Pengaruh Sapta Pesona Terhadap Kepuasan Pengunjung Dimoderasi Kualitas Layanan

Abstract

Tourism is an economic sector that contributes to a country's economic development. This can be seen from the growing number of tourist attractions being built, which in turn intensifies business competition. The purpose of this research is to determine whether influences visitor satisfaction and whether service quality is able to moderate the influence of Sapta Pesona on visitor satisfaction at the Telaga Situ Tirta Marta tourist attraction in Purbalingga.

This study is a field research using a quantitative research approach. The data was collected through questionnaires distributed to 400 respondents via Google Forms. The data analysis method involves descriptive statistical analysis, moderation testing, and hypothesis testing using the SmartPLS (v3.0) analytical tool.

The research findings indicate that Sapta Pesona has a significant effect on visitor satisfaction at the tourist destination. The better the implementation of Sapta Pesona values, the higher the level of visitor satisfaction. However, service quality does not serve as a significant moderating variable, and therefore does not affect the relationship between Sapta Pesona and visitor satisfaction. The R-square value shows that the visitor satisfaction variable has a value of 0.291, meaning that the independent variable (X) can explain 29.1% of the variance  the dependent variable (Y), which is considered weak. This indicates that visitor satisfaction may be influenced by the elements of Sapta Pesona, namely safety, orderliness, cleanliness, coolness, beauty, friendliness, and memorable experiences. Meanwhile, the remaining 70.9% is influenced by other variables not examined in this study, such as price, accessibility, weather conditions, and additional services.