Volume 4, Number 3, March 2023 e-ISSN: 2797-6068 and p-ISSN: 2777-0915
I Gede Agus Radita, I Made
Adikampana, I Ketut Antara
Universitas Udayana, Indonesia
Email:
[email protected], [email protected], [email protected]
|
KEYWORDS place attachment, satisfaction, loyalty |
ABSTRACT The COVID-19 pandemic has been happening since 2019, and the tourism
industry is one of the affected industries. Bali is one of the affected
places because most of the people work in the tourism industry, but on the
other hand when the Covid-19 pandemic takes place there is one place in Bali
that is still crowded with tour-ists. Kintamani is one of the places that is still crowded with
tourists, especially at the coffee shop in Kintamani,
because it has beautiful and exotic views of the lake and Mount Batur. This
study aims to find out whether there is an influence of place attachment that
makes tourists loyal apart from satisfaction. The data col-lection technique
in this study used a questionnaire, then the sample determina-tion
technique used purposive sampling, namely determining respondents based on
certain criteria, in this study the sample referred to was tourists who had
vis-ited the coffee shop in Kinatamani
at least 2 times. The data analysis technique used in this research is
descriptive quantitative, then hypothesis testing using smart PLS software.
The results of this study concluded that based on the t test, the
t-statistical value obtained from each varibel has
a value of more than 1.98 which is the standard value of measuring the
significance of the t-statistical influ-ence
of� each variable in this study, which
means that there is a positive direct influence between place attachment� (X) on satisfaction (Y1),� satisfaction (Y1) on loyalty (Y2),�� place attachment� (X) to loyalty (Y2) and the indirect
influence that satisfaction (Y1) is able to mediate place attachemnt� (X) and loyalty (Y2). |
INTRODUCTION
Tourism has become one of the industries relied on by various countries in
the world to earn foreign exchange and increase income from a country,
including in Indonesia. According to Law Number 10 of 2009 tourism is described
as a variety of tourist activities and supported by various facilities and
services provided by the community, entrepreneurs, government, and local
governments, Indonesia has designated Bali as a mainstay tourist destination.
This is based on the cultural wealth and natural beauty in Bali Province.
Bali is one of the islands in Indonesia which is a favorite tourist
destination for foreign tourists and also the archipelago. The beauty of its
natural, cultural and artificial attractions makes Bali tourism crowded with
tourists, Kompas.com (2022). P ulau is also often
dubbed as the Island of the Gods which has a meaning as the island of the Gods,
not only that Bali is also often dubbed as "The Island of Paradise"
because it has a beautiful natural diversity that attracts tourists to visit is
likened to a paradise island because of its beautiful nature based on an
article uploaded by Indonesian Culture and Arts (2011).
����������� Based
on data released by the Central Statistics Agency of Bali Province, in 2018 the
number of tourist visits to Bali amounted to 15,828,464
and was the largest growth over the past 5 years with a cumulative growth of
9.66%. This happened because of the selection of Bali as the host or organizer
of the annual meeting, namely the International Monetary Fund (IMF) - World Bank so that it had a significant impact on tourism on the
island of Bali.
In 2019 there is still an increase in the
number of tourist visits visiting Bali although not significant from the
previous year because at the end of 2019 there were several countries infected
with the Covid-19 virus outbreak (Coronavirus Disease 2019) which caused some �countries to have to lockdown so that �citizens of those
countries were not allowed to leave their countries so that the Covid-19
outbreak did not spread to other countries in the world,� so Bali is also affected by the virus.
In 2020 and 2021 the central statistics
agency of the Bali government released data on the number of tourist visits
which decreased from the number of visits in the previous year by 66.31% in
2020 and then in 2021 it still decreased by 24.07% from 2020 and was a very
significant decrease from the previous year. Head of the Central Statistics
Agency (BPS) Bali, Hanif Yahya said the decline occurred due to a pandemic
caused by coronavirus diseases
(Covid-19).
