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"ABSTRACTExperiential Marketing tidak hanya dapat memberi keuntungan bagi sektor swasta, namun dapat memberi keuntungan pula bagi sektor publik dalam hal ini pada museum. Museum di Indonesia mulai mengikuti pergerakan fungsi museum yang berorientasi pada pengalaman yang dirasakan oleh pengunjung. Skripsi ini membahas bagaimana experiential marketing pada Museum Sejarah Jakarta dapat berpengaruh pada behavioral intentions pengunjung museum yang tergolong pada kategori favorable behavioral intentions dengan kecenderungan mengarah kepada loyalitas. Penelitian ini dilakukan di Museum Sejarah Jakarta dengan membagikan kuesioner penelitian pada pengunjung museum. Hasil dari penelitian menunjukkan bahwa memang terdapat hubungan yang signifikan antara experiential marketing dan behavioral intentions. Penelitian ini menyarankan bahwa museum sebagai pihak yang memberikan pengalaman sebagai hal yang ditawarkan dalam pemasaran maupun ketika dikunjungi oleh pengunjungnya, sangat perlu memperhatikan dari sudut pandang pengunjung dalam berinovasi dan berkembang untuk terus memberikan pengalaman terbaik bagi para pengunjungnya, sehingga selalu tercipta kesan yang baik terhadap museum terhadap para pengunjung telah berkunjung maupun yang akan melakukan kunjungan.

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ABSTRACTExperiential marketing not only has benefits for private sector but also public sector, in this case is museum. Museum in Indonesia is starting to transform its function to explore more experience they could give to museums visitors. This thesis main focus is how experiential marketing could impact visitors behavioral intentions which cathegorized as favorable behavioral intentions that conduct to loyalty. The field research take place at Museum Sejarah Jakarta by distribute questionnare to museums visitors. The result shows that there is a significant correlation between experiential marketing and behavioral intentions. This research suggest that while developing and inovating in order to give an amazing experience to its visitors, museum management as the company that offers experience on their marketing and service, should be giving more attention to visitors point of view about the experience they got. So it will conduct to a delightful experience that leads visitor to do favorable behavioral intentions."

"ABSTRACTMuseum sebagai lembaga yang berfungsi melestarikan warisan budaya bangsa penting untuk memperhatikan faktor service environment, agar pengujung museum memiliki behavioral intentions yang positif. Tujuan penelitian ini adalah menganalisis pengaruh service environment terhadap behavioral intentions pada pengunjung Museum Wayang Jakarta. Penelitian ini menggunakan pendekatan kuantitatif dan jenis penelitian adalah penelitian deskriptif. Sampel penelitian terdiri dari 100 responden yang merupakan Warga Negara Indonesia yang mengunjungi Museum Wayang Jakarta. Data penelitian didapatkan melalui penyebaran kuesioner secara langsung. Hasil dari penelitian ini menemukan bahwa service environment yang dimiliki oleh Museum Wayang Jakarta mampu mempengaruhi behavioral intentions pengunjung museum.

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ABSTRACTMuseum as institution that function to preserve the nations cultural heritage are important to pay attention to service environment factors, so that the end of the museum has positive behavioral intentions. The purpose of this study was to analyze the effect of service environment on behavioral intentions on visitors to the Museum Wayang Jakarta. This study uses a quantitative approach and this type of research was descriptive research. The study sample consisted of 100 respondents who were Indonesian citizens who visited the Museum Wayang Jakarta. The research data was obtained through direct questionnaires. The results of this study found that the service environment owned by the Museum Wayang Jakarta was able to influence the behavioral intentions of museum visitors."

"Penyebaran pandemi Covid-19 menyebabkan museum mengalami penurunan kunjungan akibat dilakukannya penutupan museum. Pentingnya memberikan edukasi kepada masyarakat menyebabkan museum melakukan inovasi pemasaran berupa experiential marketing secara online untuk dapat memberikan informasi koleksi dan pengalaman berada di museum meskipun berada di rumah saja sehingga dapat menarik minat berkunjung wisatawan dikemudian hari. Penelitian ini dilakukan dengan tujuan menganalisis pengaruh experiential marketing pada live Instagram Museum KAA terhadap minat berkunjung ke museum. Penelitian ini menggunakan pendekatan kuantitatif dengan responden sebanyak 95 orang yang pernah menonton kegiatan “Ngobrol Bareng Edukator Museum KAA”. Hasil penelitian menunjukkan bahwa terdapat pengaruh yang signifikan antara experiential marketing pada live Instagram Museum KAA berupa kegiatan “Ngobrol Bareng Edukator Museum KAA” terhadap minat berkunjung ke museum.

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Covid-19 pandemic has caused museum visits to decrease due to museum closures. The importance of providing education to the public has led museums to make marketing innovations in the form of online experiential marketing to be able to provide information and experiences in museums even though they are at home so they can attract tourists to visit in the future. The purpose of this study is to analyze the effect of experiential marketing on the live Instagram of the KAA Museum on intention to visit museum. This study used a quantitative approach with 95 respondents who had watched "Ngobrol Bareng Edukator Museum KAA" activity. The results showed that there was a significant influence between experiential marketing on the live Instagram of the KAA Museum through "Ngobrol Bareng Edukator Museum KAA" on intention to visit museum."

