Pengaruh Kualitas Layanan dan Persepsi Harga terhadap Kepuasan Wisatawan melalui Kemudahan Mobilitas sebagai Variabel Mediasi pada Pelayanan Penyewaan Motor di Kuta Lombok
Downloads
How to Cite
Penelitian ini bertujuan untuk menganalisis pengaruh kualitas layanan dan persepsi harga terhadap kepuasan wisatawan dengan kemudahan mobilitas sebagai variabel mediasi pada jasa penyewaan motor di Kuta Lombok. Populasi dalam penelitian ini adalah wisatawan mancanegara yang menggunakan jasa penyewaan motor di Kuta Lombok. Jenis penelitian ini adalah kuantitatif eksplanatori dengan pendekatan survei. Teknik pengambilan sampel menggunakan purposive sampling dengan jumlah sampel sebanyak 150 responden, dan analisis data menggunakan Structural Equation Modeling – Partial Least Squares (SEM‑PLS) melalui program SmartPLS. Hasil penelitian menunjukkan bahwa kualitas layanan dan persepsi harga berpengaruh positif dan signifikan terhadap kepuasan wisatawan secara langsung maupun tidak langsung melalui kemudahan mobilitas. Kemudahan mobilitas terbukti berperan sebagai mediasi parsial dalam memperkuat hubungan antara kualitas layanan serta persepsi harga terhadap kepuasan wisatawan. Temuan ini menegaskan pentingnya efisiensi dan fleksibilitas mobilitas lokal dalam mendukung kepuasan pengalaman berwisata di destinasi berkembang seperti Kuta Lombok. Penelitian ini memberikan kontribusi praktis bagi pengelola jasa penyewaan motor dan pemangku kepentingan pariwisata Kuta Lombok dalam meningkatkan kepuasan wisatawan melalui perbaikan kualitas layanan, transparansi harga, dan fasilitas mobilitas.
The Influence of Service Quality and Price Perception on Tourist Satisfaction, with Ease of Mobility as a Mediating Variable, in Motorcycle Rental Services in Kuta, Lombok
Abstract
This study aims to analyze the effect of service quality and perceived price on tourist satisfaction, with ease of mobility serving as a mediating variable in motorcycle rental services in Kuta Lombok. The population consists of international tourists who have used motorcycle rental services in Kuta Lombok. This research applies an explanatory quantitative approach with a survey methodology. The sampling technique used was purposive sampling with a sample size of 150 respondents, and the data were analyzed using Structural Equation Modeling – Partial Least Squares (SEM‑PLS) via SmartPLS. The results reveal that service quality and perceived price have a positive and significant effect on tourist satisfaction, both directly and indirectly through ease of mobility. Ease of mobility is proven to act as a partial mediating variable that reinforces the relationship between service quality, perceived price, and tourist satisfaction. These findings highlight the critical role of local mobility efficiency and flexibility in driving tourist satisfaction in developing destinations like Kuta Lombok. This study provides practical contributions for motorcycle rental service providers and tourism stakeholders in Kuta Lombok to enhance tourist satisfaction through improved service quality, price transparency, and mobility facilities.
Al Mustaqim, D. (2023). Strategi pengembangan pariwisata halal sebagai pendorong ekonomi berkelanjutan berbasis maqashid syariah. AB-JOIEC: Al-Bahjah Journal of Islamic Economics, 1(1), 26-43. https://doi.org/10.61553/abjoiec.v1i1.20
Amalia, A. S., & Hanifah, L. (2023). Dampak Pengembangan Pariwisata Terhadap Perkembangan Umkm Pada Kawasan Wisata Pantai Sembilan Sumenep. Qawwam: The Leader’s Writing, 4(1), 1-9.
