PERAN KEPUASAN PELANGGAN DALAM MEMEDIASI PENGARUH KUALITAS PELAYANAN TERHADAP NIAT BERKUNJUNG KEMBALI PADA VILLA TELAGA WANA GIANYAR - Trisna Melati; Ni Made Purnami (Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Udayana, 2025)
Jumlah wisatawan ke Bali mengalami peningkatan, tetapi tingkat hunian akomodasi belum menunjukkan tren yang sebanding. Villa Telaga Wana sebagai akomodasi non bintang di Gianyar mengalami fluktuasi tingkat okupansi meskipun memperoleh penilaian positif dari para tamu. Penelitian ini bertujuan untuk menjelaskan peran kepuasan pelanggan dalam memediasi pengaruh kualitas pelayanan terhadap niat berkunjung kembali. Penelitian ini melibatkan 120 responden yang pernah menginap dalam enam bulan terakhir. Teknik pengambilan sampel menggunakan teknik non-probability sampling dengan metode purposive sampling serta penyebaran kuesioner secara offline dan online. Analisis data dilakukan melalui analisis jalur (path analysis) serta uji Sobel. Hasil penelitian menunjukkan bahwa seluruh hipotesis diterima. Kualitas pelayanan berpengaruh positif dan signifikan terhadap niat berkunjung kembali. Kualitas pelayanan berpengaruh positif dan signifikan terhadap kepuasan pelanggan. Kepuasan pelanggan berpengaruh positif dan signifikan terhadap niat berkunjung kembali. Kepuasan pelanggan memediasi secara parsial pengaruh kualitas pelayanan terhadap niat berkunjung kembali. Villa Telaga Wana disarankan untuk memfokuskan peningkatan layanan, seperti pelatihan kesopanan staf, peningkatan keamanan dan kenyamanan fasilitas, serta konsistensi pengalaman menginap agar melebihi ekspektasi tamu. The number of tourists visiting Bali has increased, but accommodation occupancy rates have not shown a corresponding trend. Villa Telaga Wana, a non-star accommodation in Gianyar, has experienced fluctuating occupancy levels despite receiving positive guest reviews. This study aims to explain the role of customer satisfaction in mediating the effect of service quality on revisit intention. The research involved 120 respondents who had stayed at the villa within the past six months. The sampling technique used was non-probability sampling with a purposive sampling method, and data were collected through both offline and online questionnaires. Data were analyzed using path analysis and the Sobel test. The results show that all hypotheses are accepted. Service quality has a positive and significant effect on revisit intention. Service quality also has a positive and significant effect on customer satisfaction. Customer satisfaction positively and significantly affects revisit intention and partially mediates the relationship between service quality and revisit intention. It is recommended that Villa Telaga Wana focus on improving services, such as staff politeness training, enhancing the safety and comfort of facilities, and ensuring a consistent guest experience that exceeds expectations.