Pengaruh Destination Image, Service Quality & Customer Experience Terhadap Visit Intention Dengan Perceived Value Sebagai Variabel Mediasi Pada Objek Wisata Bahari Tlocor Pulau Lusi Desa Jabon, Kecamatan Porong, Sidoarjo

Trivia, Dyva Putri Pengaruh Destination Image, Service Quality & Customer Experience Terhadap Visit Intention Dengan Perceived Value Sebagai Variabel Mediasi Pada Objek Wisata Bahari Tlocor Pulau Lusi Desa Jabon, Kecamatan Porong, Sidoarjo. Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Penelitian ini menekankan bahwa pengembangan destinasi wisata bahari memerlukan pemahaman komprehensif terhadap faktor-faktor yang memengaruhi niat berkunjung wisatawan. Studi ini bertujuan untuk meneliti pengaruh citra destinasi, kualitas layanan, dan pengalaman pelanggan terhadap niat berkunjung melalui nilai yang dirasakan (perceived value) sebagai variabel mediasi pada Wisata Bahari Tlocor, Pulau Lusi, Sidoarjo. Penelitian ini menggunakan pendekatan kuantitatif dengan metode Partial Least Squares Structural Equation Modeling (PLS-SEM). Data dikumpulkan dari 100 responden dengan teknik stratified random sampling. Uji validitas konvergen dan diskriminan dilakukan untuk memastikan keandalan model pengukuran, sementara mekanisme mediasi diuji melalui analisis bootstrapping sebanyak 5.000 iterasi. Hasil penelitian menunjukkan bahwa kualitas layanan memiliki pengaruh langsung paling kuat terhadap nilai yang dirasakan (koefisien jalur = 0,566; p < 0,001). Selanjutnya, nilai yang dirasakan terbukti secara signifikan memengaruhi niat berkunjung (koefisien jalur = 0,420; p = 0,020). Model penelitian memperlihatkan kemampuan prediktif yang tinggi dengan nilai R-square sebesar 0,823 untuk variabel nilai yang dirasakan, dan 0,791 untuk niat berkunjung. Analisis mediasi mengungkapkan bahwa nilai yang dirasakan berperan sebagai mediator parsial dalam hubungan antara citra destinasi (52,64%), kualitas layanan (45,56%), dan pengalaman pelanggan (66,68%) terhadap niat berkunjung. Temuan ini menegaskan bahwa sinergi antara kualitas layanan, citra destinasi, dan desain pengalaman wisata melalui penciptaan nilai yang dirasakan merupakan kunci untuk meningkatkan niat berkunjung wisatawan dalam konteks pengembangan pariwisata bahari yang berkelanjutan.

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