PENGARUH KUALITAS LAYANAN WISATA TERHADAP KEPUASAN PENGUNJUNG: STUDI KASUS DESA WISATA TETEBATU
Keywords:
Tourism Service Quality, Visitor Satisfaction, Servqual, Tourism VillageAbstract
Tetebatu Tourism Village is a nature- and community-based tourist destination that has experienced a steady increase in visitor arrivals each year. However, several challenges related to service quality remain, including inadequate supporting facilities, inconsistent homestay quality, and tour guide services, which may affect visitor satisfaction. This study aimed to analyze the effect of tourism service quality on visitor satisfaction in Tetebatu Tourism Village. A quantitative approach was employed using an accidental sampling technique involving 150 respondents. Service quality was measured using the five SERVQUAL dimensions: tangibles, reliability, responsiveness, assurance, and empathy. Data were analyzed using validity and reliability tests, t-tests, F-tests, and the coefficient of determination (R²) using SPSS. The results showed that all research instruments were valid and reliable, with Cronbach's Alpha values above 0.70. Partially, responsiveness, assurance, and empathy had a significant effect on visitor satisfaction, whereas tangibles and reliability had no significant effect. Simultaneously, service quality had a significant effect on visitor satisfaction, with a coefficient of determination (R²) of 0.717, indicating that 71.7% of the variation in visitor satisfaction was explained by service quality. Therefore, improving service quality, particularly responsiveness, assurance, and empathy, is essential to enhancing visitor satisfaction in Tetebatu Tourism Village.
References
Ali, F., Zhou, Y., Hussain, K., Nair, P. K., & Ragavan, N. A. (2016). Does Higher Education Service Quality Effect Student Satisfaction, Image and Loyalty? A Study of International Students in Malaysian Public Universities. Quality Assurance in Education, 24, 70–94. https://doi.org/https://doi.org/10.1108/QAE-02-2014-0008
Anhar, A., & Parlindungan, A. (2025). The Influence of Facilities and Service Quality on Visitor Satisfaction at the 2024 Purnama Bersantai Music Concert. Journal of Economics and Social Sciences (JESS), 4(2), 1345–1358. https://doi.org/10.59525/jess.v4i2.1086
Girsang, M. K., Sianipar, G. J. ., & Simanjuntak, A. N. (2022). Pengaruh Bauran Pemasaran Jasa Terhadap Kepuasan Wisatawan Berkunjung Ke Taman Bunga Sapo Juma Tongging Karo. Jurnal Manajemen dan Bisnis, 22(2), 399–413.
Haerawani, N. (2024). Permasalahan dan Solusi Dalam Pengembangan Desa Tetebatu Sebagai Desa Wisata Unggulan di Kabupaten Lombok Timur. Jurnal Penelitian Mahasiswa Pariwista, 2(1), 134–150.
Kalebos, F. (2016). Faktor-Faktor Yang Mempengaruhi Kepuasan Wisatawan Yang Berkunjung Ke Daerah Wisata Kepulauan Faktor Yang « Kalebos) 489. Jurnal Riset Bisnis dan Manajemen, 4(3), 489–502.
Kharismawati, R., & Febryantahanuji. (2025). Pengaruh Kualitas Pelayanan dan Tarif terhadap Kepuasan Wisatawan Cimory On The Valley. EBISNIS (Jurnal Ilmiah Ekonomi dan Bisnis), 18(1), 329–336.
Kotler, P., & Keller, K. L. (2016). Marketing Management. Pearson.
Muttaqien, R. R., & Permana, A. (2025). Pengelolaan Service Encounter Sebagai Upaya Meningkatkan Kepuasan Pengunjung Di Destinasi Wisata Tangkuban Perahu, Jawa Barat. Jurnal Mekar, 4(2), 2–5. https://doi.org/https://doi.org/10.59193/jmr.v4i2.462
Oliver, R. L. (1999). Whence Consumer Loyalty? Journal of Marketing, 63(4), 33–44.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). Servqual: A multiple-item scale for measuring consumer perc. Journal of retailing, 64(1), 12.
Pusparini, M. (2025). Pariwisata 6A dalam Pengelolaan Pariwisata Berkelanjutan Berbasis Komunitas Studi Kasus : Desa Wisata Selindung – Jerambah Gantung. Jurnal ITB, 82–88. https://doi.org/http://doi.org/10.5614/wpar.2025.23.2.05
Saleh, H., Sibua, A., Sibua, W., Morotai, U. P., Lemonade, K., Selatan, M., & Pulau, K. (2025). Analisis Kualitas Pelayanan di Objek Wisata Pulau Dodola Morotai dengan Metode Service Quality. Jurnal Media Akademik, 3(12), 1–12. https://jurnal.mediaakademik.com/index.php/jma/article/view/4166/3139
Satria, L., Nuswantara, B., & Johanes, H. (2020). Hubungan Antara Kualitas Layanan Dengan Loyalitas Pengunjung Di Agrowisata D’emerick Kota Salatiga. Mahatani, 3(1), 173–183.
Syafitra, R. (2025). Penerapan Service Excellence untuk Meningkatkan Loyalitas Wisatawan. Jurnal Pariwisata dan Hospitality, 1(2), 20–26.
Taip, R. I. (2020). Analisis Pengaruh Dimensi Kualitas Pelayanan Terhadap Tingkat Kepuasan Pelanggan Pada The Bagong Adventure – Museum Tubuh Kota Batu. Jurnal Ilmah Mahasiswa FEB, 8(1), 1–16.
Utomo, B. (2019). Penerapan Metode Servqual untuk Evaluasi dan Perbaikan Kualitas Pelayanan Pada Bengkel Nunata Kedaung, Ciputat, Tangerang Selatan. Jurnal Teknologi Informasi ESIT, 19(1), 72–80.
Viola, & Ginting, N. (2022). Analisa Teori Kepuasan Wisatawan terhadap Objek Wisata. TALENTA Conference Series, 5, 643–648. https://doi.org/10.32734/ee.v5i1.1529
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The Behavioral Consequences of Service Quality. Journal of marketing, 60(2), 31–46. https://doi.org/https://doi.org/10.2307/1251929
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Baiq Tutut Dwi Wiasti, Agus Kurniawan, Sri Rahmi Yunianti
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Alamat
Email
Tlp/Wa
Instagram