PENGARUH PASAR MODERN TERHADAP MINAT BERBELANJA WISATAWAN DI KOTA YOGYAKARTA (STUDI KASUS PADA HAMZAH BATIK MALIOBORO)

Atiani, Brigita Agnes Enjelita (2025) PENGARUH PASAR MODERN TERHADAP MINAT BERBELANJA WISATAWAN DI KOTA YOGYAKARTA (STUDI KASUS PADA HAMZAH BATIK MALIOBORO). Bachelor thesis, Sekolah Tinggi Pariwisata Ambarrukmo Yogyakarta.

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Abstract

Yogyakarta is a leading destination that continues to grow through a combination of rich cultural heritage, improved infrastructure, and sustainable tourism trends, attracting tourists and driving the growth of the tourism sector, This study aims to examine the influence of modern markets on tourists’ shopping interest in Yogyakarta, using Hamzah Batik Malioboro as a case study. A quantitative approach was employed, with data collected through questionnaires distributed to 100 respondents. Data analysis was conducted using simple linear regression. The results indicate that modern markets have a significant influence on tourists’ shopping interest, with a significance value of < 0.001 and a coefficient of determination (R²) of 0.231. These findings suggest that comfort, service quality, and the integration of cultural elements offered by modern markets contribute to increased shopping interest among tourists. This research is expected to inform strategies for developing shopping tourism that integrates cultural heritage and modern retail concepts.

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