Destination Image as a Mediator of the Influence of Service Quality on the Decision to Purchase Dolphin Tourism Services

Komang Endrawan Sumadi PUTRA; Made Putri  ARIASIH

doi:10.38142/ijesss.v5i6.1286

Authors

Komang Endrawan Sumadi PUTRA Ganesha University of Education, Indonesia
Made Putri ARIASIH Ganesha University of Education, Indonesia

DOI:

https://doi.org/10.38142/ijesss.v5i6.1286

Keywords:

Service quality, destination image, purchasing decisions, dolphin tourism

Abstract

This study examines the role of destination image in mediating the impact of service quality on tourists' purchasing decisions for Dolphin tour packages at Lovina Beach, North Bali. Fluctuations in tourist visits from 2019 to 2022 have affected the Dolphin Tour business, with poor service quality discouraging potential customers. This research employs a quantitative approach using purposive sampling, with 150 respondents who purchased Dolphin tour packages. Data collection was conducted through direct questionnaires, and analysis was performed using Structural Equation Modeling (SEM) with Partial Least Squares (PLS) via Smart PLS 3.0. The results indicate a significant direct and indirect effect of service quality on purchasing decisions through destination image. This suggests that improving service quality enhances the destination image, ultimately increasing tourist interest in purchasing Dolphin tour packages. The findings highlight the need for Dolphin tourism service providers to enhance service quality to attract more visitors and sustain the industry.

Downloads

Download data is not yet available.

References

Andreassen, T. W., & Lindestad, B. (1997). Customer Loyalty and Complex Services–The Impact of Corporate Image and Loyalty for Customers with Varying Degrees of Service Expertise. International Journal of Service Industry Management, 9(1). https://doi.org/10.1108/09564239810199923

Blain, C., Levy, S. E., & Ritchie, J. B. (2005). Destination branding: Insights and practices from destination management organizations. Journal of travel research, 43(4), 328-338. https://doi.org/10.1177/0047287505274646

Baloglu, S., & McCleary, K. W. (1999). A model of destination image formation. Annals of tourism research, 26(4), 868-897. https://doi.org/10.1016/S0160-7383(99)00030-4

Chin, W. W. (1998). The partial least squares approach to structural equation modeling. Modern methods for business research/Lawrence Erlbaum Associates.

Dewa, C. B. (2019). Pengaruh Kualitas Layanan Terhadap Citra Destinasi Desa Wisata Ketingan Dengan Electronic Word of Mouth Sebagai Variabel Pemediasi. Khasanah Ilmu-Jurnal Pariwisata Dan Budaya, 10(2), 141-148. https://doi.org/10.31294/khi.v10i2.6553

Dinas Pariwisata Kabupaten. (2023). Dinas Pariwisata Kabupaten Buleleng.

Echtner, C. M., & Ritchie, J. B. (1991). The meaning and measurement of the destination image. Journal of Tourism Studies, 2(2), 2-12.

Ghozali, I. (2011). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 19. Semarang: Badan Penerbit Universitas Diponogoro.

Gofur, A. (2019). Pengaruh kualitas pelayanan dan harga terhadap kepuasan pelanggan. Jurnal Riset Manajemen Dan Bisnis (JRMB) Fakultas Ekonomi UNIAT, 4(1), 37-44. https://doi.org/10.36226/jrmb.v4i1.240

Hung, H. Y., & Holland, J. B. (2012). Diallel analysis of resistance to Fusarium ear rot and fumonisin contamination in maize. Crop Science, 52(5), 2173-2181. https://doi.org/10.2135/cropsci2012.03.0154

Kotler P., Keller, K. L. (2019). Manajemen Pemasaran Jilid II. Jakarta: Erlangga.

Kotler P., Keller, K. L. (2016). Manajemen Pemasaran Jilid II. Jakarta: Erlangga.

Mohaidin, Z., Wei, K. T., & Murshid, M. A. (2017). Factors influencing the tourists’ intention to select sustainable tourism destination: a case study of Penang, Malaysia. International Journal of Tourism Cities, 3(4), 442-465. https://doi.org/10.1108/IJTC-11-2016-0049

Maryati, M. (2022). Pengaruh Kualitas Produk, Kualitas Pelayanan Dan Promosi Terhadap Keputusan Pembelian Toko Online Time Universe Studio (Doctoral dissertation, Prodi Manajemen).

