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All Journal JMM (Jurnal Masyarakat Mandiri) EQIEN - JURNAL EKONOMI DAN BISNIS Jurnal Abdimas Mandiri Journal of Enterprise and Development (JED) Airlangga Journal of Innovation Management Parameter: Journal of Statistics Innovative: Journal Of Social Science Research
Agustifa Zea Tazliqoh
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Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Mathematics Public Health Social Sciences Other

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Journal : Journal of Enterprise and Development (JED)

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Evaluating service quality in Indonesian rural tourism: The RURALQUAL model approach Muzayanah, Fety Nurlia; Miharja, Rediawan; Tazliqoh, Agustifa Zea
Journal of Enterprise and Development (JED) Vol. 6 No. 2 (2024): Journal of Enterprise and Development (JED)
Publisher : Faculty of Islamic Economics and Business of Universitas Islam Negeri Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20414/jed.v6i2.10416

Abstract

Purpose — The purpose of this study is to evaluate service quality using the RURALQUAL model and examine its relationship with customer satisfaction and customer experience.Method — The research method employed in this study is quantitative research using Structural Equation Modeling, specifically Partial Least Squares (PLS-SEM). The variables investigated include service quality (X) as the independent variable, customer experience (Y) as the intervening variable, and customer satisfaction (Z) as the response variable. The population for this study consists of tourists visiting Wanayasa Rural Tourism in Purwakarta. The sampling method used to select participants is non-probability sampling, specifically the purposive sampling technique. A total of 344 Wanayasa tourists were included as samples in this study.Result — This study discovered that there is a notable impact on customer experience and customer satisfaction when it comes to service quality. Additionally, customer experience can act as a mediator between service quality and customer satisfaction.Novelty — This research applies RURALQUAL model approach to measure service quality in rural tourism in Wanayasa, Purwakarta, Indonesia.
Co-Authors Akbar, Silvia Avionita, Venni Ekawaty, Novian Fabian, Rehan Aldi Fety Nurlia Muzayanah Fety Nurlia Muzayanah, Fety Nurlia Harison Ina Ratnasari, Ina Maharani, Andiena Putri Mahdarifa, Lissiya Zahra Mazaya, Siti Syadzwana Miharja, Rediawan Nurhajijah, Ristia Nurhanifah, Afifa Nurmillah, Siti Najwa Okabrian, Soni Rediawan Miharja Rika Nur Ismawati Shalsya, Nabilla Sri Mulyani Syahar, Sofya