"Penelitian ini bertujuan untuk mengetahui pengaruh experiential marketing terhadap kualitas pelayanan dan behavioral intentions; pengaruh kualitas pelayanan terhadap behavioral intentions; persepsi kelompok wisatawan berdasarkan kualitas pelayanan terhadap experiential marketing dan behavioral intentions; dan persepsi wisatawan dengan ragam variabel demografi terhadap experiential marketing, kualitas pelayanan, dan behavioral intentions di Kebun Raya Bogor. Data penelitian kemudian diolah menggunakan metode statistik, yaitu Structural Equation Modeling (SEM) dengan perangkat lunak LISREL 8.7 serta faktor analisis, analisis kelompok, analisis uji t, dan One-Way ANOVA menggunakan perangkat lunak SPSS 17. Hasil penelitian menunjukkan bahwa experiential marketing berpengaruh signifikan terhadap kualitas pelayanan (8.29) dan behavioral intentions (6.67), namun kualitas pelayanan tidak berpengaruh signifikan terhadap behavioral intentions (1.52). Hal tersebut menunjukkan bahwa experiential marketing memiliki efek langsung terhadap behavioral intentions tanpa melalui kualitas pelayanan. Selain itu, persepsi kelompok berdasarkan kualitas pelayanan berbeda signifikan terhadap experiential marketing dan behavioral intentions, serta persepsi wisatawan dengan ragam variabel demografi, seperti usia, pendidikan, dan domisili, berbeda secara signifikan terhadap experiential marketing, kualitas pelayanan, dan behavioral intentions.

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This study aims to determine the influence of experiential marketing to service quality and behavioral intentions; impact of service quality on behavioral intentions; perception of a tourist group based on experiential marketing, service quality, and behavioral intentions; and the perception of tourists with a variety of demographic variables on experiential marketing, service quality, and behavioral intentions in Bogor Botanic Garden. The data was then processed using statistical method, which are the Structural Equation Modeling (SEM) using LISREL 8.7 and factor analysis, cluster analysis, t-test analysis, and One-Way ANOVA using SPSS 17 software.

The result showed that experiential marketing has a significant effect on service quality (8.29) and behavioral intentions (6.67), but service quality has no significant effect on behavioral intentions (1.52). It shows that experiential marketing has a direct effect on behavioral intentions without going through service quality. In addition, perceptions of different groups based on service quality has differ significantly on experiential marketing and behavioral intentions, as well as the perception of tourists based on diverse demographic variables, such as age, education, and residence were differ significantly on experiential marketing, service quality, and behavioral intentions."

"ABSTRAKTesis ini membahas pengaruh Experiential Quality, Excitement, Museum Image, dan Experiential satisfaction pada Museum MACAN Jakarta terhadap Revisit Intention. Penelitian ini merupakan penelitian deskriptif dengan teknik sampel non-probability sampling. Hasil penelitian membuktikan adanya pengaruh positif secara signifikan pada keempat dimensi primer Experiential Quality terhadap Experiential Quality. Selain itu, ditemukan adanya pengaruh positif antara experiential quality terhadap excitement, excitement terhadap experiential satisfaction, experiential quality terhadap experiential satisfaction, experiential satisfaction terhadap revisit intention, experiential quality terhadap museum image, serta museum image terhadap experiential satisfaction. Penelitian pun membuktikan pengaruh secara tidak langsung dari Experiential Quality terhadap Revisit Intention yang secara signifikan dimediasi oleh Excitement, Museum Image, dan Experiential satisfaction.

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ABSTRACTThis thesis discusses the influence of Experiential Quality, Excitement, Image Museum, and Experiential satisfaction in the MACAN Jakarta Museum on Revisit Intention. This research is a descriptive study with a non-probability sampling technique sample. The results of this research prove a significant positive effect on the four primary dimensions of Experiential Quality on Experiential Quality. In addition, the researcher found positive effects between experiential quality on excitement, excitement on experiential satisfaction, experiential quality on experiential satisfaction, experiential satisfaction on revisit intention, experiential quality on museum image, and museum image on experiential satisfaction. Research also proves the indirect effect of Experiential Quality on Revisit Intention, which is significantly mediated by Excitement, Museum Image, and Experiential satisfaction."

"Penelitian ini bertujuan untuk mengetahui hubungan antara experiential marketing yang dirasakan wisatawan terhadap destination image Kota Pekalongan dan intensi perilaku wisatawan untuk berkunjung kembali dan merekomendasikannya kepada orang lain. Sampel penelitian ini adalah wisatawan nusantara dan mancanegara yang pernah atau sedang berkunjung ke daerah tujuan wisata di Kota Pekalongan periode 2012-2013. Studi lapangan terhadap 150 wisatawan nusantara dan 150 wisatawan mancanegara menunjukkan hasil yang berbeda melalui Structural Equation Model (SEM). Hasil penelitian menyarankan bahwa pihak-pihak terkait di bidang pariwisata, seperti Dinas Perhubungan, Pariwisata, dan Kebudayaan Kota Pekalongan dan pelaku bisnis/ pengusaha di industri pariwisata harus bekerja sama dalam meningkatkan citra Kota Pekalongan sebagai salah satu tujuan destinasi wisata di Indonesia melalui program pariwisata yang menarik, unik, dan mampu meningkatkan kunjungan kembali (intention to revisit) wisatawan yang pernah berkunjung dan merekomendasikannya kepada orang lain (intention to recommend).

