Track: Business Management

Abstract

We conducted research to find out the relationship between variables to the motivation of generation Z to visit the istano basa pagaruyung museum in Tanah Datar Regency, West Sumatra Province. This study uses  track analysis with the help of SmartPLS software version 3 with population used in this study is a tourist who has visited the  museum istano basa pagaruyung with the sample used is 100 respondents by applying purposive sampling techniques so that the results of the study showed There are 4 hypotheses including 2 significant hypotheses including the relationship between curiosity to museum attributes (t = 7,572, p<0,000) and the relationship between curiosity to renewal and the search for knowledge (t = 12,348, p>0,000 While 2 hypotheses were found insignificant in the moderator variable, the relationship between museum attributes with novelty and knowledge search (t = 1,277, p<0.202) and the relationship between curiosity to renewal and the search for knowledge through museum attributes (t= 1,189,p<0.235