Pengaruh Pelayanan terhadap Kepuasan Wisatawan di Koperasi Patuh (Pusat Tenun Dan Songket) Desa Sukarara, Lombok

Abstract

This study aims to analyze the effect of service quality on tourist satisfaction at Koperasi Patuh, Sukarara Village, and to identify the service dimensions that have the most dominant influence on tourist satisfaction. This research employed a quantitative approach with an associative research design using a survey method. The study population consisted of tourists visiting Koperasi Patuh, with a sample of 80 respondents selected using the Accidental Sampling technique. Data were collected through questionnaires and analyzed using validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, partial tests (t-test), simultaneous tests (F-test), and the coefficient of determination. The results indicate that service quality, consisting of the dimensions of Tangibles, Reliability, Responsiveness, Assurance, and Empathy, simultaneously has a significant effect on tourist satisfaction. Partially, the Tangibles, Reliability, and Assurance dimensions have a significant influence on tourist satisfaction, while Responsiveness and Empathy do not show a significant effect. The Reliability dimension is the most dominant factor influencing tourist satisfaction. The Adjusted R Square value of 0.818 indicates that service quality explains 81.8% of the variation in tourist satisfaction, while the remaining percentage is influenced by other factors outside the research model. These findings highlight the importance of continuously improving service quality to create better tourism experiences and enhance visitor satisfaction.