ANALISIS PENGARUH KUALITAS PELAYANAN TERHADAP TINGKAT KEPUASAN PENGUNJUNG DESA WISATA JAMBU KEDIRI

Abstract

Abstract

The Jambu tourist village is one of the villages that is developing villages with the concept of natural, educational and cultural tourism which is managed by the Jambu Village Government and Bumdes Jaya Makmur Jambu. Developing the potential of guava tourism villages is a strategy to build and improve the economy, especially in rural areas. In agrotourism, service quality is important, therefore there are several factors that are important in service quality, namely physical evidence (Tangibles), reliability, responsiveness, assurance and empathy. Optimal service can create interest in repeat visits by visitors because they feel satisfied with the services provided by an industry. The aim of this research is to analyze visitor satisfaction based on the quality of service provided by the Kediri guava tourist village and analyze the factors that influence visitor satisfaction. The location of this research was carried out in the Jambu Kediri Tourism Village. This research uses a quantitative descriptive approach, a sampling technique using Non Probability Sampling techniques. The data used is primary data and the data analysis used is descriptive statistical analysis, CSI (Customer Satisfaction Index) analysis and binary logistic regression analysis. Based on the results of the CSI (Customer Satisfaction Index) analysis, the overall level of visitor satisfaction is in the quite satisfied category with a score of 58.60%. And the results of the analysis of variables that have significant value on service quality are physical evidence, responsiveness and guarantees.

Keyword: Service Quality, Tourism Villages, CSI Analysis