Rivaldo, Epifanius (2023) Pengaruh Brand Awareness Dan Kualitas Pelayanan Terhadap Kepuasan Pengunjung Di Kaliwatu Rafting Kota Batu. Diploma thesis, Program Diploma Kepariwisataan Universitas Merdeka Malang.

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Abstract

Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh brand awareness dan kualitas pelayanan terhadap kepuasan pengunjung di Kaliwatu Rafting baik secara parsial maupun simultan. Metode yang digunakan pada penelitian ini explaanatory research, penelitian ini merupakan penelitian kuntitatif dengan teknik pengumpulan data menggunakan kuesioner. Populasi dalam penelitian ini semua pengunjung di Kaliwatu Rafting. Sampel dalam penelitian ini sejumlah 100 responden. Teknik analisis data yang digunakan uji regresi linier berganda dan uji hipotesis. Hasil penelitian ini brand awareness tidak berpengaruh terhadap kepuasan pengunjung, kualitas pelayanan berpengaruh terhadap kepuasan pengunjung. Kualitas pelayanan bepengaruh dominan terhadap kepuasan pengunjung di Kaliwatu Rafting. Kesimpulan dari penelitian ini bahwa kepuasan pengunjung di Kaliwatu Rafting dipengaruhi oleh kualitas pelayanan yang di berikan oleh pengelola Kaliwatu Rafting

This research aims to determine and analyze the influence of brand awareness and service quality on visitor satisfaction at Kaliwatu Rafting, both partially and simultaneously. The method used in this research is explanatory research, and it is a quantitative study with data collection techniques using a questionnaire. The population in this study includes all visitors to Kaliwatu Rafting. The sample in this study consists of 100 respondents. The data analysis technique used is multiple linear regression and hypothesis testing. The results of this research indicate that there is no influence of the brand awareness variable on visitor satisfaction, while the service quality variable influences visitor satisfaction.
Service quality has a dominant influence on visitor satisfaction at Kaliwatu Rafting. The conclusion of this research is that visitor satisfaction at Kaliwatu Rafting is influenced by the quality of service provided by the management of Kaliwatu Rafting.

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