ANALYSIS OF EFFECT OF PERCEPTION OF VISITORS, LOCATION AND DEVELOPMENT STRATEGY TO CUSTOMER TRUST MUSEUM VISITORS WITH INTERESTS AS AN INTERVENING VARIABLE (Empirical Study On Visitor Heritage Museum Kretek Kudus Regency)

Abstract

This research is motivated by the conditions of the competition in the field of tourism which from time to time even stronger, Advanced Research aims to manguji whether the perception of visitors, the location and the development strategy of the museum effect on customer trust with the visitor's interest as an intervening variable that is done in the tourism museum clove lies in Kudus regency. In this method of research using methods purposive sampling of 100 respondents museum visitors clove in Kudus and analyzed using multiple linear regression with SPSS version 17. The results showed that the variables of museum development strategy memipunyai most significant positive effect on the interest of visitors compared to the perception variables visitors and location. Hypothesis testing using t test showed that the variables of perception of visitors, the location and the development strategy of the museum on customer trust with the visitor's interest is acceptable and significant positive effect. While testing the coefficient of determination shows that the perception of visitors, the location and the development strategy of the museum has an influence of 51.1% against the interest of visitors, whereas the visitor's interest 46.7% have influence on customer trust.
Keywords: perception of visitors, the location of the development strategy of the museum, visitors' interest, customer trust