Pengaruh Pengetahuan Agribisnis dan Persepsi Daya Tarik Agrowisata terhadap Minat Berkunjung Mahasiswa Fakultas Ekonomi Universitas Negri Medan
DOI:
https://doi.org/10.37481/sjr.v9i4.1626Keywords:
Agribusiness Knowledge, Agritourism, Visiting Intention, Student BehaviorAbstract
This study addresses the relatively low interest of university students in visiting agritourism destinations despite the considerable agritourism potential of Berastagi, North Sumatra. It aims to examine the influence of agribusiness knowledge and perceptions of agritourism attractiveness on the visiting intention of students from the Faculty of Economics, Universitas Negeri Medan. A quantitative approach with a causal associative design was employed. Data were collected through questionnaires from 40 students selected using purposive sampling and analyzed using multiple linear regression. The findings indicate that agribusiness knowledge has a positive and significant influence on students' intention to visit agritourism destinations. In contrast, the perceived attractiveness of agritourism shows a positive relationship but does not significantly affect visiting intention when examined individually. Nevertheless, both variables jointly contribute significantly to explaining students' visiting intention. These findings suggest that improving agribusiness knowledge is more effective in encouraging interest in agritourism than relying solely on destination attractiveness. Therefore, educational programs and promotional strategies that integrate agribusiness learning with agritourism experiences may strengthen students' motivation to visit agritourism destinations.
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