BUS602: Marketing Management

The location of the study was carried out in the tourism destinations of Samosir Region, North Sumatra, located in seven districts, namely Simalungun Regency, Toba Samosir Regency, Samosir Regency, North Tapanuli Regency, Humbang Hasundutan Regency, Karo Regency, and Dairi Regency. The population in this study were all tourists who visited the Samosir Region. 

The sample used non probability sampling, allowing the opportunity for someone to be a respondent was not known. Sampling of tourists in this study was determined by quota sampling as many as 200 respondents either male or female. In this study, the sampling technique was accidental sampling, which was how to obtain samples based on tourists who were found when conducting the study, which was taken from the research site without distinguishing the origin of the tourists. 

Data collection techniques used in this study include interviews and questionnaires to the relevant parties. In its implementation, researchers get respondents by visiting respondents one by one, then asking their willingness to become respondents in this study. After the respondents agree, the authors interview respondents one by one based on the prepared questionnaire. 

The interview was carried out in the morning until noon when the visitors arrived. Before the questionnaire was distributed, validity and reliability tests were carried out first. The technique of data analysis in this study is descriptive and Structural Equation Modeling (SEM).