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ANALISIS SEGMENTASI PASAR WISATA KEBUN GOWA

Jurnal Sosial Ekonomi Pertanian · Vol. 16 No. 3 (2021) · pp. 287–301

DOI
10.20956/jsep.v16i3.8432
ISSN
2598-5922, 0853-8395
Published
2021-02-15
Publisher
Hasanuddin University
Language
id
License
creativecommons.org/licenses/by-nc/4.0

Abstract

English

Market segmentation is the process of classifying heterogeneous whole markets into groups or segments that have similarities in terms of needs, desires, behavior and / or responses to specific marketing programs. Gowa Tourism Gardens is one of the tourist attractions in South Sulawesi which has a lot of tourism supporting facilities and is still in the development stage so market segmentation needs to be done. The purpose of this study is to identify the characteristics of visitors to the Gowa Tourism Gardens and analyze the dependencies between the Gowa Tourism Gardens market segmentation variables. This study determines the market segmentation by using consumer loyalty as the dependent variable and demographic, geographical, psychographic, and visitor behavior data as independent variables. The number of samples in this study as many as 150 people. Methods of data analysis using CHAID analysis. The results of this study indicate that most visitors to the Gowa Garden Tourism are women, adolescents, have a junior high school education, have student/ college student status, have an income ≤Rp500,000.00 per month, and from outside the region Gowa. The significant independent variable with the dependent variable of visitor loyalty based on the results of the CHAID analysis is the supporting facilities variable used by visitors to Gowa Garden Tourism and vehicle ownership. The significant independent variable with the dependent variable of visitor loyalty based on the results of the CHAID analysis is the supporting facilities variable used by visitors to Gowa Garden Tourism and vehicle ownership.

Indonesian

Segmentasi pasar merupakan proses mengelompokan pasar keseluruhan yang heterogen menjadi kelompok-kelompok atau segmen-segmen yang memiliki kesamaan dalam hal kebutuhan, keinginan, perilaku dan/atau respon terhadap program pemasaran spesifik. Wisata Kebun Gowa merupakan salah satu objek wisata di Sulawesi Selatan yang memiliki banyak fasilitas penunjang wisata dan masih dalam tahap pengembangan sehingga perlu dilakukan segmentasi pasar. Tujuan dari penelitian ini yaitu untuk mengidentifikasi karakteristik pengunjung Wisata Kebun Gowa dan menganalisis dependensi antar variabel segmentasi pasar Wisata Kebun Gowa. Penelitian ini menentukan segmentasi pasar dengan menggunakan loyalitas konsumen sebagai variabel dependen dan data demografis, geografis, psikografis, serta data tingkah laku pengunjung sebagai variabel independen. Jumlah sampel pada penelitian ini yaitu sebanyak 150 orang. Metode analisis data penelitian ini menggunakan analisis CHAID. Hasil penelitian ini menunjukkan bahwa pengunjung Wisata Kebun Gowa sebagian besar adalah perempuan, remaja, berpendidikan SMP/SLTP, berstatus pelajar/ mahasiswa, berpenghasilan ≤Rp500.000,00 per bulan, dan berasal dari luar Gowa. Adapun variabel independen yang signifikan dengan variabel dependen loyalitas pengunjung berdasarkan hasil analisis CHAID adalah variabel fasilitas penunjang yang digunakan pengunjung Wisata Kebun Gowa dan kepemilikan kendaraan.

Keywords

Collaboration network of the authors

40 authors · 108 co-authorship links · 8 across different organisations · showing the 40 most connected

Hover or tap a name to highlight its co-authors. Double-click to open the author's page.

