KEPUASAN DAN LOYALITAS PELANGGAN MY PERMATA WISATA :SERVQUAL MODEL
DOI:
https://doi.org/10.22441/jimb.v4i2.3979Kata Kunci:
bentuk fisik, daya tanggap, empati, jaminan, kepuasan, loyalitas, responsifAbstrak
Penelitian ini bertujuan untuk menganalisis dimensi kualitas pelayanan yang mempengaruhi kepuasan dan implikasinya terhadap loyalitas pelanggan My Permata Wisata. Pemilihan dan pengambilan sampel menggunakan teknik systematic random sampling dan quota sampling dari 162 peserta wisata. Metode analisa data menggunakan Structural Equation Modeling (SEM) dengan program Linear Structural Relations (LISREL). Hasil penelitian ini menunjukkan bahwa bentuk fisik dan empati berpengaruh singnifikan terhadap kepuasan, sementara kepuasan berpengaruh terhadap loyalitas pelanggan secara signifikan. Sedangkan responsif, keandalan dan jaminan tidak mempunyai pengaruh signifikan terhadap kepuasan. Potensi sektor pariwisata memiliki peluang besar dalam mendorong pertumbuhan ekonomi Indonesia ke depannya. Oleh karena itu, kejelasan kinerja pelayanan My Permata Wisata dapat diimplementasikan dalam pengambilan keputusan strategi pemasaran ke depannya, sehingga menjadikan perusahaan terus tumbuh dan berkelanjutan ke depannya.
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