Anteseden Destination Loyalty Sarae Hills Kabupaten Bandung Barat
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Abstract
Penelitian ini bertujuan menguji pengaruh cognitive destination image dan service quality terhadap destination loyalty dengan destination attachment sebagai variabel mediasi di Sarae Hills. Responden berjumlah 122 responden dengan teknik purposive sampling. Pengumpulan data melalui metode cross-sectional dengan pendekatan survei. Data dianalisis menggunakan teknik partial-least-square-(PLS) dengan bantuan SmartPLS 3.0. Hasil penelitian menunjukkan bahwa cognitive destination image memengaruhi destination attachment dan destination loyalty. Namun, service quality ternyata tidak berpengaruh signifikan terhadap destination loyalty. Sedangkan destination attachment terbukti memediasi hubungan antara cognitive destination image terhadap destination loyalty. Studi ini memberikan wawasan baru mengenai penerapan teori S-O-R dan SET dalam konteks wisata alam buatan. Penelitian ini merekomendasikan pengelola Sarae Hills agar mengembangkan program pemasaran berbasis pengalaman yang secara strategis mendukung cognitive destination image.
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