Pengaruh Customer Relationship Management terhadap Kepuasan dan Loyalitas Wisatawan Wana Wisata Pulau Merah Banyuwangi

Abstract

Wana wisata Pulau Merah Banyuwangi memiliki potensi dan daya tarik yang mendatangkan dampak positif sosial dan ekonomi bagi masyarakat sekitarnya. Potensi ini perlu pengembangan agar tetap dapat mendatangkan wisatawan di tengah tingginya persaingan antar industri pariwisata. Salah satu cara yang dapat dilakukan adalah menerapkan customer relationship management. Penelitian ini bertujuan untuk menganalisis pengaruh customer relationship management terhadap kepuasan dan loyalitas wisatawan serta menganalisis pengaruh kepuasan wisatawan terhadap loyalitas wisatawan. Metode penelitian adalah PLS SEM dengan pengumpulan data primer berupa kuesioner dan wawancara serta data sekunder dari pihak KPH Banyuwangi Selatan. Responden diperoleh secara accidental sampling sebanyak 218 responden. Hasil penelitian menunjukkan bahwa customer relationship management berpengaruh nyata terhadap kepuasan wisatawan. Semakin baik penerapan customer relationship management maka semakin tinggi tingkat kepuasan wisatawan. Kepuasan wisatawan berpengaruh nyata terhadap loyalitas wisatawan. Apabila tingkat kepuasan wisatawan tinggi, maka tingkat loyalitas wisatawan juga tinggi. Customer relationship management tidak berpengaruh nyata terhadap loyalitas wisatawan, namun berpengaruh secara tidak langsung melalui kepuasan wisatawan sebagai mediator. Peningkatan kualitas customer relationship management secara tidak langsung akan berpengaruh terhadap meningkatnya loyalitas wisatawan.

Wana Wisata Red Island of Banyuwangi has the potential and attraction that has a positive social and economic impact on the surrounding community. This potential needs to be developed so that it can still bring the tourists in the midst of high competition between the tourism industry. One way that can be done is to implement customer relationship management. This study aims to analyze the effect of customer relationship management on tourist satisfaction and loyalty and analyze the effect of tourist satisfaction on tourist loyalty. The research method is PLS SEM with primary data collection in the form of questionnaires and interviews as well as secondary data from the KPH Banyuwangi Selatan. Respondents obtained by accidental sampling as many as 218 respondents. The results showed that customer relationship management had a significant effect on tourist satisfaction. The better the implementation of customer relationship management, the higher the level of tourist satisfaction. Tourist satisfaction has a significant effect on tourist loyalty. If the level of tourist satisfaction is high, the level of tourist loyalty is also high. Customer relationship management has no significant effect on tourist loyalty, but has an indirect effect through tourist satisfaction as a mediator. Improving the quality of customer relationship management will indirectly affect the increase in tourist loyalty.