Analisis Pengaruh Kualitas Pelayanan Terhadap Kepuasan Wisatawan Di Daerah Tujuan Wisata Pantai Iboih Sabang Nanggroe Aceh Darussalam

Abstract

Tourism industry is a big industry wich the most accretion in the world. Competition in this industry made customer free to choose which object that can actualization customer expectancy. The case of the research are how the influence of services quality consists of: tangible, reliability, responsiveness, assurance, and empathy to tourist satisfaction, and how the relation of tourist satisfaction with tourist loyality. The research purposing to find out and analyzing the relation of tourist satisfaction with tourist loyality. The research using marketing management theories, especially services marketing theories that relatedness with services quality and customer satisfaction. The research method are descriftive quantitative approach with survey and explanatory research. There are four hipothesies. The sample taking with accidental way, and there are 100 respondents. The research analyse using Multiple Regression technique with symultan test (F test) and parcial test (t test) for the first, to find out the influence of indepent variable to dependent variable with 95% degree of freedom. The second hipothesies using Rank Spearman Rank-Order Analyse to find out the relation between tourist satisfaction with tourist loyality. The research analyse result shows that: services quality have symultan significant influence to tourist satisfaction. The result of parcial test show than reliability, responsiveness, and empathy are the dominat factor to influencing tourist satisfaction. Whereas tangible and assurance have no influence to tourist satisfaction. Determination coefficient (R2) independent variabel to dependent variable are 0.662, that is mean that the capability of tangible, realibility, responsiveness, assurance, and empaty in explain tourist satisfaction are 66.2% , and scrap 33.8% explain by other factor that not shown in the modle. The result Spearman Rank-Order Correlation Coefficient analyse shown tourist satisfaction have relatedness with tourist loyality at Iboih Beach, Sabang. The research conclusion are: tangible, reliability, responsiveness, assurance, and empathy influence with high significant to tourist satisfaction and tourist satisfaction have relatedness with tourist loyality.