The Effect of Ticket Prices on Visitor Satisfaction at the Kinantan Cultural and Wildlife Park Tourism Object, Bukittinggi City

Abstract

This research is based on the findings of problems such as visitor dissatisfaction because many animal cages are empty, ticket prices are relatively expensive and counter service is not optimal. This study uses a quantitative method with a causal associative approach. The population is visitors to the Kinantan Cultural and Wildlife Park of Bukittinggi City (TMSBK) in 2020. The sample of this study was 100 participants using purposive sampling. Research data in the form of main data and additional data. The research instrument used was a questionnaire arranged according to the Likert scale which had been tested for validity and reliability. Based on the results of hypothesis testing, it was found that R square was worth 0.175, which could mean that the impact of the ticket price variable on the visitor satisfaction variable was 17.5% and 82.5% was determined by other factors. Furthermore, the calculated F value is 20,739 with a significance of 0.000 <0.05, thus it is concluded that the ticket price variable has a significant effect on the visitor satisfaction variable. The t-value is 4.554 with a significance of 0.000 <0.05 for the price variable. The linear regression coefficient is 0.547 with a significance value of 0.000 < 0.05. It can be interpreted that every additional 1 ticket price measure will add 0.547 visitor satisfaction.