ANALISIS FAKTOR YANG MEMPENGARUHI KEPUASAN PENGUNJUNG DAN MOTIVASI BERKUNJUNG KEMBALI KE KAWASAN KOTA LAMA SEMARANG

Raden Rara Ayu Widaningsih, Rahmat Budi Santoso, Erawati Kartika, Karmelia Emi Trimiati

Abstract


Penelitian ini bertujuan meneliti pengaruh daya tarik, kualitas layanan dan persepsi kualitas destinasi wisata terhadap motivasi berkunjung kembali melalui kepuasan pengunjung Kota Lama Semarang. Teknik pengambilan sampel menggunakan teknik purposive sampling, didapatkan jumlah sampel sebanyak 280 responden. Metode analisis data menggunakan analisis regresi berganda dan uji sobel. Hasil penelitian menunjukan bahwa daya tarik tempat wisata dan persepsi kualitas berpengaruh positif signifikan terhadap kepuasan pengunjung, namun kualitas layanan tidak berpengaruh terhadap kepuasan pengunjung. Hasil lainnya menunjukan bahwa kepuasan pengunjung berpengaruh positif signifikan terhadap motivasi berkunjung kembali, namun kepuasan pengunjung hanya menjelaskan 10,2% dari motivasi berkunjung kembali. Berdasarkan hasil penelitian dapat disimpulkan bahwa kepuasan pengunjung bukan faktor utama yang membangkitkan motivasi berkunjung kembali wisatawan ke Kawasan Kota Lama Semarang.

Keywords


Daya Tarik Wisata; Kualitas Layanan; Persepsi Kualitas; Kepuasan Pengunjung; Motivasi Berkunjung Kembali

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DOI:

https://doi.org/10.36441/pariwisata.v6i1.1217

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