Pengaruh kualitas lingkungan fisik dan kualitas layanan terhadap kepuasan pengunjung dan pesan berantai
Abstract
Makanan tradisional menjadi salah satu daya tarik pengunjung untuk datang ke suatu destinasi wisata kuliner. Penelitian ini bertujuan mengeksplorasi pengaruh kualitas lingkungan fisik dan kualitas layanan terhadap kepuasan pengunjung dan pesan berantai pada rumah makan tradisional. Sampel penelitian adalah konsumen yang datang dan menikmati makanan yang disajikan oleh rumah makan tradisional di Kota Palembang sebanyak 200 responden dengan menggunakan teknik convenience sampling. Analisis data menggunakan Model Persamaan Struktural (SEM) dengan bantuan AMOS 22.00. Hasil penelitian menjelaskan bahwa kualitas lingkungan fisik berpengaruh tidak signifikan terhadap kepuasan pengunjung. Kualitas lingkungan fisik berpengaruh tidak signifikan terhadap pesan berantai. Kualitas makanan berpengaruh signifikan terhadap kepuasan pengunjung. Kualitas makanan berpengaruh tidak signifikan terhadap pesan berantai. Kepuasan pengunjung berpengaruh signifikan terhadap pesan berantai. Hasil penelitian ini dapat menjadi masukan bagi pengelola rumah makan dalam memberikan pelayanan lebih baik kepada pengunjung.
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DOI: https://doi.org/10.30872/jkin.v16i2.6184
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