PENGARUH KEUNGGULAN KOMPETITIF DAN KUALITAS PELAYANAN TERHADAP KEPUASAN DAN LOYALITAS PENGUNJUNG OBJEK WISATA AIR “OWABONG” PURBALINGGA

Eru Ahmadia

Abstract

Tujuan penelitian ini adalah untuk mengetahui dan menganalisis pengaruh  keunggulan
kompetitif dan kualitas pelayanan terhadap kepuasan pengunjung serta dampak
selanjutnya terhadap loyalitas pengunjung.Penelitian ini merupakan penelitian deskriptif
kausal, dengan menggunakan metode survei.Populasi dalam penelitian ini adalah seluruh
pengunjung Obyek Wisata Air “Owabong” di Kabupaten Purbalingga.Sampel yang
digunakan dalam penelitian adalah sebanyak 100 orang responden.Penentuan sampel
dilakukan dengan menggunakan teknik convenience sampling.Pengumpulan data
dilakukan dengan menggunakan kuesioner dan dokumen.Teknik analisis data dilakukan
dengan menggunakan analisis jalur (path analysis).Berdasarkan hasil analisis, penelitian
menyimpulkan bahwa:Keunggulan kompetitif  dan kualitas pelayanan berpengaruh
positif dan signifikan terhadap kepuasan pengunjung baik secara parsial maupun secara
simultan;Kepuasan pengunjungberpengaruh positif dan signifikan terhadap loyalitas
pengunjung; Keunggulan kompetitif dan kualitas pelayanan tidak berpengaruh secara
langsung terhadap loyalitas pengunjung;dan Ada pengaruh tidak langsung keunggulan
kompetitif dan kualitas pelayanan terhadap loyalitas pengunjung melalui kepuasan
pengunjung.

Keywords

Loyalitas; kepuasan; keunggulan kompetitif; kualitas pelayanan

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