PENGARUH KUALITAS PELAYANAN TERHADAP LOYALITAS DESTINASI MELALUI MEDIASI CITRA DESTINASI, KEPUASAN DAN KEPERCAYAAN PENGUNJUNG (Studi Kasus Di Taman Mini Indonesia Indah Jakarta)

Abstract

This study aims to determine the effect of service quality on destination loyalty through the role of destination image mediation, satisfaction and trust of visitors of TMII. The research was conducted through direct survey to visitors at TMII. Data collection was done by convenience sampling method, with the number of questionnaires that was declared feasible was 382 questionnaires. Try Out instruments was conducted for 20 visitors using Cronbach Alpha method. The statements submitted to the questionnaire are all reliably based on the Alpha-Cronbach value> 0.70. The validity and reliability of item statements in the research was done by Confirmatory Factor Analysis (CFA) method, where factor loading every statement was> 0.45. The Critical Ratio of each CFA result of each construct is> 0.7, so statements on the instrument meet the validity and reliability requirements.

By using path analysis method, the research result shows that service quality has a positive direct effect to destination image, customer satisfaction and trust. Quality of service has an indirect effect on destination loyalty mediated by visitor's satisfaction and trust. Destination imagery has no direct effect on destination loyalty. The image of the destination has an indirect influence on destination loyalty mediated by visitor satisfaction and trust. Visitor satisfaction has a direct and indirect influence on destination loyalty through trust and trust has a direct influence on destination loyalty. This study implies that TMII managers pay attention to improving service quality because it has an indirect influence on destination loyalty