Pengaruh Destination Image terhadap Kepuasan Wisatawan serta Dampaknya pada Minat Berkunjung Ulang Wisatawan Siosar Kabupaten Karo

Abstract

Business competition conditions, especially in the field of tourism, are growing very rapidly in the current global era. One of the natural tourist destinations in North Sumatra that is currently busy is Siosar. Siosar is nicknamed the land above the clouds because it is at an altitude of 2,000 MDPL. The tourism potential in Siosar must be developed properly, because this tourism potential can be said to be promising to increase the income of the local community, so therefore there is a need for a good destination image to influence tourist satisfaction which will ultimately influence tourists to visit again. This form of research uses quantitative methods with an associative approach. Sampling was carried out through a non-probability sampling method with purposive sampling technique. The population in this study were Siosar tourists, with a sample of 96 respondents. Primary data used was obtained through direct distribution of questionnaires and secondary data obtained through literature studies. The data analysis technique uses instrument test, validity test, reliability test, classical assumption test, path analysis, hypothesis testing and sobel test. The results of this study indicate that the destination image variable (X) has a positive and significant effect on the tourist satisfaction variable (Y1), the t-count value is 2.917> 1.984 with a sig value of 0.005 < 0.05 and has no significant effect on the repeat visit interest variable (Y2), the t-count value is 1.219 < 1.984 with a sig value of 0.227> 0.05. The tourist satisfaction variable (Y1) has a positive and significant effect on the re-visit interest variable (Y2), the t-count value is 3.874> 1.984 with a sig value of 0.000 <0.05. The destination image variable (X) has a positive and significant effect on the repeat visit interest variable (Y2) through the tourist satisfaction variable, the p-value is 0.014 <0.05.