ANALISIS PENGARUH KUALITAS LAYANAN TERHADAP KEPUASAN KONSUMEN KOTA SURAKARTA PADA AGROWISATA RUMAH ATSIRI INDONESIA, KARANGANYAR PADA SAAT NEW NORMAL

Abstract

This study aims to identify the effect of service quality on consumer satisfaction at Rumah Atsiri Indonesia. The basic methods in this research are descriptive and analytical methods. The location sampling method was carried out purposively and the sample was taken using purposive sampling method with a sample of 100 respondents. Data collection techniques by observation and recording with data collection tools, namely online questionnaires using google form. Data analysis method using Structural Equation Modeling (SEM) with Partial Least Square (PLS) application using SmartPLS 3.0 software. The results showed that tangble, assurance and empathy had a positive effect on customer satisfaction. Reliability and responsiveness have no effect on customer satisfaction at Rumah Atsiri Indonesia.

Keywords: agrotourism, consumer satisfaction, rumah atsiri indonesia, SEM PLS