KAJIAN KEPUASAN WISATAWAN TERHADAP LOYALITAS DESTINASI WISATA PANTAI KUTA BALI DI INDONESIA
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Abstract
Pantai Kuta merupakan salah satu destinasi wisata yang sampai saat ini banyak dikenal oleh wisatawan baik domestik maupun mancanegara. Tujuan penelitian ini adalah untuk menguji apakah Perceived Service Quality, Perceived Value merupakan prediktor positif terhadap Destination Loyalty dan Tourist Satisfaction. Penelitian ini melibatkan 200 sampel dari kalangan mahasiswa yang pernah berkunjung ke Pantai Kuta, Bali, untuk tujuan berwisata lebih dari 1 kali. Teknik pengambilan sampel yang dipilih adalah dengan menggunakan convenience sampling. Data yang diperoleh kemudian diolah dengan menggunakan PLS-SEM versi 3. Hasil penelitian ini menunjukkan bahwa Perceived Value memiliki pengaruh yang positif terhadap Tourist Satisfaction dan Destination Loyalty, adapun Perceived Service Quality tidak memiliki pengauh yang signifikan pada kedua variabel dependen. Implikasi hasil penelitian ini dapat menjadi masukan bagi organisasi manajemen destinasi (DMO), khususnya wisata pantai, dalam membuat strategi untuk meningkatkan kepuasan dan loyalitas wisatawan. Secara teoretis, implikasi hasil penelitian ini memberikan pengembangan pada kajian mengenai kepuasan dan loyalitas wisatawan.
Kuta Beach is a tourist destination that is widely known by both domestic and foreign tourists. The purpose of this study is to examine whether Perceived Service Quality and Perceived Value are positive predictors of Destination Loyalty as well as Tourist Satisfaction. This study involved 200 samples from students who had visited Kuta Beach, Bali, more than 1 time for the purpose of vacation. The sampling technique chosen is to use convenience sampling. The data obtained was then processed using PLS-SEM version 3. The results of this study show that Perceived Value has a positive influence on Tourist Satisfaction and Destination Loyalty, while Perceived Service Quality does not have a significant influence on both variables. The implications of this study can be suggestions for destination management organization (DMO), especially beach tourism, in making strategies to increase tourist satisfaction and loyalty. Theoretically, the implications of the results of this study provide development in the study of tourist satisfaction and loyalty.
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This work is licensed under a Jurnal Muara Ilmu Ekonomi dan Bisnis Creative Commons Attribution-ShareAlike 4.0 International License.Hetty Karunia Tunjungsari, Universitas Tarumanagara
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