PENGARUH KUALITAS PELAYANAN TERHADAP LOYALITAS WISATAWAN MELALUI KEPUASAN DI AIR TERJUN KEMBAR BATU BARAE
Keywords
Kualitas Pelayanan, Loyalitas Wisatawan, Kepuasan Wisatawan, Air Terjun Kembar, PLS-SEMAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh kualitas pelayanan terhadap loyalitas wisatawan dengan kepuasan sebagai variabel mediasi di Wisata Air Terjun Kembar Batu Barae, Kabupaten Sinjai, Sulawesi Selatan. Penelitian menggunakan pendekatan kuantitatif dengan metode survei. Sampel sebanyak 100 responden ditentukan menggunakan rumus Slovin dengan teknik simple random sampling. Analisis data menggunakan Partial Least Square (PLS) dengan software SmartPLS 4. Hasil penelitian menunjukkan bahwa: (1) kualitas pelayanan berpengaruh positif dan signifikan terhadap kepuasan wisatawan; (2) kualitas pelayanan berpengaruh positif dan signifikan terhadap loyalitas wisatawan; (3) kepuasan wisatawan berpengaruh positif dan signifikan terhadap loyalitas wisatawan; (4) kepuasan wisatawan memediasi secara signifikan pengaruh kualitas pelayanan terhadap loyalitas wisatawan. Nilai R-square loyalitas sebesar 0,639 menunjukkan bahwa 63,9% varians loyalitas dijelaskan oleh kualitas pelayanan dan kepuasan. Penelitian ini merekomendasikan pengelola wisata untuk meningkatkan kualitas pelayanan pada aspek keandalan, daya tanggap, dan empati guna membangun loyalitas wisatawan.
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