Souvenir Makanan Olahan Hasil Laut: Pengaruh Persepsi Kualitas Produk Dan Harga Terhadap Kepuasan Wisatawan

Eni Karsiningsih, S.P., M.Si., - and Budi Setiawan, - and Djoko Koestiono, - and Abdul Wahib Muhaimin, - (2020) Souvenir Makanan Olahan Hasil Laut: Pengaruh Persepsi Kualitas Produk Dan Harga Terhadap Kepuasan Wisatawan. In: Prosiding Seminar Nasional Fakultas Pertanian Universitas Muhammadiyah Purwokerto. Pembangunan Pertanian Berkelanjutan dalam Persfektif Teknologi, Sosial, dan Ekonomi . Universitas Muhammadiyah Purwokerto, Purwokerto. ISBN 978-602-6697-58-5

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Abstract

Food souvenirs are one of the reminders for tourists when traveling and play an important role in the tourism industry. However, research that discusses processed seafood as souvenirs is still limited. This research aims to analyze the perception of product quality and price perception from the purchase of seafood souvenirs on tourist satisfaction. The sampling method used is Purposive Sampling. The respondents who sampled were domestic tourists who only bought seafood souvenirs and were willing to fill out questionnaires. Data collected from 210 travelers in Kepulauan Bangka Belitung province. Furthermore, the data was analyzed using the PLS structural equation model approach with SmartPLS which analyzes the relationship of exogenous variables, namely product quality perception (X1) and price perception (X2) as well as endogenous variable satisfaction (Y). The results of the analysis showed that perception of product quality and price perception had a significant effect on traveller satisfaction. This research reveals that the positive perception of the quality of products and the price of seafood souvenirs is an important driver of tourists' satisfaction in visiting a destination. This result provides an opportunity for tourism businesses to develop marketing strategies that satisfy tourists by providing souvenirs of local seafood processed food that is quality and affordable.

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