VISITOR REVISIT INTENTION TO AGROTOURISM: ROLE OF VISITOR SATISFACTION MEDIATION
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh kualitas layanan dan nilai yang dirasakan terhadap kepuasan pengunjung dan minat berkunjung kembali. Kemudian juga bertujuan untuk menganalisis kepuasan pengunjung sebagai variabel mediasi pada pengaruh kualitas layanan dan nilai yang dirasakan terhadap minat berkunjung kembali. Penelitian ini merupakan penelitian kuantitatif dengan cara menyebarkan kuesioner kepada 120 responden dengan menggunakan metode Accidental Sampling. Analisis data menggunakan Structural Equation Modeling (SEM) dengan menggunakan SEM-PLS. Hasil penelitian menunjukkan bahwa kualitas pelayanan mempunyai pengaruh positif dan signifikan terhadap minat berkunjung kembali, dan kepuasan pengunjung dapat memediasi pengaruh kualitas pelayanan terhadap minat berkunjung kembali. Kualitas pelayanan dan nilai yang dirasakan berpengaruh positif dan signifikan terhadap kepuasan pengunjung. Sedangkan nilai yang dirasakan secara langsung tidak mempunyai pengaruh yang signifikan terhadap minat berkunjung kembali. Namun nilai yang dirasakan berpengaruh signifikan terhadap minat berkunjung kembali melalui kepuasan pengunjung. Kemudian kepuasan pengunjung mempunyai pengaruh positif dan signifikan terhadap niat berkunjung kembali.
This research aims to analyze the influence of service quality and perceived value on visitor satisfaction and revisit intention. Then, it also aims to analyze visitor satisfaction as a mediating variable that influences service quality and perceived value on revisit intention. This research is quantitative research, which involves distributing questionnaires to 120 respondents using the accidental sampling method. Data analysis using structural equation modeling (SEM) using SEM-PLS. Results of this research show that service quality has a direct positive and significant influence on revisit intention, and visitor satisfaction can mediate the effect of service quality on revisit intention. Service quality and perceived value have a positive and significant effect on visitor satisfaction. While perceived value does not directly have a significant impact on revisit intention. However, perceived value has a significant effect on revisit intention through visitor satisfaction. Then, visitor satisfaction has a positive and significant influence on revisit intention.
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