PENGARUH PERSEPSI DAN PREFERENSI WISATAWAN TERHADAP PENINGKATAN KEPUASAN WISATAWAN PANTAI JIKOMALAMO KOTA TERNATE

Ilva, Almellita (2025) PENGARUH PERSEPSI DAN PREFERENSI WISATAWAN TERHADAP PENINGKATAN KEPUASAN WISATAWAN PANTAI JIKOMALAMO KOTA TERNATE. Bachelor thesis, Sekolah Tinggi Pariwisata Ambarrukmo Yogyakarta.

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Abstract

This study aims to examine the influence of tourists' perceptions and preferences on visitor satisfaction at Jikomalamo Beach, Ternate City. A quantitative approach was employed, utilizing multiple linear regression analysis. The results revealed a significant influence between the variable of tourist perception and tourist satisfaction, with a correlation coefficient of 0.735. Furthermore, the study found that tourist preference had a stronger impact on satisfaction, with a correlation coefficient of 0.809. The obtained significance value (p-value) was 0.000, indicating that the influence of both variables on tourist satisfaction is statistically significant. The R-squared value of 0.662 indicates that 66.2% of the variation in tourist satisfaction can be explained by the perception and preference variables. These findings highlight the importance of both variables in enhancing tourist satisfaction, with tourist preference being the more dominant factor. The implications of this study provide guidance for tourism destination managers to develop strategies aimed at improving visitor satisfaction by enhancing aspects of tourists' preferences and perceptions.

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