Bangli is one of the regencies in Bali Province that is very
famous for its natural tourism, starting from mountains and also very beautiful
lakes, Kintamani is one of the tourism destinations
in Bangli Regency and is a very popular destination �when
the Covid-19 pandemic took place in Suarka & Kusumadewi, (2020) it was explained that in Bangli Regency,� Kintamani is a favorite choice for tourists. The existence
of Kintamani tourist attraction is well known for
both foreign and domestic tourists, the beauty of the panoramic view of Lake
Batur and the atmosphere of the Batur mountain nature make the main attraction
of Kintamani tourism destinations a favorite choice
for tourists.
Based on data on the �number �of tourist visits released by the Bangli Tourism Office in 2022 and the results of an interview with the Head of the Bangli Tourism Office, it �is stated that tourist visits to Kintamani tourist destinations are still crowded or in
great demand by foreign tourists and also, it
happened because in 2020 tourism in Bali in particular began to change during
the Covid-19 pandemic,� Tourists are more
likely to travel to the Kintamani �area than other
destinations in Bali, especially coffee �shops in Kintamani,
quoted from kuparannews.com (2020), based on the results of an interview with �the spokesperson for the Bangli
Regency Covid-19 handling acceleration group �I Wayan Dirgayusa, explaining� that even though
during the Covid-19 pandemic, tourists were very busy visiting� �coffee shops in Kintamani
and even
crowded, it proved that �the coffee shops in
�Kintamani were in
great demand during the pandemic.
At this time the fashion or trend of Kintamani �tourism is starting to change, tourists know �Kintamani better not
only from camping and glamping
but more towards �coffee shops, we can see from the
moldy �coffee shop in Kintamani �and according to the statement of the Head of Disparda Bangli, Gede Budiastawa (2022), which
used to only have Kintamani Eco Bike as �a �coffee shop�
the first is �in Kintamani and even now reaches
dozens �of coffee shops that have stood in� Kintamani tourist destinations since the existence of
Covid-19. Tourists or visitors are the main factor that makes
�coffee
shops continue to exist until now, therefore tourist
loyalty is the key to the success of a business or coffee shop. Tourist
satisfaction is one of the things that can make a tourist loyal.
Satisfaction can be created due to important factors or
good relationships between coffee shops and also customers
or tourists who visit so as to create harmonious relationships and loyalty from
customers so that there is a form of word-of-mouth recommendations that benefit management (Kivetz and
Simonson, 2002). Valle et al (2006) also say that the level of
satisfaction of a customer �can generate an increase in the likelihood of
repeated visits and the willingness to recommend goals to others, in other
words the creation of optimal customer satisfaction will encourage the creation
of a person's desire to visit a place frequently, but according to Manzie, (2016)
has different responses, in reality� Many customers are already satisfied with the
product offered but may switch to another product under certain conditions, which means satisfied but not loyal.
Apart from satisfaction, it turns out that
there are also other factors that play an important role in influencing the
loyalty of tourists so that tourists continue to visit an object or place even
though the coffee shop in Kintamani mostly has a
place that is on the edge of the ravine but has a� very beautiful view, so it is very
interesting to study more deeply about place attachment, �namely psychological
ties� of these
tourists with the �place visited because it is considered that the place is able to express
itself or consider the place part of itself (Low and Atman, 1992).
Place attachment in a place manifests in a
person in various ways such as, the emergence of a sense of pride, pleasure and
love for a place, increasing the value or meaning of the place shown in
concrete actions such as revisit or repeated visits of a person to a place, and
always guarding and inviting others to visit the place (
Scannell and Gifford,� 2010 ).
Therefore, place attachment
�is
an interesting new thing to research considering that
although �the coffee shop in Kintamani has a beautiful interior
design, offers various facilities and also has
exotic views of Mount Batur and Lake Batur, but the location of most �of the coffee shops
in Kintamani is on
the edge of a ravine� or cliff� so it is very interesting to study, regarding
the thing that causes a person's attachment to �the coffee shop in Kintamani.
Bibliography Review
Place Attachment
Place attachment is a bond formed by humans with place (Low and Altman,
1992). This bond is formed positively, and grows with the length of time humans
move in the place. According to William and Vaske
(2003) seen from a psychological perspective the relationship between people
and places shows that the meaning of a place is divided into two things that
make up place attachment, namely dependence on place (place dependence) and
place identity (place identity).�
1.
