<![CDATA[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.]]>
