CITRA BUDAYA, CITRA LINGKUNGAN, CITRA SOCIOECONOMI DAN PENGARUHNYA TERHADAP KEPUASAN WISATAWAN

Haryeni Haryeni; Nofri Yendra

doi:10.31869/me.v8i3.3810

CITRA BUDAYA, CITRA LINGKUNGAN, CITRA SOCIOECONOMI DAN PENGARUHNYA TERHADAP KEPUASAN WISATAWAN

Haryeni Haryeni, Nofri Yendra

Sari

Tujuan penelitian ini adalah untuk mengetahui pengaruh citra budaya, citra lingkungan dan citra sosioeconomi terhadap kepuasan wisatawan yang berkunjung pada daerah destinasi di Kota Padang. Populasi dalam penelitian ini adalah wisatawan yang berkunjung didaerah destinasi wisata Kota Padang. Pengambilan sampel dalam penelitian ini menggunakan teknik convenience sampling yaitu siapa saja wisatawan yang kebetulan bertemu peneliti, sedangkan setiap pengambilan sampel dilakukan secara acak. Jumlah sampel penelitian ini adalah sebanyak 150 responden. Teknik analisis data yang digunakan dalam pengujian hipotesis penelitian ini dengan pemanfaatan program Partial Least Square (PLS). Hasil studi menemukan bahwa citra budaya, citra lingkungan dan citra sosioeconomi berpengaruh signifikan terhadap kepuasan wisatawan yang berkunjung pada destinasi wisata di Kota Padang. Kepuasan wisatawan dipengaruhi oleh citra budaya, citra lingkungan dan citra sosioeconomi sebesar 63,5%. Semakin tinggi nilai R-square, maka semakin besar kemampuan variabel independen tersebut dapat menjelaskan variabel dependen sehingga semakin baik persaman struktural.
Kata Kunci: Citra Budaya, Citra Lingkungan, Citra Sosioeconomi, Kepuasan Wisatawan

Teks Lengkap:

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Referensi

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DOI: https://doi.org/10.31869/me.v8i3.3810