Analisis Kualitas Produk dan Kualitas Pelayanan terhadap Minat Berkunjung Ulang melalui Kepuasan Konsumen sebagai Variabel Intervening pada Agrowisata Jeruk Petik Sendiri di Kabupaten Karo

Abstract

The quality of own-picked orange agrotourism products does not yet have good quality in terms of the texture of the orange fruit, the size of the orange fruit, and the taste of the orange fruit. Apart from that, the quality of service provided is not fully optimal, the agrotourism environment is not clean, the employees who work do not have special uniform attributes, the limited number of employees in agrotourism, so this will have an impact on the level of satisfaction of consumers. If consumers who visit the own-picked orange agrotourism are satisfied with the product quality and service quality of the own-picked orange agrotourism, of course they will have an interest in visiting the own-picked orange agrotourism again. The analysis method used is path analysis using Smart PLS software version 3.0. The data used in this research are primary and secondary. The sample in this research was 90 visitors or consumers of own-picked orange agrotourism. The research results show that the variables product quality (X1) and service quality (X2) have a positive and significant effect on consumer satisfaction (Z). The variables product quality (X1) and service quality (X2) have a positive and significant effect on intention to revisit (Y). The consumer satisfaction variable (Z) has a positive and significant effect on intention to revisit (Y). The product quality variable (X1) has a positive and significant effect on intention to revisit (Y) through consumer satisfaction (Z). The service quality variable (X2) has a positive and significant effect on intention to revisit (Y) through consumer satisfaction (Z).