Pengaruh Kualitas Layanan dan Citra Objek Wisata terhadap Kepuasan Wisatawan Taman Wisatawan Bukit Lawang Langkat

Abstract

Bukit Lawang Tourism Park has excellent natural tourism potential, where Bukit Lawang Tourism Park is one of the areas managed by the Gunung Lauser National Park (TNGL) which is utilized primarily for the benefit of nature tourism and recreation. From the service aspect, it can be seen that currently more and more service providers are trying to fulfill the wishes of visitors, causing every service provider to place their orientation on tourists. The purpose of this study was to find out and analyze whether the quality of service and the image of tourism objects on tourist satisfaction in Bukit Lawang Langkat Park tourism. The population in this study were 578 visitors who came to visit Bukit Lawang Park in July 2019 who came to visit Bukit Lawang Langkat Park. The sampling technique in this study was to use the Nonprobability Sampling method and the sample selection used the Slovin formula with 85 respondents. The validity test was carried out on 30 respondents outside the sample. The analytical method used is descriptive analysis method and multiple linear regression analysis. This type of research is associative research and the data used are primary and secondary data obtained through documentation studies and questionnaires using a Likert Scale. The data were statistically processed using the SPSS Version 26 program, namely the t-test, f-test and determinant coefficient (R2). The results of this study indicate that simultaneously have a significant effect on the Quality of Service and The Image of Tourist Objects on Tourist Satisfaction. Partially, the variables of Service Quality and Image of Tourism Objects have a positive and significant effect on Tourist Satisfaction.