Place
dependence.
Dependence on place (functional attachment) reflects the importance of a
place in providing facilities and features that support specific goals or
desired activities (Grace, Imam and Achmad, 2015).
Functional place attachments include the physical characteristics of an area
and can increase when the location of a place is close enough that it is
possible to visit frequently. Dependence on place indicates an ongoing
relationship with a particular setting. Dependence on place is also positively
related to supporting facility development relating to completeness of flow and
filtering of facility function usage when identity is less of a role. Natural
facilities (e.g., community open spaces) are ideal areas for building
functional attachments.
2. Place Identity
The identity of a place
(emotional attachment) refers to the symbolic importance of a place as a hidden
place to pour out emotions and relationships that give meaning and purpose to
life. Place identity is not a direct result of any particular experience, but
rather a psychological investment with a setting that has evolved over time.
The history of repeated visits because the place attachment can reveal the
identity of the place.� Place identity is
defined as the way people combine place into the biggest concept in identity or
senses. Sensitivity to a place (sense of place) occurs when there is a sense of
comfort and a feeling of security that a person feels when connecting with the
place, which for many is translated as a sense of belonging. From some of these
place attachment concepts, it can be concluded that place attachment is the
quality of the relationship between humans and a place� that shows the emotional attachment
between humans and space and the fulfillment of the need for place and identity
(Grace, Imam and Achmad, 2015).
There are two main factors in
identifying the existence of place attachments, namely place dependency and
place identity, These two factors are contained in Williams and Vaske's 12 Place Attachment Index (PAI) (2003) cited in Astrini and� Kurniawan's (2017) research,� including�
can be seen in the table below:
Table 1
Place Attachment Index Attribute Between
Place identity and Place Dependency
|
Place Attachment Index |
|
|
Place identity |
I feel (place name) is a part of me. |
|
|
(Place name) is very special to me. |
|
|
I identify strongly with (place name). |
|
|
I am very attached to (place name). |
|
|
Visiting (place name) says a lot about who
I am |
|
|
(Place name) means a lot to me. |
|
Place Dependency |
(Place name) is the very best place for
what I like to do |
|
|
No other place can compare to (place name). |
|
|
I get more satisfaction out of visiting
(place name) than any other. |
|
|
Doing what I do at (place name) is more
important to me than doing it in any other place. |
|
|
I wouldn't substitute any other area for
doing the types of things I do at (place name). |
|
|
The things I do at (place name) I would
enjoy doing just as much at a similar site. |
Source: Williams and Vaske
(2003), in Astrini and Kurniawan (2017)
Satisfaction
According to Kotler (2018),
satisfaction is the degree to which a level of product is perceived according
to the expectations of the buyer. Consumer satisfaction is defined as a
situation where consumer expectations of a product are in accordance with the reality
received by consumers. If the product is, far below expectations, consumers
will be disappointed. Conversely, if the product meets expectations, consumers
will be satisfied. Consumer expectations can be known from their own experience
when using the product, information from others, and information obtained from
other advertisements or promotions. When buying a product, consumers have
expectations about how the product will perform.� Sangadji and Sopiah (2016:51), say that the theories that discuss consumer
satisfaction are teori satisfaction the expectancy
disconfirmation model :
1.
The
product performed better than expected. This is called positive disconfirmatory.
2. This expected performing product is what is called simple confirmation.
3.
The
product performs worse than expected This is the so-called negative disconfirmation.
Loyalty
Kotler and Keller
(2016) reveal loyalty is a deeply held commitment to buying or re-supporting a
preferred product or service in the future despite the influence of the
situation and marketing efforts potentially causing customers to switch.
Loyalty refers more to the form of behavior of decision-making units to make continuous purchases of goods or services of a selected company.
