PENGARUH PERCEIVED QUALITY DAN PERCEIVED VALUE TERHADAP VISIT INTENTION WISATA LABUAN BAJO YANG DIMEDIASI SATISFACTION

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh perceived quality dan perceived value terhadap visit intention wisatawan ke Labuan Bajo dengan satisfaction sebagai variabel mediasi. Penelitian ini dilatarbelakangi oleh penurunan jumlah wisatawan ke Labuan Bajo, yang diduga dipengaruhi oleh isu kenaikan tarif masuk serta persaingan dengan destinasi wisata lain seperti Nusa Penida. Pendekatan kuantitatif digunakan dengan metode survei melalui kuesioner daring yang melibatkan 220 responden, baik wisatawan domestik maupun internasional, yang pernah atau berencana mengunjungi Labuan Bajo dalam dua tahun terakhir. Model penelitian didasarkan pada Theory of Planned Behavior (TPB), yang memadukan variabel perceived quality, perceived value, satisfaction, dan visit intention. Data dianalisis menggunakan metode Structural Equation Modeling (SEM). Hasil penelitian menunjukkan bahwa perceived quality dan perceived value memiliki pengaruh positif signifikan terhadap satisfaction, yang kemudian berpengaruh positif terhadap visit intention. Selain itu, satisfaction terbukti memediasi hubungan antara perceived quality dan perceived value terhadap visit intention. Implikasi penelitian ini memberikan wawasan bagi pengelola destinasi wisata untuk meningkatkan kualitas pelayanan dan nilai yang dirasakan wisatawan guna meningkatkan niat kunjungan. Penelitian ini diharapkan dapat memberikan kontribusi teoritis maupun praktis dalam pengelolaan destinasi wisata Labuan Bajo dan menjadi acuan bagi studi serupa di masa depan.

This study aims to analyze the influence of perceived quality and perceived value on visit intention to Labuan Bajo, with satisfaction as a mediating variable. The research is motivated by the decline in the number of tourists visiting Labuan Bajo, which is suspected to be influenced by increased entrance fees and competition from other destinations such as Nusa Penida. A quantitative approach was employed, using an online survey distributed to 220 respondents, both domestic and international tourists, who had visited or planned to visit Labuan Bajo within the last two years. The research model is based on the Theory of Planned Behavior (TPB), incorporating variables such as perceived quality, perceived value, satisfaction, and visit intention. Data were analyzed using Structural Equation Modeling (SEM). The results show that perceived quality and perceived value have a significant positive effect on satisfaction, which subsequently has a positive impact on visit intention. Furthermore, satisfaction mediates the relationship between perceived quality, perceived value, and visit intention. These findings provide insights for destination managers to enhance service quality and the perceived value of tourists to increase their visit intentions. This research is expected to contribute both theoretically and practically to the management of Labuan Bajo as a tourist destination and serve as a reference for similar studies in the future.