Andari, T., Fitri, S. E., Mudhofir, M. R. T., Putu Mahendri, I. G. A., Khaririyatun, N., Hanifah, V. W., & Hertasning, B. (2023). Analisis Preferensi Wisatawan Terhadap Pemilihan Angkutan Di Lombok (Studi Kasus: Kawasan Ekonomi Khusus Mandalika). Jurnal Penelitian Transportasi Darat, 25(1), 74-83. http://dx.doi.org/10.25104/jptd.v25i1.2271
Apriansyah, R., Jumhana, E., Kurniawan, M. I., Ardiansyah, R., & Ilhami, R. (2025). Hubungan antara Perdagangan Global dan Ketahanan Ekonomi Indonesia pada sektor Pariwisata. Journal Economic Excellence Ibnu Sina, 3(2), 149-158. https://doi.org/10.59841/excellence.v3i2.2780
Azam, M., & Ramadhan, A. (2026). Krisis Identitas Masyarakat Gili Trawangan Lombok Utara dalam Pusaran Homogenisasi Destinasi Wisata. Sumbula: Jurnal Studi Keagamaan, Sosial dan Budaya, 11(2), 430-455. https://doi.org/10.32492/sumbula.v11i2.11201
Buhalis, D. (2000). Marketing the competitive destination of the future. Tourism management, 21(1), 97-116. https://doi.org/10.1016/S0261-5177(99)00095-3
Dalimunte, M. R. (2025). Interaksi Sosial Antara Warga Lokal Dan Wisatawan di Kawasan Wisata Kuta Bali. Jurnal Sosial dan Humaniora, 2(01), 99-110. https://doi.org/10.66919/sakaai.v2i01.59
Darmawan, T. E., Sitohang, A. C., Samudra, D. S. J., & Amazil, I. (2026). PERAN SEKTOR PARIWISATA DALAM MENDORONG PENDAPATAN UMKM DI DESTINASI WISATA. GEMAH RIPAH: Jurnal Bisnis, 6(02), 402-408. https://doi.org/10.69957/grjb.v6i02.2853
Destianti, S., & Dhamayanty, S. (2026). KEPUASAN PENUMPANG BREGODOTRANSPORT: DITINJAU DARI PERSEPSI HARGA DAN KUALITAS PELAYANAN DI ERA TRANSPORTASI WISATA MODERN. Sabbhata Yatra: Jurnal Pariwisata dan Budaya, 7(1), 45-66. https://doi.org/10.53565/sabbhatayatra.v7i1.2910
Faizin, A., & Kalifia, A. D. (2024). Aplikasi Penyewaan Motor Berbasis Lokasi Dengan Navigasi Dan Pemesanan Real Time. Jutisi: Jurnal Ilmiah Teknik Informatika dan Sistem Informasi, 13(3), 1943-1954. http://dx.doi.org/10.35889/jutisi.v13i3.2326
Hallak, R., & Assaker, G. (2016). Using partial least squares structural equation modeling (PLS-SEM) in tourism research. Management science in hospitality and tourism: Theory, practice, and applications, 99-124.
Kurnia, H. (2025). Persepsi Pengunjung terhadap Keindahan Alam dan Daya Tarik Wisata Pantai Karang Tawulan sebagai Destinasi Unggulan di Kabupaten Tasikmalaya. PANUNTUN (Jurnal Budaya, Pariwisata, dan Ekonomi Kreatif), 2(4), 219-233. https://doi.org/10.61476/1mvbmd80
Litman, T. (2011). Evaluating accessibility for transportation planning. Victoria^ eBC BC: Victoria Transport Policy Institute.
Ondeng, S., & Rahman, U. (2026). Population and Sample as Methodological Basis in Educational Research. Interdisiplin: Journal of Qualitative and Quantitative Research, 3(1), 35-50. https://doi.org/10.61166/interdisiplin.v3i1.145
Prideaux, B. (2000). The resort development spectrum—a new approach to modeling resort development. Tourism management, 21(3), 225-240.
Rahmad, M., & Elizaveta, M. (2026). Bleisure Travel: Mengoptimalkan Pariwisata Bisnis dan Rekreasi di Era Digitalisasi. PARIWISATA: Jurnal Studi Pariwisata Indonesia, 1(1), 30-39.
Sari, N., Salsabila, A., Amanda, S., & Hardianti, A. (2025, April). Pengembangan ekonomi kreatif dalam meningkatkan potensi pariwisata. In Seminar Nasional Pariwisata dan Kewirausahaan (SNPK) (Vol. 4, pp. 454-461). https://doi.org/10.36441/snpk.vol4.2025.363
Sofya, A., Novita, N. C., Afgani, M. W., & Isnaini, M. (2024). Metode survey: Explanatory survey dan cross sectional dalam penelitian kuantitatif. Edu Society: Jurnal Pendidikan, Ilmu Sosial Dan Pengabdian Kepada Masyarakat, 4(3), 1696-1708. https://doi.org/10.56832/edu.v4i3.556
Suyadnya, I. K., Satwika, I. P., & Nirmala, B. W. P. (2022). Analisis Kepuasan Wisatawan Terhadap Layanan Transportasi Online Untuk Mobilitas Pariwisata Dengan Metode Fuzzy Survqual (Studi Kasus Provinsi Bali). Smart Techno (Smart Technology, Informatics and Technopreneurship), 4(1), 21-34.
Zitri, I., Gushadi, A., & Subandi, A. (2023). Pariwisata halal di nusa tenggara barat: Implementasi dalam kawasan ekonomi khusus mandalika. Journal of Social and Policy Issues, 113-120. https://doi.org/10.58835/jspi.v3i3.107
Copyright (c) 2025 Muhamad Faizin , Handry Sudiartha Athar, Didy Ika Supryadi
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with Empiricism Journal agree to the following terms:
- For all articles published in Empiricism Journal, copyright is retained by the authors. Authors give permission to the publisher to announce the work with conditions. When the manuscript is accepted for publication, the authors agrees to implement a non-exclusive transfer of publishing rights to the journals.
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