According to Hurriyati (2005) in Mirayani
(2020), consumer loyalty is a commitment to repurchase or repeat a preferred
product or service in the future even though situational influences and
marketing efforts have the potential to cause changes in consumer behavior. Manzie, (2016) In reality, many customers are already
satisfied with the product offered but may switch to another product under
certain conditions, which is what is meant by being satisfied but not
loyal.� According to Griffin in Risna Nur Septiany (2014: 5)
there are several indicators to� find out the loyalty of� customers, namely:
finding that indicators that show tourist loyalty consist of willingness to
recommend to others, reuse products or services from the company and not switch
to using other products.
RESEARCH METHOD
This research was conducted to determine the effect of place attachment on
the satisfaction and loyalty of tourists who visit the coffee shop in Kintamani, Bangli Regency, Bali.
This research uses a correlational quantitative approach. Correlational quantitative
research methods use numerical data and emphasize the research process on
objective measurement of results using statistical analy-sis
and are intended to find out whether there is a relationship between two or
several variables. In addition, this study uses the help of a quantitative
approach to describe the characteristics of respondents as well as the scale
assessment given by respondents to the overall indicators in this study.
A research instrument that takes a sample from a population with a questionnaire.
The focus of quantitative methods is to collect data sets to explain specific
phenomena experienced by the population. The intended population is all
tourists who visit the coffee shop in Kintamani,
while the sample in the study uses the purposive sampling method, which is to
determine the responden with� special criteria so that the sample
taken later is in accordance with the purpose of the study, where the sample in
question is tourists who have experienced�
vis-iting the coffee shop which is in Kintamani at least 2 times which amounts to 100 people.
After obtaining data from the sample, the data was analyzed using Smart PLS to
obtain results of the correlation of the influence between place at-tachment, satisfaction and tourist loyalty.
In this study, the data analysis technique used was Structural Equation Modeling (SEM) using the Smart PLS application. This technique is used to explain the relationship between variables and variables with their constructs, which are in the study as a whole. The main purpose of using structural equation modeling (SEM) analysis techniques is to examine and justify a model with existing theories.� Structural Equation Modeling (SEM) using the Smart PLS application is a set of statistical techniques that allow testing a series of relationships simultaneously, the relationship is built between one to several independent variables.
Evaluation Results of Outer Model Measurements
Outer model is a model that specifies the relationship between latent variables and their indicators or it can be said that the outer model defines how each indicator relates to its latent variables (Ghozali, 2014). To measure the validity of an indicator is measured by convergent validity or outer loding value, while to test the reability of an indicator is measured� by composite reability and average variance extracted or AVE.
1. Convergent Validity
Convergent Validity of the measuring model a n deng a n refl eksif indicator viewed correlation between item score/component score andan construct score. The size of an individual exif r efl is said to be high or valid if in a nalysis has a loading factor value lebih of 0.70 with the construct to be measured. However, for the early stages of the development of a scale of measurement� of loading factor values� above 0.50� to 0.60� is considered hasil measurement convergent validity of each indicator in penelitian� is� said to be sufficient (Chin in Ghozali, 2014). The convergent validity value can be seen in table 2 below.
Table 2
Convergent Validity
|
Variable |
Indicators |
Loading Factor |
|
Place Attachment |
X1 |
0,719 |
|
|
X2 |
0,747 |
|
|
X3 |
0,710 |
|
|
X4 |
0,837 |
|
|
X5 |
0,804 |
|
|
X6 |
0,775 |
|
|
X7 |
0,719 |
|
|
X8 |
0,767 |
|
|
X9 |
0,832 |
|
|
X10 |
0,799 |
|
|
X11 |
0,776 |
|
|
X12 |
0,762 |
|
Satisfaction |
Y1.1 |
0,778 |
|
|
Y1.2 |
0,760 |
|
|
Y1.3 |
0,727 |
|
|
Y1.4 |
0,761 |
|
|
Y1.5 |
0,852 |
|
Loyalty |
Y2.1 |
0,800 |
|
|
Y2.2 |
0,840 |
|
|
Y2.3 |
0,855 |
Source: Primary Data Processing Results, 2023
������ In table 2, it can be seen that each indicator in this study has a loading factor value� of more than 0.7, therefore it can be interpreted that all indicators have high values or can be said to be valid. Another model that can also be used as a reference for assessing the validity or not of the data in this study is through discriminant validity assessments.� Discriminant validity is performed by comparing the square roots of the average variance extracted (AVE) for each variable with the correlation between one variable and another variable in a model. A model is declared to have a� good discriminante validity if� the square of the average variance extracted (AVE) in each variable is greater than the correlation of the variable with other variables in one model or the recommended value of the average variance extracted� (AVE) measurement value is greater than 0.5. The results of these measurements can be seen in the table below.
