Hutasoit, Maria Ditha (2026) Analisis Pengaruh Kualitas Layanan Terhadap Kepuasan Dan Loyalitas Pengunjung Ditha Homestay Menggunakan Metode Structural Equation Modeling (SEM). Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Sektor pariwisata Kawasan Danau Toba memiliki peran strategis sebagai motor penggerak ekonomi, tetapi unit usaha seperti Ditha Homestay Siborong-borong menghadapi tantangan padai Tingkat Penghunian Kamar (TPK) yang konsisten rendah di bawah 50% sepanjang tahun 2025. Kondisi tersebut mengindikasikan adanya kesenjangan antara ekspektasi pengunjung dengan realita kinerja pelayanan yang diberikan pihak manajemen. Tujuan dari penelitian ini adalah mendeskripsikan karakteristik pengunjung serta menganalisis pengaruh kualitas layanan terhadap kepuasan dan loyalitas pengunjung. Informasi yang digunakan dalam penelitian ini adalah data primer yang diperoleh melalui pemberian kuesioner kepada 178 responden. Pengambilan data dilakukan secara sistematis oleh resepsionis menggunakan teknik quota sampling pada jam operasional check in. Metode analisis statistika yang digunakan meliputi analisis statistika deskriptif rata-rata untuk mengevaluasi performa operasional serta Structural Equation Modeling Partial Least Squares (SEM-PLS) untuk memodelkan hubungan kompleks antarvariabel laten melalui pendekatan model bertingkat. Hasil penelitian melalui statistika deskriptif menunjukkan bahwa karakteristik pengunjung didominasi oleh pengunjung yang melalukan perjalanan dalam jangka pendek dengan durasi menginap singkat. Berdasarkan analisis SEM-PLS, ditemukan bahwa kualitas layanan tidak memiliki pengaruh langsung yang signifikan terhadap loyalitas pengunjung, dengan koefisien jalur hanya sebesar 0,159. Namun, kualitas layanan terbukti memiliki pengaruh tidak langsung yang sangat kuat dan signifikan terhadap loyalitas melalui mediasi sempurna dari variabel kepuasan pengunjung sebesar 0,667. Kesimpulan penelitian ini mempertegas bahwa kepuasan pengunjung merupakan jembatan dan koefisien dominan dalam membentuk loyalitas pengunjung di Ditha Homestay. Strategi untuk manajemen Ditha Homestay adalah keharusan untuk fokus pada perbaikan dimensi kepuasan emosional dan interaksi pelayanan, bukan sekadar mengandalkan fasilitas fisik modern untuk meningkatkan angka hunian kamar secara berkelanjutan.
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The tourism sector in the Lake Toba region plays a strategic role as an economic driver, however, business units such as Ditha Homestay Siborong-borong face challenges due to a consistently low Room Occupancy Rate (ROR), which remained below 50% throughout 2025. This condition indicates a gap between guest expectations and the actual service performance delivered by the management. This study aims to describe visitor characteristics and analyze the impact of service quality on guest satisfaction and loyalty. The data utilized in this research are primary data obtained by distributing questionnaires to 178 respondents. Data collection was carried out systematically by the receptionist using a quaota sampling approach during check-in operational hours. The statistical analysis methods employed include descriptive statistical analysis of weighted averages to evaluate operational performance, as well as Partial Least Squares Structural Equation Modeling (PLS-SEM) to model the complex relationships between latent variables through a higher-order construct approach. The descriptive statistical results indicate that the visitor characteristics are dominated by short-term travelers with brief lengths of stay. Based on the PLS-SEM analysis, it was found that service quality does not have a significant direct impact on guest loyalty, with a path coefficient of only 0.159. However, service quality is proven to have a very strong and significant indirect impact on loyalty through the perfect mediation of the guest satisfaction variable, with a coefficient of 0.667. The conclusion of this study reinforces that guest satisfaction serves as a crucial bridge and the dominant coefficient in shaping visitor loyalty at Ditha Homestay. Therefore, the strategy for Ditha Homestay management must focus on improving the dimensions of emotional satisfaction and service interaction, rather than merely relying on modern physical facilities to sustainably increase room occupancy rates.
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Kepuasan Pengujung, Kualitas Layanan, Loyalitas Pengunjung, SEM-PLS, Tingkat Penghunian Kamar (TPK), Guest Loyalty, Guest Satisfaction, Room Occupancy (ROR), PLS-SEM, Service Quality |
| Subjects: | Q Science Q Science > QA Mathematics > QA278.3 Structural equation modeling. |
| Divisions: | Faculty of Science and Data Analytics (SCIENTICS) > Statistics > 49201-(S1) Undergraduate Thesis |
| Depositing User: | Maria Ditha Hutasoit |
| Date Deposited: | 31 Jul 2026 01:33 |
| Last Modified: | 31 Jul 2026 01:33 |
| URI: | http://repository.its.ac.id/id/eprint/138528 |
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