Analysis of Factors Influencing the Visitor Satisfaction on Pantai Cermin, Indonesia

Abstract

This study attempts to determine the effect of service quality, price and location on visitor satisfaction at Pantai Cermin Medan, Indonesia. Population was 893 visitor. Accindental sampling were used as a technique sampling with sample were 90 visitors. Questionnaire was employed in this study. The multiple linear regressions operated through SPSS version 19.0 for windows was used as data analysis technique. Data were tested using the normality, multicollinearity, and heteroscedasticity test. To investigate the contributing of Service Quality, Price and Location on Visitor Satisfaction were used the coefficients determinant (R2). The results showed that the variable service quality has a positive effect on visitor satisfaction at 2.026 with a significant level of 0.046, price variables has a positive effect of 2.768 on visitor satisfaction with a significant level of 0.07, the location variables has a positive effect for 7032 on visitor satisfaction with a significant level of 0.000. Service quality, price and location simultaneously have a positive effect on visitor satisfaction at 45.608 with a significant level of 0.000. Thus it can be concluded that the service quality, price and location have positive effect on visitor satisfaction at Pantai Cermin Medan, Indonesia.