Table 3
Average Variance Extracted (AVE)
|
Variable |
Average Variance Extracted |
|
Place Attachment (X) |
0,595 |
|
Satisfaction (Y1) |
0,603 |
|
Loyalty (Y2) |
0,692 |
Source: Primary Data Processing Results, 2023
������ In table 3 above,� it can be seen� that the average variance extracted (AVE) correlation value owned by each variable is greater than other variables and is above 0.5 which is a measurement value to declare the validity of a data, because each variable has an average variance extracted (AVE) value of more than 0.5� , it can be stated that each variable in this study is valid.
2. Dicriminant Validity
������ Discriminant validity is a reflexive measurement model of an indicator that is assessed based on cross loading measurements with constructs. If the correlation of constructs with measurement items is greater than the value of other constructs, then this suggests that latent constructs can predict the size on blocks better than the size on other blocks. Latent variables can be a good comparison for a model if it has a discriminant validity value greater than 0.5. The results of the discriminant validity measurement of this study are as follows.
Table 4
Discriminant Validity
|
Variable |
Satisfaction (Y1) |
Loyalty (Y2) |
Place Attachment (X) |
|
Satisfaction (Y1) |
0,777 |
|
|
|
Loyalty (Y2) |
0,754 |
0,832 |
|
|
Place Attachment (X) |
0,772 |
0,771 |
0,772 |
Source: Primary Data Processing Results, 2023
������ Based on table 4, it can be seen that the cross loading value that each indicator has on each other variable is greater than 0.5. This suggests that the data in this study can be declared valid.
3. Composite Reliability
Composite reliability is a group of indicators that measure a variable has a good reliability composite. Chin in Ghozali (2014), states that a latent variable can be said to have good reliability if the composite reliability value is greater than 0.6 and the value of cronbach's alpha is greater than 0.7. The results of composite reliability and cronbach alpha measurements in this study can be seen in the table below.
Table 5
Composite Realiability and
Cronbach's Alpha Coefficients
|
Variable |
Cronbach's Alpha |
Composite Reliability |
|
Satisfaction (Y1) |
0,835 |
0,883 |
|
Loyalty (Y2) |
0,778 |
0,871 |
|
Place Attachment (X) |
0,938 |
0,946 |
Source: Primary Data Processing Results, 2023
������ In table 5 above, you can see the composite realiability and Cronbach's Alpha� value data from each variable. The data shows that each variable has� a composite realiability� value greater than 0.6 and a cronbach's alpha value greater than 0.7.� Therefore, it can be concluded that the variable value in this study is reliable.
Inner Model Measurement Evaluation Results
Evaluation of inner model measurements in a study using PLS can be seen from the R-Square value� to see the influence between exogenous variables on endogenous variables (Ghozali, 2016), besides that it can also see the Q-square value if the Qvalue of 2 >0 indicates that a model has predictive relevance (Gozhali, 2012).
R-Square
R-square serves to see the magnitude of the influence of exogenous variables on endogenous variables, it can be seen the weak or strong influence between variables with other variables classified by three criteria, namely said to be weak if the R-square value in the range of 0.19 to 0.32, then if the R-square value is in the range of 0.33 to 0.66 it is said to be moderate, and the last if the�� R-square value� is is in the range of values >67 then it is said to be strong. Here are the R-square values in this study.
Table 6
Value of R-Square (R2) of endogenous variables
|
Variable |
R Square |
R Square Adjusted |
|
Satisfaction (Y1) |
0,596 |
0,592 |
|
Loyalty (Y2) |
0,657 |
0,650 |
Source: Primary Data Processing Results, 2023
In table 6, you can see the R-square value data where the satisfaction variable has a value of 0.596 and loyalty 0.657, where each variable is in the range of 0.33 to 0.66.� Therefore, it can be concluded that the variable value in this study is included in the moderate criteria.