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This research aims to determine the relationship between perceived experiential marketing tourists to the destination image and behavioral intention Pekalongan tourists to intention to revisit and recommend it to others. The sample was domestic and foreign tourists who have or are being visited tourist destination in Pekalongan 2012-2013. Field studies on 150 domestic tourists and 150 foreign tourists showed different results through Structural Equation Model (SEM ). The results of the study suggest that the relevant parties in tourism field, such as the Department of Transportation, Tourism, and Culture of Pekalongan and businessmen/ entrepreneurs in the tourism industry must work together to improve the image of Pekalongan as tourist destinations in Indonesia through tourism interesting, unique, and can increase intention to revisit and recommend it to others."

"Penelitian ini bertujuan untuk mengetahui pengaruh praktIk manajemen sumber daya manusia, seperti kompensasi, pengembangan karier dan pelatihan terhadap kinerja pegawai pada empat museum pemerintah provinsi DKI Jakarta, yaitu Museum Sejarah Jakarta, Museum Wayang, Museum Seni Rupa dan Keramik serta Museum Bahari).Peneliti menggunakan teori Ivancevich untuk menggambarkan kompensasi, teori Gouzali untuk menggambarkan pengembangan karier, serta teori dari Simamora dan Chrerrington untuk menggambarkan pelatihan. Peneliti juga menggunakan teori dari James E Neal dan Mangkunegara untuk menggambarkan kinerja.Metode penelitian ini menggunakan metode survey. Pendekatan yang digunakan dalam penelitian ini adalah pendekatan kuantitatif eksplanatif dengan menyebarkan kuesioner terhadap 53 responden yang diambil dengan teknik sensus. Pengumpulan data dilakukan dengan kuesioner yang telah diuji validitas dan reliabilitasnya. Analisis data menggunakan statistic inferensial yang meliputi koefisien korelasi dan regresi yang perhitungannya dilakukan dengan menggunakan program SPSS versi 16.0.Hasil penelitian menunjukkan bahwa terdapat pengaruh yang signifikan antara kompensasi, pengembangan karier dan pelatihan terhadap kinerja. Serta terdapat pengaruh yang signifikan secara bersama-sama antara kompensasi, pengembangan karier dan pelatihan terhadap kinerja. Secara individu, pengaruh pengembangan karier dan pelatihan lebih besar daripada kompensasi terhadap kinerja.

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The aim of these research is to analyze the human resource management practice such as compensation, career development and work training toward the HR performance at four public museum in DKI Jakarta province. Those museum are Jakarta History Museum, Wayang Museum, Fine Art and Ceramics Museum and Marine Museum.Researcher applies the theory from Ivancevich to depict about compensation, the theory from Gouzali to depict career development and also the theory from Simamora and Cherrington to depict training. esearcher also applies the theory from James E. Neal and Mangkunegara to depict about performance.This research applied survey method. The approach on these method which were applied in this research is quantitative-explanative approach by propagating the questionnaire to 53 respondens which were taken by a cencus technique. The data collection was done by using questionnaire whose validity and reliability have been tested. The analysis of data applies the inferential statistic, including the correlation coefficient and regression and uses the SPSS version 16.0.The result of research shows that there are significant effect between compensation, career development and training towards work performance. And also the significant effect between compensation, career development and work training toward work performance. Individualy, career development and work training will have an effect toward work performace and it?s bigger than compensation affect toward the work performance."

"ABSTRAKTesis ini membahas penerapan konsep museologi baru dan museum sejarah diMuseum Kebangkitan Nasional. Penelitian ini merupakan penelitian yang bersifatdeskriptif dengan menggunakan pendekatan kualitatif. Tujuan penelitian iniadalah menjadikan Museum Kebangkitan Nasional sebagai museum sejarah idealdan merumuskan konsep komunikasi yang tepat untuk memudahkan prosespenyampaian pesan. Hasil dari penelitian ini mengidentifikasikan bahwa MuseumKebangkitan Nasional merupakan museum sejarah yang dalam pengelolaannyabelum menggunakan konsep museologi baru, karena belum menerapkan konsepkomunikasi timbal balik.

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ABSTRACTThe object of this research was to discuss the application of the new museologyand the historical museum concepts. This research is a descriptive study whichused qualitative approach. The aim of the study is to perform ?NationalAwakening Museum? as the ideal historical museum and formulate theappropriate communication concept to facilitate the process of deliveringmessages. The result of the research identified that National Awakening Museumis a historical museum which its management has not used the new museologyconcept, due to the fact of lacking the using of reciprocal communication concept."