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185 Pengaruh Promosi Wisata Dan Kualitas Pelayanan

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185 Pengaruh Promosi Wisata Dan Kualitas Pelayanan PENGARUH PROMOSI WISATA DAN KUALITAS PELAYANAN TERHADAP KEPUASAN WISATAWAN PADA OBJEK WISATA ISTANA MAIMUN MEDAN Oleh: Teuku Azliansyah 1), Rita Margaretha 2) Dearlina Sinaga 3) Universitas Darma Agung, Medan 1,2,3) E-mail: [email protected] 1) [email protected] 2) [email protected] 3) ABSTRACT Tourist satisfaction can be influenced by various factors, including factors providing information about attractions or tourism promotion, as well as service factors on attractions. This study aims to determine the effect of tourism promotion and service quality partially and simultaneously on tourist satisfaction in Medan Maimun Palace tourist attraction. The population of this research is tourists visiting Medan Maimun Palace in 2018 during May to July as many as 46,331 tourists. To determine the number of samples used the Slovin formula, obtained as many as 100 people. Data collection techniques in this research were questionnaire, interview and documentation study while the data analysis technique used is the classic assumption test, multiple regression, t test, F test and the coefficient of determination. The results showed that the variable of tourism promotion partially had a positive and significant effect on tourist satisfaction on the attractions of the Maimun Palace. The better the promotion of tourism, the satisfaction of tourists will be higher. The service quality variable partially has a positive and significant effect on tourist satisfaction on Maimun Palace tourist attraction. The higher the quality of service, then tourists will also feel more satisfied. The variable of tourism promotion and service quality simultaneously has a significant effect on tourist satisfaction on the attractions of Maimun Palace. The coefficient of determination shows that 86.10% of the variations in tourist satisfaction can be explained by tourism promotion and service quality simultaneously, while the remaining 13.90% is explained by other factors, such as ticket prices and the location of attractions in the Maimun Palace. Keywords: Service Quality, Tourism Promotion, Tourist Satisfaction ABSTRAK Kepuasan wisatawan dapat dipengaruhi oleh berbagai faktor antara lain, yaitu faktor penyediaan informasi mengenai objek wisata atau promosi wisata, serta faktor pelayanan pada objek wisata. Penelitian ini mempunyai tujuan untuk mengetahui pengaruh promosi wisata dan kualitas pelayanan secara parsial dan simultan terhadap kepuasan wisatawan pada objek wisata Istana Maimun Medan. Populasi penelitian ini wisatawan yang berkunjung ke Istana Maimun Medan pada tahun 2018 selama bulan Mei sampai Juli sebanyak 46.331 wisatawan. Untuk penentuan jumlah sampel digunakan rumus Slovin, diperoleh sebanyak 100 orang. Teknik pengumpulan data dalam penelitian ini adalah kuesioner, wawancara dan studi dokumentasi. Sedangkan teknik analisis data yang digunakan adalah uji asumsi klasik, regresi berganda, uji t, uji F dan koefisien determinasi. Hasil penelitian menunjukkan bahwa variabel promosi wisata secara parsial berpengaruh positif dan sifnifikan terhadap kepuasan wisatawan pada objek wisata Istana Maimun. Semakin baik promosi wisata maka kepuasan wisatawan juga semakin tinggi. Variabel kualitas pelayanan secara parsial berpengaruh positif dan sifnifikan terhadap kepuasan wisatawan pada objek wisata Istana Maimun. Semakin tinggi kualitas pelayanan, maka wisatawan juga akan merasa semakin puas. Variabel promosi wisata dan kualitas pelayanan secara serempak berpengaruh sifnifikan terhadap kepuasan wisatawan pada objek wisata Istana Maimun. Koefisien determinasi menunjukkan bahwa sebesar 86,10 % dari variasi kepuasan JURNAL PROINTEGRITA, Volume 4, Nomor 1, April 2020 ; 185-200 185 wisatawan dapat dijelaskan oleh promosi wisata dan kualitas pelayanan secara serempak, sedangkan sisanya 13,90 % lagi dijelaskan oleh faktor lain, yaitu seperti harga tiket dan lokasi objek wisata Istana Maimun. Kata Kunci: Kualitas Pelayanan, Promosi Wisata, Kepuasan Wisatawan 1. PENDAHULUAN Kepuasan wisatawan dapat Sektor pariwisata merupakan dipengaruhi oleh berbagai faktor antara industri terbesar dan terkuat dalam lain, yaitu faktor penyediaan informasi pembiayaan ekonomi global, serta terbukti mengenai objek wisata atau promosi wisata, kebal dari krisis global. Presiden Joko serta faktor pelayanan pada objek wisata. Widodo (Jokowi) telah menetapkan Promosi wisata, yaitu suatu kegiatan untuk pariwisata sebagai sektor unggulan menyampaikan informasi mengenai objek- pembangunan nasional, sehingga objek wisata yang terdapat di suatu daerah. pariwisata di Indonesia mulai menunjukkan Promosi yang tepat dan gencar akan awal perkembangannya setelah cukup lama membantu wisatawan untuk mengetahui