Peran Kualitas Pelayanan, Harga Tiket Dan Promosi Terhadap Kepuasan Pengunjung Puro Mangkunegaran Surakarta

Abstract

Visitor satisfaction studies are an important aspect in managing a tourist attraction. Many studies have discussed visitor satisfaction and how the factors influence it, but there are still limited studies that discuss the antecedent factors of visitor satisfaction at Puro Mangkunegaran attractions. This study aims to test the significance of service quality, ticket prices, and promotions on visitor satisfaction at Puro Mangkunegaran in Surakarta empirically. This study involved 100 visitors to the Puro Mangkunegaran area. The data analysis used t and F tests to test the effect partially and simultaneously. The study results reveal that partially service quality, ticket prices, and promotions positively affect visitor satisfaction. Meanwhile, simultaneous influence testing results also show that service quality, ticket prices, and promotions significantly influence visitor satisfaction. The results of the R2 test (coefficient of determination) show that the variables of service quality, ticket prices, and promotions can explain 87.2% of the visitor satisfaction variable, while the remaining 13.8% is explained by other variables such as trust, tourism object image, and place. The results of this study have implications for tourism practitioners and the government in managing tourist objects.

Keywords: visitor satisfaction, service quality, ticket prices, and promotion

ABSTRAK

Tujuan penelitian ini adalah untuk memperoleh bukti empiris tentang signifikansi pengaruh Kualitas Pelayanan, Harga Tiket dan Promosi terhadap kepuasan pengunjung Puro Mangkunegaran Surakarta. Populasi dalam penelitian ini adalah pengunjung di area obyek wisata Puro Mangkunegaran Hasil penelitian menunjukkan persamaan regresi bahwa Kualitas Pelayanan, Harga Tiket, dan Promosi berpengaruh positif terhadap kepuasan pengunjung. Hasil uji t menunjukkan bahwa Kualitas Pelayanan, Harga Tiket, dan Promosi berpengaruh siginifikan terhadap kepuasan pengunjung. Hasil uji F menunjukkan bahwa secara bersama-sama variabel Kualitas Pelayanan, Harga Tiket, dan Promosi mempengaruhi variabel kepuasan pengunjung secara signifikan. Hasil uji R² (koefisien determinasi) diketahui bahwa variabel Kualitas Pelayanan, Harga Tiket, dan Promosi mampu menjelaskan sebesar 87,2% terhadap variabel kepuasan, sedangkan sisanya sebesar 13,8% dijelaskan oleh variabel lain seperti trust, citra obyek wisata, dan tempat.

Kata kunci: kepuasan pengunjung, kualitas pelayanan, harga tiket, dan promosi