Pengaruh Harga, Kualitas Pelayanan, Tempat, dan Kualitas Makanan Khas Melayu Terhadap Kepuasan Pelanggan Wisata Kuliner di Kota Batam
Abstract
Industri kuliner makanan di Indonesia semakin berkembang pesat terutama di kota Batam. Kuliner daerah mencakup berbagai macam masakan tradisional dari suatu daerah yang dinilai berpotensi menjadi ikon daerah tersebut. Negara Indonesia terkenal dengan kekayaan alamnya yang kaya, beragam budaya dan suku, serta banyaknya lokasi untuk berwisata hingga berbagai macam kuliner tradisional dapat dijumpai diberbagai lokasi. Seni kuliner dari suatu daerah merupakan suatu hal yang akan diingat oleh wisatawan yang datang. Setiap tempat memiliki daya tarik daerah sebagai promotor tempat wisata, yang merupakan suatu ciri khas suatu daerah yang dijadikan daya tarik wisata. Bagian penting dari nilai pariwisata daerah merupakan makanan, baik sebagai makanan ataupun untuk dijadikan hadiah oleh-oleh makanan khas wilayah Kota Batam. Untuk mengetahui kepuasan pelanggan makanan khas, perlu mendalami berbagai faktor-faktor yang mempengaruhi kepuasan pelangggan sehingga makanan khas kota Batam ini tetap hidup dan tidak dilupakan dengan seiring berjalannya waktu. Pada penelitian ini faktor-faktor yang akan diteliti adalah harga, kualitas pelayanan, tempat, serta kualitas makanan. Penelitian ini bertujuan untuk mendalami pengaruh faktor-faktor tersebut dalam mendorong kepuasan pelanggan makanan khas Batam, sehingga makanan-makanan yang ada di kota Batam ini terus bangkit di era sekarang. Hasil penelitian ini menunjukan variabel harga, kualitas pelayanan, dan kualitas makanan memiliki pengaruh signifikan terhadap kepuasan pelanggan, sedangkan variabel tempat tidak berpengaruh signifikan terhadap kepuasan pelanggan.
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