Pengaruh Kualitas Layanan Terhadap Kepuasan dan Word Of Mouth Pada Destinasi Wisata Pantai Lon Malang

Pribanus Wantara, S. Anugrahini Irawati, Widya Rizka Arfy

Abstract


ABSTRAK

Kualitas pelayanan dan kepuasan pelanggan banyak memainkan peran penting dalam industri jasa seperti industri kuliner dan pariwisata, karena kualitas layanan sangat penting untuk kelangsungan hidup dan profitabilitas perusahaan. Dengan melihat masalah persaingan yang semakin tinggi dalam industri jasa khususnya industry wisata, maka pengelola destinasi wisata harus mampu memberikan layanan yang berkualitas dan memenuhi tuntutan pelanggan. Studi ini bertujuan untuk menguji hubungan faktor-faktor yang memengaruhi promosi dari mulut ke mulut dalam industri wisata pada pantai Lon-Malang di Kabupaten Sampang. Populasi adalah pelanggan yang sedang berkunjung ke pantai Lon-Malang sejumlah 125 orang. Untuk mengumpulkan data digunakan kuesioner selanjutnya diolah menggunakan perangkat lunak SmartPLS versi 3.2.7. Temuan menunjukkan hubungan positif yang signifikan antara seluruh dimensi kualitas layanan terhadap kepuasan pelanggan, serta terdapat hubungan positif dan signifikan antara kepuasan pelanggan dengan promosi dari mulut ke mulut pelanggan.

Keywords


Kualitas pelayanan, kepuasan wisatawan, promosi mulut ke mulut, pantai Lon-Malang

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DOI: https://doi.org/10.21107/kompetensi.v18i2.28060

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