Donuisang, Desentrina Natalya (2023) Pengaruh Harga Tiket, Citra Destinasi Dan Kualitas Pelayanan Terhadap Minat Berkunjung Kembali Wisatawan Di Taman Wisata Candi Borobudur, Kabupaten Magelang. Diploma thesis, Program Diploma Kepariwisataan Universitas Merdeka Malang.

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Abstract

Pembangunan di sektor pariwisata pun sedang digalakkan oleh beberapa pihak seperti pemerintah, swasta, dan masyarakat yang saling terintegrasi karena beberapa daerah di Indonesia mengandalkan sektor ini untuk menambah
pemasukan APBD berupa pajak dan lain-lain serta menjadi pemicu perekonomian kreatif bagi masyarakat sekitar objek pariwisata. Provinsi Jawa Tengah menjadi salah satu Provinsi yang memiliki banyak destinasi wisata. Salah satu destinasi
wisata budaya favorit yaitu Taman Wisata Candi Borobudur. Penelitian ini bertujuan untuk meneliti pengaruh harga tiket, citra dstinasi, dan kualitas pelayanan terhadap minat berkunjung kembali wisatawan di Taman Wisata Candi Borobudur. Teknik pengambilan sampel menggunakan cara purposive sampling dengan cara peneyebaran link kuesioner dalam bentuk google form kepada 100 responden yang pernah berkunjung. Untuk penentuan skor jawaban pada
kuesioner menggunakan skala likert yang akan diuji validitas, reabilitas, uji asumsi klasik, analisis linear berganda, dan uji hipotesis dihitung dengan menggunakan perangkat lunak SPSS. Berdasarkan hasil olah perangkat lunak SPSS didapatkan hasil bahwa harga tiket tidak berpengaruh positif terhadap minat berkunjung kembali wisatawan, citra destinasi berpengaruh positif terhadap minat berkunjung kembali wisatawan, dan kualitas pelayanan berpengaruh positif serta dominan terhadap minat berkunjung kembali wisatawan.

Development in the tourism sector is also being promoted by several parties such as the government, the private sector, and the community which are mutually integrated because several regions in Indonesia rely on this sector to increase APBD income in the form of taxes and others and trigger a creative economy for the community around the tourism object. Central Java Province is one of the provinces that has many tourist destinations. One of the favorite cultural tourist
destinations is Borobudur Temple Tourism Park. This study aims to examine the effect of ticket prices, destination image, and service quality on tourist interest in visiting Borobudur Temple Tourism Park. The sampling technique used purposive sampling by distributing a questionnaire link in the form of a google form to 100 respondents who had visited. To determine the answer score on the questionnaire
using a Likert scale which will be tested for validity, reliability, classical assumption test, multiple linear analysis, and hypothesis testing calculated using SPSS software. Based on the results of SPSS software processing, the results show that ticket prices do not have a positive effect on interest in visiting tourists again, destination image has a positive effect on interest in visiting tourists again, and service quality has a positive and dominant effect on interest in visiting tourists
again.

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