Pengaruh Dimensi Dimensi Nilai Yang Dipersepsikan Terhadap Minat Kunjungan Kembali Wisatawan di Lombok Dengan Kepuasan Sebagai Variabel Intervening
Keywords:
perceived value, interest to revisiting, satisfactionAbstract
Tourism is one of the leading sectors in increasing national economic growth. The tourism sector has a good potential to produce economic growth in expanding employement, reducing poverty, and increasing local revenue. Lombok Island has become one of the most popular tourist destinations in the world because of its natural beauty. The number of tourist arrivals in Lombok continues to increase every year. The purpose of this research is to examine the effect of the perceived value dimensions (functional value, emotional value, price value, and social value) on the interest of the tourists in revisiting Lombok. In addition, this research also examines the role of satisfaction mediation related to the perceived value dimensions to the interest of the re-visiting. Respondents in this study are tourists who have visited Lombok. The sampling technique used in this research is non-probability sampling method, which is a purposive sampling. The data processing tool used is Statistical Package for the Social Science (SPSS), while the data analysis used is multiple regressions. The results of this study indicate that there is an effect of the value dimensions on the tourists interest on revisiting Lombok. Apparently, there is role of mediation influenced by the variable of satisfaction on the effect of functional value, emotional value, price value, and social value on the tourist interest to revisiting Lombok.
Keywords: perceived value, interest to revisiting, satisfaction
AbstrakPariwisata merupakan salah satu sektor yang diandalkan dalam perekonomian nasional. Sektor pariwisata berpotensi menghasilkan pertumbuhan ekonomi yang cepat dalam penyediaan lapangan kerja, menentaskan kemiskinan, hingga meningkatkan pendapatan daerah. Pulau Lombok adalah salah satu destinasi wisata populer di dunia berkat keindahan alamnya. Jumlah kunjungan wisatawan di Lombok terus meningkatkan setiap tahunnya. Tujuan penelitian ini adalah menguji pengaruh dimensi-dimensi nilai yang dipersepsikan (nilai fungsional, nilai emosional, nilai harga, dan nilai sosial) terhadap minat kunjuang ulang wisatawan di Lombok. Selain itu, menguji peran mediasi kepuasan dalam hubungan dimensi-dimensi nilai yang dipersepsikan pada minat melakukan kunjungan kembali. Responden pada penelitian ini adalah wisatawan yang pernah berkunjung ke NTB. Teknik pengambilan sampel menggunakan metode non-probability sampling, yaitu purposive sampling. Alat pengolahan data menggunakan Statistical Package for the Social Science (SPSS). Sedangkan analisis data yang digunakan adalah regresi berganda. Hasil dari penelitian ini menunjukkan bahwa terdapat pengaruh dimensi-dimensi nilai terhadap minat kunjungan ulang wisatawan di Lombok. Ternyata, terdapat peran mediasi yang dipengaruhi variabel kepuasan terhadap pengaruh nilai fungsional, nilai emosional, nilai harga, dan nilai sosial terhadap minat melakukan kunjungan kembali wisatawan di Lombok.
Kata kunci: persepsi nilai, minat berkunjung kembali, kepuasan
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