<![CDATA[ABSTRACTThe purpose of this research is to examine the effect of tangibility, reliability, responsiveness, assurance and empathy to the satisfaction of tourists. This research was conducted in the province of Yogyakarta Special Region (DIY). Measurement of variables in this study using Likert scale. Questionnaires that are answered complete well and deserve to be analyzed in the research as many as 100 questionnaires. After the process of data entry to 100 questionnaires, then done descriptive statistical processing and PLS-SEM. From the test results, the variable tangibility, responsiveness,and empathy have positive and significant effect on the variable of tourist satisfaction. While the variable reliability and assurance does not significantly influence the variable satisfaction of tourists.Keywords: tangibility, reliability, responsiveness, assurance, empathy, satisfactionABSTRAKTujuan dari penelitian ini adalah untuk menguji pengaruh tangibilitas, keandalan, ketanggapan, penjaminan dan empati terhadap kepuasan wisatawan. Penelitian ini dilakukan di Provinsi Daerah Istimewa Yogyakarta (DIY). Pengukuran variabel dalam penelitian ini menggunakan skala likert. Kuesioner yang terjawab lengkap dengan baik dan layak dianalisis dalam penelitian sebanyak 100 kuesioner. Setelah proses masuk data dari 100 kuesioner, kemudian dilakukan pengolahan statistik deskriptif dan PLS-SEM. Dari hasil pengujian, variabel tangibilitas, ketanggapan, dan empati berpengaruh positif terhadap variabel kepuasan wisatawan. Sedangkan variabel keandalan dan jaminan tidak berpengaruh terhadap variabel kepuasan wisatawan.]]>
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