DETERMINANTS CUSTOMER SATISFACTION: MULTIPLE MODERATION MODELS OF SERVICE QUALITY AT TOURIST OBJECT GUBAK HILLS IN ISLAMIC BUSINESS PERSPECTIVE

Risya, Hidayani Pratiwi and Muhammad, Kurniawan and Ersi, Sisdianto DETERMINANTS CUSTOMER SATISFACTION: MULTIPLE MODERATION MODELS OF SERVICE QUALITY AT TOURIST OBJECT GUBAK HILLS IN ISLAMIC BUSINESS PERSPECTIVE. EKOMBIS REVIEW : Jurnal Ekonomi & Bisnis.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk menganalisis pengaruh fasilitas wisata dan harga terhadap kepuasan pelanggan dengan kualitas layanan sebagai variabel moderasi di objek wisata Gubak Hills. Metode yang digunakan adalah kuantitatif dengan pendekatan deskriptif, melibatkan wisatawan yang berdomisili di Kota Bandar Lampung sebagai populasi. Pengumpulan data dilakukan melalui kuesioner, riset, dan dianalisis menggunakan Smart PLS. Hasil penelitian menunjukkan bahwa fasilitas wisata dan harga berpengaruh positif serta signifikan terhadap kepuasan pelanggan, dengan nilai koefisien masing-masing 0.516 dan 0.476 serta p-values < 0.05. Selain itu, kualitas layanan terbukti signifikan dalam memoderasi pengaruh fasilitas wisata dan harga terhadap kepuasan pelanggan, dengan p values masing-masing 0.035 dan 0.041. Temuan ini memberikan wawasan bagi pengelola objek wisata dalam meningkatkan kepuasan pelanggan melalui perbaikan fasilitas, harga, dan kualitas layanan. KATA KUNCI: Kepuasan Pelanggan, Harga, Kualitas Pelayanan, Fasilitas Wisata, Perspektif Bisnis Islam. ABSTRACT 2 This study aims to analyze the effect of tourism facilities and prices on customer satisfaction with service quality as a moderating variable at the Gubak Hills tourist attraction. The method used is quantitative with a descriptive approach, involving tourists domiciled in Bandar Lampung City as the population. Data collection was carried out through questionnaires, research, and analyzed using Smart PLS. The results showed that tourism facilities and prices had a positive and significant effect on customer satisfaction, with coefficient values of 0.516 and 0.476 respectively and p-values <0.05. In addition, service quality proved significant in moderating the effect of tourism facilities and prices on customer satisfaction, with p-values of 0.035 and 0.041 respectively. These findings provide insight for tourism attraction managers in increasing customer satisfaction through improvements in facilities, prices, and service quality. Keywords: Customer Satisfaction, Price, Quality Service, Tourist Facilities, Islamic Business Perspective.

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