Q-Square
����������� Innner model testing uses PLS by looking at Q-square values, if the Q-square value is more than 0 then the model is categorized as having predictive relevance, while vice versa if the Q-square� value� has a value less than 0 then the model can be categorized as lacking predective relevance (Gozhali, 2012). Here are the Q-square values in this study.
Table 7
Q-Square Value (Q2)
|
Variable |
SSO |
SSE |
Q2 |
|
Place Attachment (X) |
1200,000 |
1200,000 |
0,351 |
|
Satisfaction (Y1) |
500,000 |
324,688 |
0,443 |
|
Loyalty (Y2) |
300,000 |
167,231 |
|
Source: Primary Data Processing Results, 2023
In table 7, you can see the Q-square value data where the place attchment variable has a value of 0.351 and the satisfaction variable has a value of 0.443. Therefore, it can be concluded that the variable values in this study are included in the criteria of having predictive relevance.
Goodness of Fit��������
����������� Apart from looking at the R-square value and the Q-square value, youcan also see the model fit� value on the PLS by looking at several values or categories, namely the value of the Chi-Square more than 0.5 which indicates empirical data identical to the theory and model, then� the standardized root risedual (SRMR) value must be less than 0.08, and the last one is the normal fit index value (NFI) is expected to be less than 0.90. Here is the goodness of fit model value in this study.
Table 8
Gooness of Fit Model
|
|
Saturnated Models |
Estimated Model |
|
SRMR |
0,066 |
0,066 |
|
d_ULS |
0,906 |
0,906 |
|
d_G |
0,568 |
0,568 |
|
Chi-Square |
294,852 |
294,852 |
|
NFI |
0,791 |
0,791 |
Source: Primary Data Processing Results, 2023
����������� Based on table 8, it can be� seen that� the chi-square� value in this study 294.852 is more than 0.5 which can indicate empirical data is identical to the theory and model, then� the standardized root risedual (SRMR) value in this study is 0.066 in accordance with the expected measurement standard must be less than 0.08, and the last one is� the normal fit index value (NFI) in this study, namely 0.791, is in accordance with the expected value standard of less than 0.90. Then it can be concluded that this study is declared fit because all categories can be met, so it is feasible to conduct a research hypothesis test.
Research Hypothesis Testing
Hypothesis testing is a way to see if there are direct or indirect influences of each variability in this study. Hypothesis testing in this study using PLS with the bootstapping method then looking at the value of direct effect and inderect effect testing then comparing with the t-statistical value / t� test in this study is 1.98, if the test results of direct� effect and� inderect effect (>1.98) then the variables have an influence in this study.�� The direct and indirect influences in this study are among others.
Table 9
Bootstrapping Direct Effects Output Results
|
Hypo thesis |
Variable |
Original Sample (O) |
Sample Mean (M) |
Standard Deviation (STDEV) |
T Statistica (| O/STDE|) |
P Value |
|
H1 |
Place Attachment → Satisfaction |
0,772 |
0,777 |
0,036 |
21,305 |
0,000 |
|
H2 |
Satisfaction → Loyalty |
0,394 |
0,389 |
0,092 |
4,268 |
0,000 |
|
H3 |
Place Attachment → Loyalty |
0,467 |
0,475 |
0,083 |
5,612 |
0,000 |
|
H4 |
Place Attachment → Satisfaction → Loyalty |
0,304 |
0,302 |
0,073 |
4,157 |
0,000 |
Source: Primary Data Processing Results, 2023
Based on table 9 obtained the values of p-value and
t-statistics of variables which can be described as follows.
The Direct Effect of Place Attachment on the Satisfaction
of Tourists Visiting the Coffee Shop in Kintamani
In the results of the hypothesis
test table 9, the result of the p-value of the place attachment variable to
tourist satisfaction was 0.000 with a value smaller than the significance value
of 0.05. In addition to having a significant p-value (0.000<0.05), the place
attachment variable to visitor satisfaction also has a t-statistical value of
21.305 which means it is greater than (1.98), so it can be concluded that the
place attachmnet has a positive influence on tourist
satisfaction which means that (H0) is rejected and (H1) is accepted.
