Pengaruh Value Co Creation dan Destination Image terhadap Kepuasan Wisatawan Muda dengan Memorable Tourist Experience sebagai Variabel Intervering pada Destinasi Halal di Pulau Lombok
Authors: Hidayati Vina Ayu , Handayani Baiq , Saufi Akhmad 
Published: February 2023

Dalam konteks pemasaran destinasi, kepuasan wisatawan merupakan tujuan dari setiap layanan yang diberikan. Meningkatkan kepuasan merupakan faktor yang penting dalam mengembangkan suatu sistem layanan yang disediakan. Jenis penelitian ini adalah penelitian asosiatif. Populasi dalam penelitian ini adalah seluruh wisatawan muda di Pulau Lombok. Teknik pengambilan sampel yang digunakan adalah non probability sampling dengan pendekatan purposive sampling. Sampel dalam penelitian ini berjumlah 100 sampel. Instrumen yang digunakan dalam penelitian yaitu angket. Data dianalisis dengan menggunakan Sructural Equation Modeling dengan bantuan program Partial Least Square (PLS). Hasil penelitian menyimpulkan bahwa dari 5 hubungan antar variabel yang diajukan 4 hubungan antar variabel lainnya signifikan yaitu value co creation terhadap kepuasan wisatawan, destination image terhadap kepuasan wisatawan, destination image terhadap memorable tourist experience, dan memorable tourist experience terhadap kepuasan wisatawan, sedangkan 1 hubungan antar variabel lainnya tidak signifikan yaitu Value co creation terhadap memorable tourist experience. Sedangkan Memorable Tourist Experience memediasi hubungan antara value co creation terhadap kepuasan wisatawan muda di Pulau Lombok Ditolak dengan nilai p value 0,126 dan nilai t statistic sebesar 1,532, dengan jenis mediasi Partial Mediation. Untuk variabel Memorable Tourist Experience memediasi hubungan antara destination image terhadap kepuasan wisatawan muda di Pulau Lombok Diterima dengan nilai p value 0,037 dan nilai t statistic sebesar 2,088, dengan jenis mediasi Partial Mediation.
The Influence of Value Co Creation and Destination Image on Young Tourist Satisfaction with Memorable Tourist Experience as Intervering Variables in Halal Destinations on Lombok Island
Abstract
In the context of destination marketing, tourist satisfaction is the goal of every service provided. Increasing satisfaction is an important factor in developing a service system provided. This type of research is associative research. The population in this study were all young tourists on Lombok Island. The sampling technique used is non-probability sampling with a purposive sampling approach. The sample in this study amounted to 100 samples. The instrument used in this research is a questionnaire. Data were analyzed using Structural Equation Modeling with the help of the Partial Least Square (PLS) program. The results of the study concluded that of the 5 proposed relationships between variables, 4 relationships between other variables were significant, namely value co-creation on tourist satisfaction, destination image on tourist satisfaction, destination image on memorable tourist experience, and memorable tourist experience on tourist satisfaction, while 1 relationship between other variables are not significant, namely Value co-creation on memorable tourist experience. Meanwhile, Memorable Tourist Experience mediates the relationship between value co-creation and satisfaction of young tourists on Lombok Island. Rejected with a p value of 0.126 and a statistical t value of 1.532, with the type of mediation Partial Mediation. For the Memorable Tourist Experience variable, it mediates the relationship between destination image and young tourist satisfaction on Lombok Island. Accepted with a p value of 0.037 and a t statistic value of 2.088, with the type of mediation Partial Mediation.