PENGARUH CITRA OBJEK WISATA UMBUL TLATAR BOYOLALI TERHADAP LOYALITAS PENGUNJUNG DENGAN KEPUASAN SEBAGAI VARIABEL MEDIASI
ABSTRACT: The objective of the
research is to empirically analyses: (1)
effect of destination
image to tourist
satisfaction, (2) effect
of destination image to tourist loyalty, (3) effect tourist satisfaction
to tourist loyalty, (4)
effect of destination
image to tourist
loyalty, through tourist satisfaction
as the mediating
variable. Population on this
research are all
of Umbul Tlatar
destination in Boyolali. The
samples of this
research consist of
100 tourist taken
with purposive sampling. Data collecting with questionnaire technique through
validity
and reliability test.
To test the
hypothesis, the researcher uses
the path analysis, meanwhile to process the data, the SPSS
Release 12 program
is used. The
result reveals that
(1) there is a
significance effect between
destination image to
tourist satisfaction showed p
value (0,000) <
0.05, thus supporting hypothesis 1;
(2) there is no significance
effect between destination image
to tourist loyalty showed p value (0.206) > 0.05, thus not supporting
hypothesis 2 ; (3) there is a significance effect between tourist
satisfaction to tourist
loyalty showed p
(0.000) < 0.05, thus
supporting hypothesis 3; (4) there
is a significance direct effect
of the destination
image in Umbul
Tlatar Boyolali to tourist loyalty,
through tourist satisfaction
as the mediating variable, showed coefficient of the
indirect effect (0.385) is greater than
that coefficient of
the direct effect
(0.125), thus supporting hypothesis 4.
Keywords: destination image,
tourist satisfaction, tourist loyalty
Penulis: Lamidi, Marjam Desma
Rahadhini
Kode Jurnal: jpmanajemendd130446
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