Place attachment is a closeness
or relationship that is not only limited to physical bonds but also to social
ties between humans and humans in a certain place Low and Atman in Utami
(2017).� Place attchment
is a very important thing to create an emotional attachment of tourists or
visitors to the coffee shop in Kintamani so that a
sense of comfort and belonging arises between visitors and also the coffee shop
so that it can make someone continue to come back to visit or be loyal.�
Based on indicators that form
tourist satisfaction, there are similar indicators related to place attachment,
namely forming the comfort of tourists both from physical forms such as
facilities and also playanan provided to establish
good relations between visitors and coffee shops so that they can make visitors
loyal. According to Kivetz and Samson (2002) consumer
satisfaction can establish a harmonious relationship between producers and
consumers, namely creating a good basis for repurchases, as well as
word-of-mouth recommendations.�
Data analysis of this research model shows that there are place attachments that are well established with visitors at the coffee shop in Kintamani. The results of this study are in accordance with Rifai's research (2020), which explains the significant influence between place attachment and tourist satisfaction, then also in line with research from Taufan et al (2021), which states that place attachment affects visitor satisfaction. The Direct Effect of Satisfaction on the Loyalty of Tourists Who Visit the Coffee Shop in Kintamani
In the results of the hypothesis
test table 9, the p-value result of the satisfaction�� variable for visitor loyalty was 0.000 with
a value smaller than the significance value of 0.05. In addition to having a
significant p-value (0.000<0.05), the satisfaction variable for visitor
loyalty also has a� t-statistical
value of 4.268 which means it is greater than (1.98), so it can be concluded
that satisfaction has a positive influence on visitor loyalty which means (H0)
is rejected and (H1) accepted.
Berd a sarkan the results of data analysis proved that tourist satisfaction has a direct or positive effect on loyalty. Satisfied travellers create the possibility of repurchasing products that lead to loyalty. According to Gaffar (2007), on the concept of customer loyalty, it is stated that customer loyalty is influenced by five factors, one of which is customer satisfaction. Both concepts of satisfaction and loyalty demonstrate and support the results of research on the direct and significant influence of traveller satisfaction on loyalty.
This research is also in line with research conducted by Rahmiati (2012), customer satisfaction has a significant and positive effect on customer loyalty, in line with the results of Nurafni's research, (2015) which states that satisfaction affects customer loyalty, Kusumawati (2015) also agrees with some of the research statements in her research also states customer satisfaction has a significant effect on customer loyalty.
The Direct Influence of Place Attachment on the Loyalty
of Tourists Who Visit the Coffee Shop in Kintamani
In the results of hypothesis test
9, the result of the� p-value
of the place attachment variable� to
visitor loyalty was 0.000 with a value smaller than the significance value of
0.05. In addition to having a significant p-value (0.000<0.05), the place
attachment variable to visitor loyalty also has a t-statistical value of 5.612
which means it is greater than (1.98), so it can be concluded that place
attachment has a positive influence on visitor loyalty which means (H0) is
rejected and (H1) accepted.�
The results of this study are in
accordance with the theory of Scannell and Gifford, (2010) place attachment in
a place manifests in a person in various ways such as, the emergence of a sense
of pride, pleasure and love for a place, increasing the value or meaning of the
place shown in concrete actions such as revisit� or the person's repeated visits to a
place, and always guarding and inviting others to visit the place.
Place attachment in a place manifests in a person in various ways such as, the
emergence of a sense of pride, pleasure and love for a place, increasing the
value or meaning of the place shown in concrete actions such as revisit or
repeated visits of a person to a place, and always guarding and inviting others
to visit the place (Scannell and Gifford, 2010).� In line with research conducted by Rifai
(2020), which states that there is a significant relationship between place
attachment and tourist loyalty and in accordance with the results of Utamai's research (2017), which suggests that� place attachment influences a person
to visit a place frequently or become loyal.�
The Indirect Effect of� Place Attachment on Tourist Loyalty Through Satisfaction
In the results of hypothesis test
9, the result of the� p-value
of the place attachment variable� to
visitor loyalty through satisfaction of 0.000 with a value smaller than the
significance value of 0.05. In addition to having a significant p-value
(0.000<0.05), the place attachment variable on visitor loyalty through
satisfaction also has a t-statistical value� of�
4.157 which means greater than (1.98), it can be concluded that tourist
satisfaction is able to positively mediate the influence of place attachment on
visitor loyalty which means (H0) is rejected and (H1) accepted.
