PENGARUH SERVICE QUALITY, OBJECT DEVELOPMENT, DAN SERVICE EXCELLENT TERHADAP VISITOR SATISFACTION PARIWISATA PANTAI DALAM PERSPEKTIF BISNIS ISLAM (Studi Pada Pengunjung Pantai Rio By The Beach di Kabupaten Lampung Selatan)

Dwi, Atikah (2025) PENGARUH SERVICE QUALITY, OBJECT DEVELOPMENT, DAN SERVICE EXCELLENT TERHADAP VISITOR SATISFACTION PARIWISATA PANTAI DALAM PERSPEKTIF BISNIS ISLAM (Studi Pada Pengunjung Pantai Rio By The Beach di Kabupaten Lampung Selatan). Diploma thesis, UIN Raden Intan Lampung.

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Abstract

ABSTRAK Di dalam penelitian ini terdapat beberapa permasalahan terkait Service Quality di duga terdapat dua pengunjung tersengat listrik saat hendak menyanyi. Hal ini terjadi akibat kabel ground yang terlepas dan terpasang tidak sempurna. Selain itu untuk Object Development seperti fasilitas toilet yang tersedia kurang bersih dan air bilas yang disediakan tidak memadai, serta akses menuju pantai yang cukup jauh dari jalan utama. Sedangkan terkait Service Excellent pada kenyataannya yang sering terjadi dilapangan sering dijumpai karyawan tidak bersikap seperti seharusnya. Bahkan sering ditemukan staf yang tidak ramah, lalai, dan jarang tersenyum kepada pengunjung. Metode yang digunakan metode penelitian kuantitatif, dengan menggunakan data kuesioner. Metode analisis data yang digunakan adalah model regresi linear berganda. Teknik pengambilan sampel menggunakan teknik accidental sampling dan pengujian data menggunakan uji validitas, uji reliabiltas, uji asumsi klasik dengan tingkat signifikasi 5%, uji normalitas, uji multikolinearitas, uji heteroskedastisitas, uji regresi linear berganda, uji t, uji f, dan uji koefisien determinasi. Hasil analisis penelitian didapatkan bahwa Service Quality tidak berpengaruh, hal ini terlihat oleh Uji(t) diperoleh nilai thitung 774 < 1,984 dan taraf signifikansi sebesar 0,441>0,05. Variabel Object Development berpengaruh, hal ini ditunjukkan hasil Uji (t) diperoleh nilai 2,508 >1,984 dan nilai signifikansi sebesar 0,014 < 0,05. Variabel Service Excellent berpengaruh, hal ini ditunjukkan hasil Uji(t) diperoleh nilai t hitung 2, 918>1,984 dan nilai signifikansi sebesar 0,004 <0,05. Berdasarkan hasil uji simultan (Uji F) menunjukan nilai signifikansi 0,000 <0,05. Hasil dari penelitian ini Service Quality secara parsial tidak berpengaruh terhadap Visitor Satisfaction pariwisata pantai Rio by the beach, Object Development dan Service Excellent secara parsial berpengaruh positif dan signifikan terhadap visitor satisfaction pariwisata pantai Rio by the beach. Secara simultan Service Quality, Object Development dan Service Excellent berpengaruh terhadap Visitor Satisfaction pariwisata pantai Rio by the beach.Kata Kunci : Service Quality, Object Development, Service Excellent dan Visitor Satisfaction. ABSTRACT In this study, there are several problems related to Service Quality in the suspected that two visitors were electrocuted when they were about to sing. This happens due to a loose and imperfectly installed ground cable. In addition, for Object Development, such as the toilet facilities available, are not clean and the rinse water provided is inadequate, as well as access to the beach which is quite far from the main road. Meanwhile, related to Service Excellent, in fact, what often happens in the field is often found that employees do not behave as they should. In fact, it is often found that the staff are not friendly, negligent, and rarely smile at visitors. The method used is a quantitative research method, using questionnaire data. The data analysis method used is a multiple linear regression model. The sampling technique used accidental sampling techniques and data testing using validity tests, reliability tests, classical assumption tests with a significance level of 5%, normality tests, multicollinearity tests, heteroscedasticity tests, multiple linear regression tests, t tests, f tests, and determination coefficient tests. The results of the research analysis were found that Service Quality had no effect, this was seen by Test (t) obtained a t-value of 774 < 1.984 and a significance level of 0.441 > 0.05. The Object Development variable has an effect, this is shown by Test (t) obtained a value of 2.508 > 1.984 and a significance value of 0.014 < 0.05. The Service Excellent variable has an effect, this is shown by Test (t) obtained a t-value of 2,918 > 1.984 and a significance value of 0.004 < 0.05. Based on the results of the simultaneous test (Test F), it showed a significance value of 0.000 < 0.05. The results of this study Service Quality partially have no effect on Visitor Satisfaction of Rio by the beach tourism, Object Development and Service Excellent partially have a positive and significant effect on visitor satisfaction of Rio by the beach tourism. Simultaneously, Service Quality, Object Development and Service Excellence affect the Visitor Satisfaction of Rio by the beach tourism. Keywords: Service Quality, Object Development, Service Excellent and Visitor Satisfaction.

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