Pengaruh Kualitas Layanan, Fasilitas dan Lokasi Terhadap Keputusan Berkunjung Di Pemandian Air Panas Sidebuk-Debuk (Studi Pada Pemandian Air Panas Karona)

Abstract

Hot spring tourism has become one of the most popular natural attractions among the public. Pemandian Air Panas Karona in Sidebuk-debuk is one of the frequently visited destinations, yet the number of visitors is influenced by several factors, including service quality, facilities, and location. Issues related to suboptimal service quality, limited facility availability, and location accessibility remain challenges for managers in improving consumers’ visiting decisions. This study aims to determine and analyze the effect of service quality on visiting decisions, the effect of facilities on visiting decisions, the effect of location on visiting decisions, as well as the simultaneous influence of service quality, facilities, and location on visiting decisions at Pemandian Air Panas Karona in Sidebuk-debuk. The research employed a quantitative approach with an associative method. Data were collected through questionnaires distributed to 100 respondents who were visitors of Karona Hot Spring. The data analysis techniques used include validity test, reliability test, multiple linear regression analysis, t-test, F-test, and coefficient of determination, processed using SPSS software. The results of the study show that the variables of service quality, facilities, and location have a positive and significant effect on visiting decisions, both partially and simultaneously. Partially, facilities have the most dominant influence compared to the variables of service quality (X1) and location (X3). Simultaneously, the Adjusted R Square value of 0.530, or the coefficient of determination, indicates that the variables of service quality (X1), facilities (X2), and location (X3) influence visiting decisions (Y) by 53%, while the remaining 47% is influenced by other factors outside this research model. Therefore, it can be concluded that the three independent variables make a substantial contribution to visiting decisions.