Consumer satisfaction can
establish a harmonious relationship between producers and consumers, namely
creating a good basis for repurchases, as well as word-of-mouth recommendations
Kivetz and Samson (2002). Meanwhile, place attachment
in a place manifests in a person in various ways such
as, the emergence of a sense of pride, pleasure and love for a place,
increasing the value or meaning of the place shown in concrete actions such as
revisit or repeated visits of a person to a place, and always guarding and
inviting others to visit the place Scannell and Gifford, (2010). Based on the
theory of satisfaction and place attachment, both theories have the goal of
making a visitor loyal.
The results of the data analysis
above show that the variability of tourist satisfaction is a variability that
is able to mediate between place attachment and the loyalty of visiting
tourists. This can happen because satisfaction is the response of customers or
visitors to the evaluation of incompatibility between expectations and
performance or reality in the field that can make customers loyal, as well as
the existence of place attachments that are also intertwined between the end
and� the coffee shop in Kintamani so as to make the customer feel emotionally
attached, as well as make the customer feel at home and comfortable to
spend� time in the place or can also make
the tourist loyal. This is what creates an indirect influence between place
attachment and tourist loyalty mediated by satisfaction.
CONCLUSION
Based on the results and
discussions that have been carried out in this study, it can be concluded as
follows:
Place attachment has a
significant influence hon the satisfaction of tourists who visit the coffee
shop in Kintamani because based on the results of the
out-put bootstrapping direct effects analysis or t test, the t-statistical
value of place attachment to satisfaction has a t-statistical value of 21,305
greater than 1.98 which is the standard value of measuring the significance
effect of t-statistics in this study.
Satisfaction has a significant
influence on the loyalty of tourists who visit the coffee shop in Kintamani because based on the results of the output
boot-strapping direct effects�
analysis or t test, the t-statistical value of satisfaction with
loyalty has a t-statistical value of 4,268�
greater than 1.98� which is the
standard value of measuring the significance effect of t-statistics in this
study.
Place attachment has a
significant influence on the loyalty of tourists who visit the coffee shop in Kintamani because based on the results of the output
analysis of bootstrapping direct effects or t test, the t-statistical value of
place attachment to loyalty has a t-statistical value of 5.612 greater than
1.98 which is the standard value of measuring the significance effect of
t-statistics in this study.
Satisfaction has an indirect
influence or is able to mediate between place attachment and tourist loyalty
significantly because based on the results of the bootstrapping indirect
effects output analysis or t test, the t-statistical value of satisfaction that
mediates place attachment to loyalty has a t-statistical value of 4,157 greater
than 1.98 which is the standard value of measuring the significance influence
of t-statistics in this study.
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Volunteers.
I Gede Agus Radita,
(2020) is an alumnus of the Bachelor of Applied Tourism, Tourism
DIV Study Program, Udayana University and is currently continuing his
education at the Tourism Study Program Master Program at Udayana
University.�
I Made Adikampana,
(2021) is a Lecturer in the Tourism Study Program of the
Tourism� Masters Program (S2) in Tourism,
currently as the Coordinator of� the
Master of Tourism� Study Program at
Udayana University. He has completed S2�
in the Architecture and Planning Engineering Study Program� at Gajah Mada University� and S3 in the Doctoral Program in Tourism at
Udayana University.
I Ketut Antara, (2022) is a Lecturer of the Tourism Study Program of the Master Program as well
as a lecturer of the D IV Hospitality Management Study Program. He completed
his bachelor's, master's and doctoral education�
in tourism studies at the same university, Udayana University, Bali.
Copyright Holders:
I Gede Agus Radita, I Made Adikampana, I Ketut Antara (2023)
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