NATASHA, JASMINE (2025) PENGARUH PROMOSI, DAYA TARIK WISATA DAN KUALITAS PELAYANAN TERHADAP KEPUASAN WISATAWAN (Studi Pada Pantai Pangumbahan Ujung Genteng Sukabumi). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The purpose of this study is to determine how promotion, tourist attraction, and service quality affect tourist satisfaction at Pangumbahan Beach, Ujung Genteng, Sukabumi. This study uses a quantitative approach. Purposive sampling was used to collect samples. The study population consists of all residents in the JABODETABEK area, Sukabumi, West Java, East Java, and Central Java. The study sample comprises 145 respondents. The data collection method used involved distributing questionnaires via Google Forms. Data analysis was conducted using Partial Least Squares (PLS) version 4.0. The results of this study indicate that Promotion, Tourist Attractions, and Service Quality all have a positive and significant influence on Tourist Satisfaction. Keywords: Promotion, Tourist Attractions, Service Quality, Tourist Satisfaction Tujuan penelitian ini adalah untuk mengetahui bagaimana Promosi, Daya Tarik Wisata, Kualitas pelayanan mempengaruhi Kepuasan Wisatawan di Pantai Pangumbahan Ujung Genteng Sukabumi. Metode dalam penelitian ini menggunakan pendekatan kuantitatif. Menggunakan teknik Purposive Sampling dalam pengumpulan sampel. Populasi penelitian ini terdiri dari seluruh masyarakat yang berdomisili di JABODETABEK, Sukabumi, Jawa Barat, Jawa Timur dan Jawa Tengah. Sampel penelitian ini terdiri dari 145 responden. Metode pengumpulan data yang digunakan dengan menyebarkan kuesioner melalui google form. Metode analisis data menggunakan Partial Least Square (PLS) versi 4.0. Hasil penelitian ini menunjukkan bahwa Promosi, Daya Tarik Wisata, Kualitas Pelayanan sama-sama berpengaruh positif dan signifikan terhadap Kepuasan Wisatawan. Kata Kunci: Promosi, Daya Tarik Wisata, Kualitas Pelayanan, Kepuasan Wisatawan
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