Nazir M. (2014). Metode Penelitian. Bogor: Ghalia Indonesia.

Nafis, R. W. (2020). Pengaruh Citra Destinasi dan Kepercayaan Wisatawan Terhadap Keputusan Berkunjung. Jurnal Ilmiah Ecobuss, 8(1), 40-45.

Nurhayati, S. (2017). Pengaruh Citra Merek, Harga dan Promosi Terhadap Keputusan Pembelian Handphone Samsung Di Yogyakarta. Jurnal Bisnis, Manajemen, dan Akuntansi, 4(2).

Purwita, P. U., & Suryawan, I. B. (2018). Pengembangan potensi Pantai Lovina sebagai ekowisata pesisir di desa Kalibukbuk, kabupaten Buleleng, Bali. Jurnal Destinasi Pariwisata, 6(1), 65. https://doi.org/10.24843/JDEPAR.2018.v06.i01.p10

Patmala, H. S., & Fatihah, D. C. (2021). Pengaruh kualitas pelayanan terhadap keputusan pembelian di UKM Mart Kartika Widya Utama. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 5(3), 1154-1170.

Pitana I. G., Gayatri G. (2005). Sosiologi Pariwisata. Yogyakarta: Andi.

Sunyoto, D. (2012). Analisis Validitas dan Asumsi Klasik. Yogyakarta: Gava Media.

Sania, S. (2022). Pengaruh Social Media Marketing, Kualitas Pelayanan Dan Lokasi Terhadap Keputusan Pembelian Sate Taichan Goreng. STREAMING, 1(1), 37-47.

Setijadi, S., & Ainiyah, G. Z. (2022). Pengaruh E-Wom, Kualitas Layanan Terhadap Citra Destinasi Berdampak Pada Minat Kunjung Wisatawan Ke The Picas Adventure Banjarnegara. Fokus Ekonomi: Jurnal Ilmiah Ekonomi, 17(2), 292-312.

Sania, S., Mariah. (2023). Pengaruh Social Media Marketing, Kualitas Pelayanan Dan Lokasi Terhadap Keputusan Pembelian Sate Taichan Goreng. STREAMING Business Journal, 1,(1). https://doi.org/10.59031/jmsc.v1i3.172

Sekaran U, Bougie R. (2013). Research Methods for Business: A Skill-Building Approach. Leadersh Organ Development Journal, 34(7), 700–1. https://doi.org/10.1108/LODJ-06-2013-0079

Susnita, T. A. (2020). Pengaruh kualitas pelayanan dan kepuasan pelanggan terhadap loyalitas pelanggan pada hotel Libra kadipaten Kabupaten Majalengka. Juripol (Jurnal Institusi Politeknik Ganesha Medan), 3(1), 73-84. https://doi.org/10.33395/juripol.v3i1.10485

Timotius, H., & Nainggolan, B. M. (2023). Pengaruh Citra Destinasi, Kualitas Pelayanan, dan Promosi Terhadap Keputusan Berkunjung ke Objek Wisata Ecopark Ancol. Human Capital Development, 10(3).

Tugiso, I., Haryono, A. T., & Minarsih, M. M. (2016). Pengaruh Relationship Marketing, Keamanan, Kepercayaan dan Kualitas Pelayanan Terhadap Keputusan Pembelian Online Shop dan Loyalitas Konsumen Sebagai Variabel Intervening (Studi Kasus Pada Onlineshop “Numira” Semarang). Journal of Management, 2(2).

Tjiptono F. (2014). Service, Quality & Satisfaction Edisi 3. Yogyakarta: Andi.

Yudanto, R. A., & Wediawati, T. (2023). Pengaruh Social Media Marketing Instagram, Kualitas Pelayanan Dan Brand Image Terhadap Keputusan Pembelian Pada Labricca. Id. Ekonomi, Keuangan, Investasi dan Syariah (EKUITAS), 5(1), 141-148.