Pengaruh Citra Destinasi dan Kualitas Pelayanan terhadap Minat Berkunjung Kembali Wisatawan di Pantai Randusanga Indah Brebes

Abstract

This study aims to evaluate the extent to which destination image and service quality influence tourists' intention to revisit Randusanga Indah Beach in Brebes, both partially and simultaneously. The background of this study is based on the phenomenon that the success of a tourist destination in attracting repeat visits is strongly influenced by tourists' positive perceptions of the destination image and the quality of services provided. A total of 156 respondents who had experienced visiting Randusanga Indah Beach were selected as research participants. Data collection was conducted online through the distribution of questionnaires using the Google Form platform. The collected data were then analyzed using SPSS software with stages including descriptive analysis to describe the respondents' profiles and their perceptions, instrument validity and reliability tests to ensure measurement accuracy, classical assumption tests to meet the prerequisites for regression analysis, and multiple linear regression tests to test the research hypotheses. The results of the study indicate that destination image has a positive and significant influence on tourists' intention to revisit. This indicates that the better the destination image formed in the minds of tourists, the higher their tendency to return. In addition, service quality has also been shown to have a positive and significant influence on intention to revisit, which means that friendly, fast, and satisfying service can increase tourist loyalty. Simultaneously, destination image and service quality have a positive and significant influence on tourists' revisit intentions. These findings emphasize the importance of tourism destination managers consistently building a positive image and improving service quality to maintain and increase visitation. This research is expected to provide practical contributions to the development of tourism marketing strategies and serve as a reference for future studies on tourist loyalty.