CHASANAH, MAULIDYA (2026) PENGARUH KUALITAS PELAYANAN, DAYA TARIK WISATA, DAN PROMOSI MEDIA SOSIAL TERHADAP KEPUTUSAN BERKUNJUNG KEMBALI KE HEHA SKY VIEW YOGYAKARTA DENGAN KEPUASAN SEBAGAI VARIABEL INTERVENING. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The decision to revisit a tourist destination represents the final stage in the tourist decision-making process, influenced by service quality, tourist attractions, and social media promotion. This study aims to analyze the role of satisfaction as an intervening variable linking these three factors to revisit intentions at HeHa Sky View Yogyakarta. The study sampled 210 visitors using purposive sampling. Data were collected through questionnaires and analyzed quantitatively using the Partial Least Squares (PLS) method with Smart-PLS version 4.0. The results indicate that tourist attraction and social media promotion have a significant positive effect on satisfaction, whereas service quality does not. Satisfaction positively affects the intention to revisit and partially mediates the relationship between tourist attraction and social media promotion with the intention to revisit, but does not mediate the effect of service quality. Moreover, service quality and social media promotion directly increase the intention to revisit, while tourist attraction does not. These findings emphasize the importance of social media promotion and tourist attractions in enhancing visitor satisfaction and their intention to revisit. Keywords: Consumer Behavior, Service Quality, Tourist Attraction, Social Media Promotion, Satisfaction, Revisit Intension. Keputusan berkunjung kembali merupakan tahap akhir dalam proses pengambilan keputusan wisatawan, yang dipengaruhi oleh kualitas pelayanan, daya tarik wisata, dan promosi media sosial. Penelitian ini bertujuan untuk menganalisis peran kepuasan sebagai variabel intervening yang menghubungkan ketiga faktor tersebut dengan keputusan berkunjung kembali di HeHa Sky View Yogyakarta. Sampel penelitian terdiri dari 210 pengunjung yang dipilih menggunakan purposive sampling. Data dikumpulkan melalui kuesioner dan dianalisis secara kuantitatif menggunakan metode Partial Least Squares (PLS) melalui Smart-PLS versi 4.0. Hasil penelitian menunjukkan bahwa daya tarik wisata dan promosi media sosial berpengaruh positif signifikan terhadap kepuasan, sedangkan kualitas pelayanan tidak berpengaruh signifikan. Kepuasan berpengaruh positif terhadap keputusan berkunjung kembali dan memediasi secara parsial hubungan antara daya tarik wisata serta promosi media sosial dengan keputusan berkunjung kembali, namun tidak memediasi pengaruh kualitas pelayanan. Selain itu, kualitas pelayanan dan promosi media sosial secara langsung meningkatkan keputusan berkunjung kembali, sedangkan daya tarik wisata tidak. Temuan ini menekankan pentingnya promosi media sosial dan daya tarik wisata dalam meningkatkan kepuasan pengunjung serta keputusan berkunjung kembali. Kata kunci: Perilaku Konsumen, Kualitas Pelayanan, Daya Tarik Wisata, Promosi Media Sosial, Kepuasan, Keputusan Berkunjung Kembali.
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