Pengaruh Citra Destinasi Wisata Dan Kualitas Layanan Terhadap Kepuasan Pengunjung Di Pantai Tiga Warna
Abstract
Penelitian ini bertujuan untuk menganalisis hubungan Citra Destinasi Wisata dan Kualitas Layanan terhadap Kepuasan Pengunjung di Pantai Tiga Warna, Kabupaten Malang. Penelitian ini merupakan penelitian kuantitatif dengan variabel bebas yaitu Citra Destinasi Wisata dan Kualitas Layanan serta variabel terikat yaitu Kepuasan Pengunjung. Teknik pengumpulan data menggunakan kuesioner. Pada penelitian ini terdapat populasi sebesar 16.800 yang didapat dari data historis pengunjung Pantai Tiga Warna, Kabupaten Malang pada periode Januari-Agustus 2020. Teknik sampling yang digunakan adalah purposive sampling, dengan 100 responden yang telah melakukan kunjungan ke Pantai Tiga Warna. Analisis data menggunakan analisis regresi linier berganda dan uji hipotesis. Dari hasil penelitian ini dapat disimpulkan bahwa Citra Destinasi Wisata dan Kualitas Layanan baik secara parsial ataupun simultan memiliki pengaruh yang positif dan signifikan terhadap Kepuasan Pengunjung di Pantai Tiga Warna. Berdasarkan penelitian yang dilakukan, maka dapat diberikan beberapa rekomendasi berupa saran-saran yang dapat menjadi bahan pertimbangan bagi pihak pengelola Pantai Tiga Warna yaitu senantiasa meningkatkan citra wisata dengan meyakinkan wisatawan untuk melakukan kegiatan wisata, meningkatkan standar wisata, serta memperhatikan kebersihan lingkungan.
This study aims to analyze the relationship between Tourist Destination Image and Service Quality on Visitor Satisfaction at Tiga Warna Beach, Malang Regency. This research is a quantitative study with the independent variables namely Tourist Destination Image and Service Quality and the dependent variable is Visitor Satisfaction. Data collection techniques using a questionnaire. In this study, there was a population of 16,800 obtained from historical data of visitors to Tiga Warna Beach, Malang Regency in the January-August 2020 period. The sampling technique used was purposive sampling, with 100 respondents who had visited Tiga Warna Beach. Data analysis used multiple linear regression analysis and hypothesis testing. From the results of this study, it can be concluded that the image of tourist destinations and service quality, either partially or simultaneously, has a positive and significant influence on visitor satisfaction at Tiga Warna Beach. Based on the research conducted, several recommendations can be given in the form of suggestions that can be taken into consideration for the managers of Tiga Warna Beach, namely to always improve the image of tourism by convincing tourists to carry out tourism activities, improve tourism standards, and pay attention to environmental cleanliness.
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DOI: https://doi.org/10.21107/kompetensi.v15i2.12512
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