ANALISIS LOYALITAS WISATAWAN DALAM PARIWISATA KREATIF DI KOTA BATU
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Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh kualitas pengalaman dan kepuasan terhadap loyalitas dalam pariwisata kreatif di Batu. Populasi dalam penelitian ini adalah wisatawan yang berkunjung di wisata kreatif di Batu dan sekitarnya. Objek penelitian ini adalah Jatim Park II, Jatim Park III, Batu Night Square, Eco Green Park . Sampel penelitian sebanyak 205 responden merupakan wisatawan domestik yang mengunjungi objek wisata tersebut. Data hasil penelitian selanjutnya dianalisis dengan Structural Equation Model (AMOS v.23). Berdasarkan hasil penelitian diketahui bahwa kualitas pengalaman berpengaruh positif terhadap loyalitas. Kualitas pengalaman berpengaruh positif terhadap loyalitas dan kepuasan berpengaruh positif terhadap loyalitas. Studi ini mengungkapkan bahwa kualitas pengalaman adalah faktor penting yang akan membentuk suatu loyalitas.
Kata kunci : kualitas pengalaman, kepuasan, loyalitas, pariwisata kreatif.
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