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All Journal Jurnal Manajemen Pemasaran dan Perilaku Konsumen
Nabillah, Gea Dinar
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Decision Sciences, Operations Research & Management

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An Analysis of the Effect of Service Quality and Servicescape on Visitor Satisfaction Nabillah, Gea Dinar; Juwita, Himmiyatul Amanah Jiwa
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 5 No. 1 (2026)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2026.05.1.13

Abstract

Purpose – This study aims to analyze the effect of service quality and servicescape on visitor satisfaction at the East Java Park Group. Design/Methodology/Approach – This study uses an explanatory research design with a quantitative approach. The data were collected from 100 respondents selected through purposive sampling. The research instruments were tested for validity, reliability, and classical assumptions. Data analysis was conducted using multiple linear regression with the assistance of SPSS, and hypothesis testing was performed using the t-test. Findings – The results indicate that service quality has a positive and significant effect on visitor satisfaction, while servicescape does not have a statistically significant effect on visitor satisfaction.. Originality/Value – This study provides originality by examining large-scale educational tourism destinations (East Java Park Group), whereas previous studies predominantly focused on smaller-scale service environments such as restaurants and cafes. The study contributes practical implications by suggesting that tourism managers should prioritize improvements in service systems rather than focusing solely on physical environment development.
Co-Authors Juwita, Himmiyatul Amanah Jiwa