PENGARUH KUALITAS PELAYANAN TERHAI)AP KEPUASAN DAN NIAT BERPERILAKU LOYAL WISATAWAN MANCANEGARA

Abstract

This research proposes to confirm the effects of service quality on guests satis­faction and behavioral intention loyalty. The data were collected by applying purposive sampling method, which was applied to 200 international tourists stay­ing at a number of five-star hotels in Badung regency. The variables in this study are service quality as an exogenous variable, guests satisfaction as an interven­ing variable, and behavioral intention as an endogenous variable. The respond­ents perception is indicated in Likert scale of 5, in which 1 strongly disagrees and 5 strongly agrees with the statements. The data were then analyzed using Struc­tural Equation Modeling (SEM). The questionnaire consisting of 30 questions were tried out for its validity using alpha Pearson Correlation and reliability using Cronbach s alpha. Then, the statistical analysis of Structural Equation Modeling showed that direct effect of service quality to guests' satisfaction was significant ( 7 %), direct effect of guests' satisfaction to behavioral intention loyalty was significant (55.4 %), direct effect of service quality to behavioral intention loyalty was insignificant (19. 1 %), and indirect effect of service quality to behavioral in­tention loyalty through guests satisfaction was significant ( 48 %).