  • Hasanuddin University
  • State University of Gorontalo
  • Universitas Halu Oleo
  • Affiliation unknown
  • Different organisations
  • Same organisation
  • Affiliation unknown
  • Thicker line = more joint articles · bigger circle = more articles
Show as table
Co-authorOrganisationJoint articles
A AmrullahHasanuddin University3
Meta MahendradattaHasanuddin University2
Andi Nur Faidah RahmanAffiliation unknown2
Mulyati Muhammad TahirAffiliation unknown2
Didi RukmanaHasanuddin University2
Saadah SaadahHasanuddin University2
Niken Ayu MardiantiHasanuddin University1
Rahmawaty A. NadjaHasanuddin University1
Ni Made Viantika SulianderiHasanuddin University1
ZainalAffiliation unknown1
. SuryaniUniversitas Halu Oleo1
Rindam LatiefAffiliation unknown1
Andi Rahman MappangajaAffiliation unknown1
Igods GabryaldoHasanuddin University1
Ariella RamadhaniHasanuddin University1
Andi ImeldaHasanuddin University1
Andi SyastiawanHasanuddin University1
Zulfikar SyamsiHasanuddin University1
Heliawaty LakareHasanuddin University1
Endah ErnawatiHasanuddin University1
Sumiati SumiatiHasanuddin University1
Muhammad ArsyadHasanuddin University1
Yulfirah YusufHasanuddin University1
Hatta JamilHasanuddin University1
M. Rusli RukkaHasanuddin University1
Rizky PutrianiHasanuddin University1
Ria IndrianiState University of Gorontalo1
Yunus MusaHasanuddin University1
Rahim DarmaHasanuddin University1
N M ViantikaState University of Gorontalo1
Hastika HastikaAffiliation unknown1
Nurdin LanuhuHasanuddin University1
Astuti SiamaHasanuddin University1
L FudjajaHasanuddin University1
Marina MarinaAffiliation unknown1
A. AmrullahAffiliation unknown1
Nur Indah WaliyantiAffiliation unknown1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://journal.unhas.ac.id/index.php/jsep/oai, first harvested 5 Nov 2026, last seen 8 Nov 2026.
Original metadata (oai_dc) 
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	<dc:title xml:lang="en">ANALISIS SEGMENTASI PASAR WISATA KEBUN GOWA</dc:title>
	<dc:title xml:lang="id">ANALISIS SEGMENTASI PASAR WISATA KEBUN GOWA</dc:title>
	<dc:creator xml:lang="en">'Iftitah, Nur</dc:creator>
	<dc:creator xml:lang="en">Tenriawaru, Andi Nixia</dc:creator>
	<dc:creator xml:lang="en">Diansari, Pipi</dc:creator>
	<dc:subject xml:lang="en">Market Segmentation; Visitors Loyalty,CHAID Analysis</dc:subject>
	<dc:subject xml:lang="id">Segmentasi pasar; loyalitas pengunjung; analisis CHAID</dc:subject>
	<dc:description xml:lang="en">Market segmentation is the process of classifying heterogeneous whole markets into groups or segments that have similarities in terms of needs, desires, behavior and / or responses to specific marketing programs. Gowa Tourism Gardens is one of the tourist attractions in South Sulawesi which has a lot of tourism supporting facilities and is still in the development stage so market segmentation needs to be done. The purpose of this study is to identify the characteristics of visitors to the Gowa Tourism Gardens and analyze the dependencies between the Gowa Tourism Gardens market segmentation variables. This study determines the market segmentation by using consumer loyalty as the dependent variable and demographic, geographical, psychographic, and visitor behavior data as independent variables. The number of samples in this study as many as 150 people. Methods of data analysis using CHAID analysis. The results of this study indicate that most visitors to the Gowa Garden Tourism are women, adolescents, have a junior high school education, have student/ college student status, have an income ≤Rp500,000.00 per month, and from outside the region Gowa. The significant independent variable with the dependent variable of visitor loyalty based on the results of the CHAID analysis is the supporting facilities variable used by visitors to Gowa Garden Tourism and vehicle ownership. The significant independent variable with the dependent variable of visitor loyalty based on the results of the CHAID analysis is the supporting facilities variable used by visitors to Gowa Garden Tourism and vehicle ownership.</dc:description>
	<dc:description xml:lang="id">Segmentasi pasar merupakan proses mengelompokan pasar keseluruhan yang heterogen menjadi kelompok-kelompok atau segmen-segmen yang memiliki kesamaan dalam hal kebutuhan, keinginan, perilaku dan/atau respon terhadap program pemasaran spesifik. Wisata Kebun Gowa merupakan salah satu objek wisata di Sulawesi Selatan yang memiliki banyak fasilitas penunjang wisata dan masih dalam tahap pengembangan sehingga perlu dilakukan segmentasi pasar. Tujuan dari penelitian ini yaitu untuk mengidentifikasi karakteristik pengunjung Wisata Kebun Gowa dan menganalisis dependensi antar variabel segmentasi pasar Wisata Kebun Gowa. Penelitian ini menentukan segmentasi pasar dengan menggunakan loyalitas konsumen sebagai variabel dependen dan data demografis, geografis, psikografis, serta data tingkah laku pengunjung sebagai variabel independen. Jumlah sampel pada penelitian ini yaitu sebanyak 150 orang. Metode analisis data penelitian ini menggunakan analisis CHAID. Hasil penelitian ini menunjukkan bahwa pengunjung Wisata Kebun Gowa sebagian besar adalah perempuan, remaja, berpendidikan SMP/SLTP, berstatus pelajar/ mahasiswa, berpenghasilan ≤Rp500.000,00 per bulan, dan berasal dari luar Gowa.  Adapun variabel independen yang signifikan dengan variabel dependen loyalitas pengunjung berdasarkan hasil analisis CHAID adalah variabel fasilitas penunjang yang digunakan pengunjung Wisata Kebun Gowa dan kepemilikan kendaraan.</dc:description>
	<dc:publisher xml:lang="en">Hasanuddin University</dc:publisher>
	<dc:date>2021-02-15</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
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	<dc:type xml:lang="en">Qualitatif and quantitatif methode</dc:type>
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	<dc:identifier>https://journal.unhas.ac.id/index.php/jsep/article/view/8432</dc:identifier>
	<dc:identifier>10.20956/jsep.v16i3.8432</dc:identifier>
	<dc:source xml:lang="en">Jurnal Sosial Ekonomi Pertanian; Vol. 16 No. 3 (2020): Oktober 2020; 287-301</dc:source>
	<dc:source xml:lang="id">Jurnal Sosial Ekonomi Pertanian; Vol 16 No 3 (2020): Oktober 2020; 287-301</dc:source>
	<dc:source>2598-5922</dc:source>
	<dc:source>0853-8395</dc:source>
	<dc:language>id</dc:language>
	<dc:language>en</dc:language>
	<dc:relation>https://journal.unhas.ac.id/index.php/jsep/article/view/8432/6462</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2021 Jurnal Sosial Ekonomi Pertanian</dc:rights>
	<dc:rights xml:lang="en">http://creativecommons.org/licenses/by-nc/4.0</dc:rights>
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