MENEMUKENALI PENENTU KEPUTUSAN PEMBELIAN ULANG JASA WISATA BERBASIS KEHANDALAN JASA WISATA DAN KEDALAMAN DUKUNGAN TEKNIS PENGELOLAAN
DOI:
https://doi.org/10.31539/vza2tw54Keywords:
Kehandalan, Dukungan Teknis, Keputusan Pembelian Ulang, WisataAbstract
Penelitian bertujuan menganalisis pengaruh kehandalan jasa wisata dan kedalaman dukungan teknis pengelolaan terhadap keputusan pembelian ulang wisata oleh wisatawan di Candi Prambanan, Yogyakarta. Kedua variabel ini dipilih karena semakin penting dalam iklim persaingan bisnis wisata yang menuntut pengelolan tidak hanya menarik wisatawan baru, tetapi juga mempertahankan wisatawan yang sudah ada. Metode penelitian menggunakan pendekatan kuantitatif dengan teknik survei melalui kuesioner yang dibagikan kepada 90 wisatawan di Candi Prambanan, Yogyakarta melakukan pembelian ulang wisata. Analisis data dilakukan menggunakan SPSS, meliputi uji validitas, uji reliabilitas, analisis regresi linear berganda, uji t, uji F, serta koefisien determinasi. Hasil penelitian menunjukkan bahwa kehandalan jasa wisata dan kedalaman dukungan teknis pengelolaan memiliki pengaruh signifikan terhadap keputusan pembelian ulang wisata oleh wisatawan di Candi Prambanan, Yogyakarta. Penelitian ini memberikan implikasi penting bagi pengelola untuk berfokus pada penguatan kualitas jasa wisata, profesionalitas layanan teknis yang stabil, serta strategi membangun kepercayaan untuk menciptakan keputusan pembelian ulang wisata
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