PENGARUH TOURISM PRODUCT ATTRIBUTES TERHADAP TOURIST SATISFACTION (Survey terhadap wisatawan yang berkunjung ke Desa wisata Kertayasa Kabupaten Pangandaran) - Audinna Sri Ningtias, - (2022)
ABSTRAK Audinna Sri Ningtias, 1800957, "Pengaruh Tourism Product Attributes terhadap Tourist Satisfaction" (Survey terhadap wisatawan yang berkunjung ke Desa Wisata Kertayasa Kabupaten Pangandaran) di bawah bimbingan Bagja Waluya, S.Pd., M.Pd dan Rijal Khaerani, S.Si., M.Stat. Faktor kepuasan sangat menentukan keberhasilan dalam bisnis pariwisata. Masalah yang dihadapi oleh Desa wisata Kertayasa Kabupaten Pangandaran adalah ketidakpuasan wisatawan. Karena itu, untuk meningkatkan kepuasan wisatawan dilakukan melalui strategi tourism product attributes. Penelitian ini bertujuan untuk mengetahui pengaruh tourism product attributes terhadap tourist satisfaction. Dalam penelitian ini, variabel bebas yang digunakan adalah tourism product attributes terdiri dari service, image, transportation, well-being, information/ communication dan attractions/experiences, serta variabel terikat yaitu tourist satisfaction. Jenis penelitian deskriptif dan verifikatif, menggunakan metode explanatory survey dengan pendekatan cross-sectional method. Teknik sampling menggunakan purposive sampling berjumlah 135 responden yang telah berkunjung ke Desa wisata Kertayasa Kabupaten Pangandaran. Teknik analisis data menggunakan analisis regresi linier berganda. Hasil penelitian menunjukan secara simultan dan parsial variabel tourism product attributes memberikan pengaruh signifikan terhadap tourist satisfaction. Faktor paling berpengaruh pada tourism product attributes adalah attractions/experiences, Desa Wisata Kertayasa Kabupaten Pangandaran memiliki beragam atraksi wisata yang menarik dan menawarkan aktivitas yang berkesan bagi wisatawan. Faktor terendah adalah transportation, khususnya bagi kondisi transportasi lokal perlu lebih memperhatikan keamanan dan keselamatan bagi wisatawan. Faktor terendah dalam tourist satisfaction adalah information/communication. Pihak pengelola perlu lebih gencar melakukan promosi melalui media sosial, memperhatikan kendala lemahnya signal telepon seluler, serta menambahkan informasi petunjuk jalan ke beberapa atraksi wisata di Desa Wisata Kertayasa Kabupaten Pangandaran. Kata kunci: Atribut produk wisata, kepuasan wisatawan, desa wisata, Desa wisata Kertayasa, Kabupaten Pangandaran ABSTRACT Audinna Sri Ningtias, 1800957, "The influence of Tourism Product Attributes on Tourist Satisfaction" (Survey of tourist who visited Kertayasa Tourism Village of Pangandaran Regency) under the guidance of Bagja Waluya, S.Pd., M.Pd and Rijal Khaerani, S.Si., M.Stat. The satisfaction is a crucial factor to success in the tourism business. The problem encountered by Kertayasa tourism village of Pangandaran regency is tourist dissatisfaction. Therefore, the strategy of tourism product attributes can help to increase tourist satisfaction. The purpose of this study is to determine the influence of tourism product attributes towards tourist satisfaction. In this study, the independent variable used is tourism product attributes consisting of service, image, transportation, well-being, information/communication and attractions/ experiences, and the dependent variable is tourist satisfaction. The type of research uses descriptive and verification, using an explanatory survey with a cross-sectional method approach. The data were analysed using multiple linear regression. Sampling technique used purposive sampling, 135 tourists who had visited the Kertayasa Tourism Village, Pangandaran Regency. The results of the research show that simultaneously and partially the tourism product attributes have a significant effect on tourist satisfaction. The most influential factor on tourism product attributes is attractions/experiences. Kertayasa Tourism Village of Pangandaran Regency has a variety of interesting tourist attractions and offers activities that provide memorable experiences for tourists. The lowest factor is transportation, especially for local transportation conditions, it's necessary to pay more attention to security and safety for tourists. The lowest factor in tourist satisfaction is information/communication. The manager needs to be more active in promoting through social media, paying attention the problem of weak signals, also adding information about directions to several tourist attractions in Kertayasa Tourism Village of Pangandaran Regency. Keywords: Tourism product attributes, tourist satisfaction, tourism village, Kertayasa tourism village, Pangandaran regency.