SARI, AJENG PERMATA (2020) PENGARUH KUALITAS PRODUK WISATA, PELAYANAN WISATA, DAN DAYA TARIK OBYEK WISATA TERHADAP KEPUASAN WISATAWAN SERTA DAMPAKNYA TERHADAP PERILAKU PASCA KUNJUNGAN (Pada Wisatawan Mancanegara di Tanah Lot, Bali). S1 thesis, Universitas Mercu Buana.
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Abstract
Tanah Lot is a tourist spot in Bali that is unique because of the uniqueness of the Tanah Lot Temple which is located in the middle of the sea, about 300 meters from the shoreline. Besides this object also offers natural beauty at sunset. The word Tanah Lot consists of the word "Tanah" which means rock and "Lot" or "Lod" means sea. So Tanah Lot is defined as land in the middle of the sea. Tanah Lot Temple was founded in the 15th century by a Hindu pedanda (priest) named "Bawu Rawuh" or "Danghyang Nirartha" who came from the Majapahit kingdom. Danhyang Niratha on his way to Hinduism from Java. The purpose of this study is to see the effect of tourist satisfaction on post-visit behavior by paying attention to the quality of tourism products, quality of tourism services, and tourist attraction. The subjects of this research are foreign tourists in Tanah Lot, Bali. The sample used in this study were 140 respondents. The sampling method was done by using purposive sampling method. The study used SEM data analysis techniques and data processing using Partial Least Square (PLS). These results indicate that the Quality of Tourism Services has a significant positive effect on Tourist Satisfaction, the Quality of Tourism Products has a significant positive effect on Post-Significant Behavior, the Quality of Tourism Services has a positive effect on Tourist Satisfaction, the Quality of Tourism Services has a significant positive effect on Post-Post Behavior. positive significant towards Tourist Satisfaction, Tourism Attraction Attraction has a significant positive effect on Post-Visit Behavior, as well as positive and insignificant tourist satisfaction on visiting behavior Keywords: Quality of Tourism Products, Quality of Tourism Services, Attraction of Tourism Objects, Tourist Satisfaction, Post-Visit Behavior, Tanah Lot. Tanah Lot merupakan tempat wisata di Bali yang unik karena keunikan Pura Tanah Lot yang terletak di tengah laut sekitar lebih kurang 300 meter dari bibir pantai. Selain itu objek ini juga menawarkan keindahan alam saat matahari terbenam. Kata Tanah Lot terdiri dari kata "Tanah" yang diartikan sebagai batu karang dan "Lot" atau "Lod" berarti laut. Jadi Tanah Lot diartikan sebagai tanah yang ada di tengah laut. Pura Tanah Lot didirikan pada abad ke-15 oleh pedanda (pendeta) Hindu bernama "Bawu Rawuh" atau "Danghyang Nirartha" yang berasal dari kerajaan Majapahit. Danhyang Niratha dalam perjalanannya untuk menyebarkan agama Hindu dari jawa. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh Kepuasan Wisatawan terhadap Perilaku Pasca Kunjungan dengan memperhatikan Kualitas Produk Wisata, Kualitas Pelayanan Wisata, dan Daya Tarik Obyek Wisata. Subjek pada penelitian ini adalah wisatawan mancanegara di Tanah Lot, Bali. Sampel yang digunakan dalam penelitian ini adalah 140 responden. Metode pengambilan sampel dilakukan dengan metode purposive sampling. Penelitian ini menggunakan teknik analisis data SEM dan pengolahan data menggunakan Partial Least Square (PLS). Hasil penelitian ini menunjukkan bahwa Kualitas Produk Wisata berpengaruh positif signifikan terhadap Kepuasan Wisatawan, Kualitas Produk Wisata berpengaruh positif signifikan terhadap Perilaku Pasca Kunjungan, Kualitas Pelayanan Wisata berpengaruh positif signifikan terhadap Kepuasan Wisatawan, Kualitas Pelayanan Wisata berpengaruh positif sigifikan terhadap Perilaku Pasca Kunjungan, Daya Tarik Obyek Wisata berpengaruh positif signifikan terhadap Kepuasan Wisatawan, Daya Tarik Obyek Wisata berpengaruh positif signifikan terhadap Perilaku Pasca Kunjungan, serta Kepuasan Wisaatwan positif tidak signifikan Perilaku pasca kunjungan. Kata kunci : Kualitas Produk Wisata, Kualitas Pelayanan Wisata, Daya Tarik Obyek Wisata, Kepuasan Wisatawan, Perilaku Pasca Kunjungan, Tanah Lot.
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