PENGARUH CONSUMER ATTITUDE, CONSUMER VALUE, DAN SUBJECTIVE NORMS TERHADAP VISIT INTENTION SITUS MEGALITIK GUNUNG PADANG DENGAN CONSUMER MOTIVATION SEBAGAI INTERVENING (SURVEY PADA KARYAWAN DI JALAN JENDERAL SUDIRMAN JAKARTA)

Tujuan dari penelitian ini adalah untuk mengetahui pengaruh consumer attitude terhadap consumer motivation, consumer value terhadap consumer motivation, subjective norms terhadap consumer motivation, consumer motivation terhadap visit intention, consumer attitude terhadap visit intention, consumer value terhadap visit intention dan subjective norms terhadap visit intention. Metode pengumpulan data menggunakan metode survey dengan instrumen berupa kuesioner. Penelitian ini menggunakan jumlah sampel sebanyak 350 responden dengan kriteria karyawan yang berkerja di Jalan Sudirman, Jakarta Pusat. Teknik analisis data menggunakan SPSS versi 24 dan AMOS versi 22. Hasil penelitian menunjukkan bahwa consumer attitude dan subjective norms berpengaruh positif terhadap consumer motivation dan visit intention. Consumer motivation berpengaruh positif terhadap visit intention. Namun, variabel consumer value tidak berpengaruh terhadap consumer motivation, tetapi berpengaruh positif terhadap visit intention. The purpose of this research are to determine whether consumer attitude affects to consumer motivation, consumer value affects consumer motivation, subjective norms affects consumer motivation, consumer motivation affects visit intention, consumer attitude affects visit intention, consumer value affects visit intention, and subjective norms affects visit intention. In order to collecting data, this study using survey with questionnaire as it’s instrument. The sample of this study are 350 respondents who work at Jl. Sudirman, Central Jakarta. To analyze and process the data, this study using SPSS ver.24, and AMOS ver.22. The results of this study are, consumer attitude and subjective norms are positively affects consumer motivation and visit intention. Consumer motivation positively affects visit intention. However, consumer value are didn’t affects consumer motivation, but positively affects visit intention