PENGARUH KUALITAS PELAYANAN, DAYA TARIK, DAN HARGA TERHADAP KEPUASAN WISATAWAN DI PANTAI SAWARNA KABUPATEN LEBAK, BANTEN

This research aims to analyze the influence of service quality, attractiveness and price on tourist satisfaction at Sawarna Beach, Lebak Regency, Banten. The background to this research is based on the importance of the tourism sector in the economy, as well as increasing competition between coastal tourist destinations. This research uses a quantitative approach with a survey method involving 50 respondents who are visitors to Sawarna Beach, Lebak Regency, Banten. The data collection technique uses an online questionnaire which has been tested for validity and reliability. The data analysis technique used to answer the hypothesis is partial and simultaneous testing with the help of multiple regression using the Statistical Product and Service Solution (SPSS) 25 software program. With the results of the research on the t test of the service quality variable (X1), a sig value was obtained.
0.000 < 0.05 with a calculated t value of 5.317 > t table 1.984, which means that service quality has a significant effect on tourist satisfaction, while in the t test of the attractiveness variable (X2) the sig value is 0.000 < 0.05 and the calculated t value is 18.155 > t table 1,984 so it can be concluded that attractiveness has a significant effect on tourist satisfaction. Furthermore, for the t test for the price variable (X3), the sig value was 0.000 < 0.05 and the calculated t value was 29.512
> t table 1.984 so it could be concluded that price had an effect on tourist satisfaction. Based on the simultaneous test (f test), the sig value was 0.000 < 0.05 with a calculated f value of 301,384 > 2,699, so it can be concluded that service quality, attractiveness and price together have a significant effect on tourist satisfaction.

Keywords: Service Quality, Attraction, Price, Tourist Satisfaction, Sawarna Beach