Keywords
loyalitas
Magelang
pariwisata
How to Cite
Abstract
Tujuan dari penelitian ini adalah untuk melihat dampak kepuasan dan loyalitas pengunjung pada wisata arung jeram di sungai Elo Magelang di Indonesia. Jenis Penelitian ini adalah penelitian deskriptif dengan metode campuran (kualitatif dan kuantitatif). Subjek penelitian ini adalah 62 pengunjung lokal dan internasional diambil secara acak. Analisis data menggunakan teknik penggunaan dan regresi linier antara indikator variabel dan antar variabel itu sendiri dengan perangkat lunak SPSS versi 21 dan PLS-SEM. Hasil penelitian menunjukkan bahwa ada bukti positif antara indikator dan variabel bebas atas 0,5. Korelasi antara variabel menunjukkan bahwa masih rendah di bawah 0,5. Persaingan ini menuntut para pelaku usaha bidang jasa untuk memaksimalkan kinerja usahanya agar dapat bersaing di pasar. Para pelaku usaha harus bekerja keras untuk mempelajari dan memahami kebutuhan dan keinginan pelanggannya. Dengan demikian dapat disimpulkan bahwa, dengan mempelajari, menilai, meneliti kebutuhan, keinginan dan permintaan pelanggan, maka akan memberikan solusi yang penting bagi usahanya untuk mendesain strategi pemasaran agar dapat membuat atau menciptakan kepuasan dan loyalitas bagi pelanggannya.
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