tidak mendapat perhatian yang serius dari hal-hal apa saja yang dapat dinikmatinya pemerintah (https://ekbis.sindonews.com › pada suatu daerah, sehingga dapat membuat ekonomi bisnis › Sektor Riil). pilihan mengenai tujuan wisata yang paling Fenomena pariwisata sebagai sesuai dengan dirinya. Artinya, promosi sebagai salah satu sektor unggulan sangat wisata membantu wisatawan untuk mengesankan, terutama karena membangun harapan kepuasan, sebelum kontribusinya dalam PDRB (Produk benar-benar melakukan kunjungan terhadap Domestik Regional Bruto) cukup tinggi. objek wisata yang dipromosikan. Sektor pariwisata merupakan sumber Faktor lain yang turut ekonomi yang cepat mendatangkan devisa mempengaruhi kepuasan wisatawan adalah bagi negara atau daerah tujuan wisata. kualitas pelayanan. Wisatawan adalah tamu Sektor pariwisata juga bersentuhan yang harus dilayani sesuai dengan langsung dengan masyarakat dengan kebutuhannya. Kualitas pelayanan tingkat ekonomi yang paling bawah, merupakan upaya pemenuhan kebutuhan sehingga dapat meningkatkan pendapatan dan keinginan wisatawan untuk masyarakat khususnya masyarakat di mengimbangi harapannya sebagai daerah wisata. pelanggan pariwisata. Terdapat banyak Salah satu pokok perhatian dalam kebutuhan wisatawan yang berkunjung ke pengembangan sektor pariwisata adalah suatu objek wisata, seperti kebutuhan kepuasan wisatawan, yaitu perasaan terhadap pemandu wisata serta kebutuhan senang atau kecewa setelah akomodasi sebagai faktor pendukung. membandingkan antara kesan dengan Ketersediaan berbagai kebutuhan tersebut harapan sebelumnya. Wisatawan harus dalam kondisi yang sesuai dengan harapan dipandang sebagai pelanggan yang tentu akan meningkatkan kepuasan berupaya memenuhi kebutuhan tambahan tersendiri bagi wisatawan yang berkunjung. dengan cara menikmati objek-objek wisata Salah satu objek wisata yang cukup yang umumnya telah tersedia, seperti objek diminati wisatawan di Kota Medan adalah wisata alam, wisata sejarah, atau situs-situs Istana Maimun. Istana Maimun merupakan lainnya yang banyak tersebar di berbagai peninggalan Kerajaan Deli yang didirikan daerah. Wisatawan akan berupaya mencari oleh Sultan Maimun Al Rasyid Perkasa kepuasan terhadap dirinya sendiri Alamsyah keturunan raja ke-9 Kesultanan mengenai apa yang dapat dilihat sebagai Deli. Di dalam istana tersebut terdapat objek wisata serta bagaimana industri- peninggalan-peninggalan Kerajaan Deli industri yang tumbuh di daerah pariwisata serta singgasana rajanya sebagai dapat memberikan kepuasan atas segala peninggalan bersejarah sehingga cukup kebutuhannya di daerah tersebut, seperti mampu menarik minat wisatawan untuk kebutuhan akomodasi dan transportasi berkunjung. yang memadai. PENGARUH PROMOSI WISATA DAN KUALITAS PELAYANAN TERHADAP KEPUASAN 186 WISATAWAN PADA OBJEK WISATA ISTANA MAIMUN MEDAN Teuku Azliansyah 1), Rita Margaretha 2) dan Dearlina Sinaga 3) 2. TINJAUAN PUSTAKA kualitas layanan berada di atas, di bawah Kepuasan tidak akan pernah atau dalam zone toleransi. Dengan berhenti pada satu titik, bergerak dinamis demikian kualitas layanan secara positif mengikuti tingkat kualitas produk dan berhubungan dengan behavioral intentions layanannya dengan harapan-harapan yang yang menyenangkan (favorable) dan berkembang di benak konsumen. Harapan negatif terhadap kualitas yang tidak pembeli dipengaruhi oleh pengalaman menyenangkan (unfavorable). Di samping pembelian mereka sebelumnya, nasehat itu pengalaman memperoleh masalah dalam teman dan kolega, serta janji dan informasi pelayanan akan mempengaruhi persepsi pemasar dan pesaingnya. Crosby and keseluruhan konsumen terhadap kualitas Stephens dalam Kusmayadi (2013:69) layanan, yang selanjutnya akan mengemukakan “Konseptual dari kepuasan berpengaruh terhadap behavioral intentions konsumen terhadap jasa (service) terdiri yang ditunjukkan oleh konsumen. atas tiga hal penting, termasuk kepuasan Promosi Wisata terhadap : (1) hubungan pribadi; (2) servis, Promosi yang merupakan kegiatan and (3) organisasi”. pemasaran adalah untuk memberitahukan Kotler (2013:198) menyatakan kepada konsumen akan tersedianya barang bahwa “Kepuasan pelanggan adalah tingkat serta meyakinkan konsumen agar membeli perasaan seseorang setelah ia barang dan jasa yang ditawarkan. Adanya membandingkan antara kinerja yang pemberitahuan tersebut diharapkan dirasakan dibandingkan dengan timbulnya suatu keyakinan terhadap adanya harapannya”. Ada dua level harapan pertukaran di dalam pemasaran. Pertukaran konsumen terhadap kualitas layanan, yaitu : inilah yang diharapkan para pemasar, level layanan yang diinginkan (desired sehingga perlu diadakan promosi terhadap service) dan level layanan memadai barang-barang yang dipasarkan. (adequate service). Desired service Pertukaran akan terjadi karena merupakan level harapan yang diharapkan adanya permintaan dan penawaran, konsumen untuk
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