PENGARUH CITRA DESTINASI DAN PERSEPSI HARGA TERHADAP LOYALITAS PENGUNJUNG DI OWABONG MELALUI KEPUASAN SEBAGAI VARIABEL MEDIASI

Oryz Agnu Dian Wulandari, Agus Suroso, Refius Pradipta Setyanto

Abstract


Penelitian ini dilatar belakangi dengan meningkatnya pertumbuhan ekonomi bangsa yang saat ini dipengaruhi oleh dunia pariwisata di Indonesia. Penelitian ini dilakukan di Owabong ( Obyek Wisata Air Bojongsari ) dengan tujuan yakni menguji pengaruh citra destinasi, perspsi inovasi dan persepsi harga terhadap loyalitas dan niat berkunjung kembali melalui kepuasan sebagai variabel mediasi. Data dikumpulkan dengan metode kuisioner terhadap 145 pengunjung di Obyek Wisata Air Bojongsari yang diperoleh dengan menggunakan teknik purposive sampling. Metode yang digunakan adalah deskriptif kuantitatif.

Hasil dari penelitian ini adalah citra destinasi, persepsi inovasi dan persepsi harga serta kepuasan sebagai variabel mediasi secara bersama-sama memiliki pengaruh positif dan signifikan terhadap loyalitas dan niat berkunjung kembali. Sedangkan variabel loyalitas memiliki pengaruh positif tetapi tidak signifikan terhadap niat berkunjung kembali.


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DOI: https://doi.org/10.32424/jeba.v21i2.1319

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