The Effect of Price, Promotion, and Product Quality on Tourist Satisfaction in Equestrian Activities at Mount Bromo Tourism, East Java

Muhammad Rifki Darmawan, Prof. Ir. Budi Guntoro, S.Pt., M.Sc., Ph.D., IPU. ASEAN Eng. ; Dr. Siti Andarwati, Ir., S.Pt., MP., IPM. ASEAN Eng.

2022 | Skripsi | S1 ILMU DAN INDUSTRI PETERNAKAN

INTISARI Penelitian ini bertujuan untuk mengetahui pengaruh variabel harga, promosi, dan kualitas produk terhadap kepuasan wisatawan. Pengambilan sampel dilakukan dengan melakukan kegiatan wawancara kepada para penyedia jasa berkuda dan menyebarkan kuesioner secara online kepada wisatawan pengguna jasa berkuda. Data penelitian ini dikumpulkan dari 40 responden wisatawan yang menggunakan layanan produk wisata berkuda. Pengambilan sampel dalam penelitian ini menggunakan teknik non probability, dan menggunakan metode convience sampling. Analisis yang digunakan dalam penelitian ini meliputi uji validitas, uji reliabilitas, dan analisis regresi linier berganda, dan pengujian hipotesis yang meliputi uji F dan koefisien determinasi (R2). Hasil analisis menunjukkan bahwa variabel harga, promosi, dan kualitas produk secara simultan berpengaruh signifikan (P<0,05) terhadap kepuasan wisatawan berkuda dengan R2= 0,261, yang berarti bahwa 26,1% variabel kepuasan wisatawan dipengaruhi oleh variabel harga, promosi, dan kualitas produk sedangkan 73,9% dipegaruhi oleh variabel lain yang tidak masuk dalam model penelitian ini. Berdasarkan hasil penelitian dan pembahasan, maka dapat ditarik kesimpulan bahwa harga, promosi, dan kualitas produk berpengaruh secara simultan terhadap kepuasan wisatawan berkuda di Gunung Bromo.

ABSTRACT The purposes of this research are to find out the influence of price variables, promotions, and product quality on traveler satisfaction. The research data was collected by interviewing the horse owner which are the provider of horse riding service also by ashing the tourist which are the users of the horse riding service to fullfill the online customer satisfaction form. This research data was collected from 40 tourist respondents who used equestrian travel product services. Sampling in this study used non probability techniques, and used convience sampling methods. The analysis used in this study includes validity tests, reliability tests, multiple linear regression analysis, and hypothesis testing which includes the f test and coefficient of determination (R2). The results of the analysis showed that price, promotion, and product quality variables simultaneously had a significant effect (P<0.05) on traveler horse riding satisfaction with R2= 0.261, meaning that 26.1% of traveler satisfaction variables were affected by price, promotion, and product quality variables while 73.9% were influenced by other variables not included in the study model. Based on the results of research and discussion, it was found concluded that price, promotion, and product quality simultaneously affect the satisfaction of equestrian tourists at Mount Bromo.

Kata Kunci : Keywords: price, product quality, promotion, visitor satisfaction.