresion analysis, t test and F test result of this study indicate that the functional value (X1) and social value (X3) simultaneously or partially significantly influence consemer satisfaction but emotional value (X2) not influence consumer satisfaction Mimiland Tourism in Karimunting Village of Bengkayang Regency.

Keywords: functional value, emotional value, social value, and consumer satisfaction.