PENGARUH KUALITAS PELAYANAN DAN FASILITAS TERHADAP KEPUASAN PENGUNJUNG PADA AGROWISATA DESA KRUENG SIMPO

THE INFLUENCE OF SERVICE QUALITY AND FACILITIES ON VISITOR SATISFACTION AT THE KRUENG SIMPO VILLAGE AGROTOURISM SITE

Abstract

This study aims to analyze the influence of service quality and facilities on visitor satisfaction at the Krueng Simpo Village Agrotourism site in Bireuen Regency. A quantitative approach was employed, utilizing a survey method and data collection via questionnaires. The t-test results indicate that the Service Quality variable (X₁) has a positive and significant effect on Visitor Satisfaction (Y), with a significance value of 0.015 (< 0.05). The Facilities variable (X₂) also has a positive and significant effect on Visitor Satisfaction, with a significance value of 0.000 (< 0.05). Furthermore, the F-test results demonstrate that Service Quality and Facilities simultaneously exert a significant influence on Visitor Satisfaction, with a significance value of 0.000 (< 0.05). This implies that the better the service quality and facilities provided, the higher the level of visitor satisfaction. These findings indicate that factors such as friendly, prompt, and informative service, alongside adequate facilities—including cleanliness, comfort, and tourism support amenities—are key determinants in enhancing visitor satisfaction at the Krueng Simpo Village Agrotourism site.