The Influence of Price and Service Quality on Visitor Satisfaction at Kampung Lali Gadget Tourist Attraction, Wonoayu District, Sidoarjo

Abstract

This research aims to evaluate the influence of price and service quality on visitor satisfaction at Kampung Lali Gadget, Wonoayu District, Sidoarjo. This research uses a quantitative approach with a survey method through a questionnaire distributed to 96 respondents using Cochran's formula, selected with the simple random sampling technique. Data analysis was conducted using multiple linear regression and instrument tests to examine validity, reliability, and classical assumption tests. The research results indicate that both price (X1) and service quality (X2) simultaneously have a positive and significant effect on visitor satisfaction (Y). Partially, the price variable has a significant positive effect, while service quality also shows a significant positive effect. The simultaneous determination coefficient (adjusted R square) of 0.792 indicates that 79.2% of the variation in visitor satisfaction can be explained by the price and service quality variables, while the remaining 20.8% is influenced by other factors outside this study. The implication of this research is the importance of tourist site managers in adjusting competitive prices and improving service quality to enhance visitor satisfaction. Future researchers are advised to investigate other factors such as promotions or visitor experiences to achieve a more comprehensive understanding of visitor satisfaction.