Analisis Faktor-Faktor Yang Mempengaruhi Kepuasan Wisatawan Untuk Berkunjung Ke Kepulauan Riau

Vina Kristini, Wisnu Yuwono


Penelitian ini bertujuan untuk menganalisis pengaruh Motivasi Perjalanan, Pengalaman Perjalanan, Gambaran Destinasi, Gambaran Negara, dan Electronic-Word of Mouth (E-WOM) terhadap Kepuasan dan Niat Berkunjung; dan apakah Kepuasan dapat memengaruhi Niat Berkunjung wisatawan ke Kepulauan Riau. Penelitian ini merupakan penelitian kuantitatif dengan metode korelasional. Responden dipilih dengan menggunakan metode purposive sampling. Responden penelitian ini adalah wisatawan asing berusia 18 tahun ke atas yang pernah berkunjung ke Kepulauan Riau, terutama Batam, Tanjungpinang, Bintan, dan Karimun. Populasi berjumlah 2.278 dengan sampel sebanyak 329 berdasarkan tabel slovin. Data dikumpulkan melalui kuesioner online dan dianalisis dengan Partial Least Square-Structural Equation Modeling (PLS-SEM). Hasil penelitian adalah Motivasi Perjalanan, Pengalaman Perjalanan, dan Electronic-Word of Mouth (E-WOM) tidak berpengaruh terhadap Niat Berkunjung. Kepuasan tidak memediasi Motivasi Perjalanan dan Pengalaman Perjalanan terhadap Niat Berkunjung. Namun, kepuasan memediasi pengaruh Electronic-Word of Mouth (E-WOM) terhadap Niat Berkunjung. Gambaran Destinasi dan Gambaran Negara berpengaruh positif terhadap Niat Berkunjung dan juga dimediasi Kepuasan.

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