Penelitian ini bertujuan untuk menganalisis pengaruh citra destinasi, kualitas layanan,rndan electronic word of mouth (E-WOM) terhadap kepuasan dan loyalitas wisatawan,rndengan keputusan berkunjung sebagai variabel mediasi pada destinasi wisatarnkepulauan di Kabupaten Sumenep. Latar belakang penelitian didasari oleh potensirnbesar pariwisata kepulauan Sumenep yang belum dioptimalkan secara maksimal akibatrnlemahnya citra destinasi, rendahnya pemanfaatan E-WOM, serta kualitas pelayananrnyang belum memenuhi standar internasional. Metode penelitian menggunakanrnpendekatan kuantitatif dengan teknik analisis Partial Least Squares–StructuralrnEquation Modeling (PLS-SEM) terhadap 160 responden wisatawan di tiga destinasirnutama, yakni Gili Iyang, Gili Labak, dan Pantai 9. Hasil pengujian menunjukkanrnbahwa: (1) citra destinasi → keputusan berkunjung, kualitas layanan → keputusanrnberkunjung, dan E-WOM → keputusan berkunjung berpengaruh positif signifikan; (2)rnkeputusan berkunjung → kepuasan wisatawan signifikan; (3) kepuasan wisatawan →rnloyalitas wisatawan signifikan; (4) keputusan berkunjung memediasi pengaruh citrarndestinasi, kualitas layanan, dan E-WOM terhadap kepuasan wisatawan. Temuan inirnmenegaskan bahwa penguatan citra destinasi, peningkatan kualitas layanan, danrnoptimalisasi E-WOM dapat meningkatkan kepuasan serta mendorong loyalitasrnwisatawan secara berkelanjutan.


Deskripsi Lain

This study aims to analyze the effect of destination image, service quality, andrnelectronic word of mouth (E-WOM) on tourist satisfaction and loyalty, with visitingrndecision a mediating variable in the island tourism destinations of SumeneprnRegency. The research is motivated by the significant potential of Sumenep’s islandrntourism, which has not been optimally utilized due to a weak destination image, limitedrnuse of E-WOM, and service quality that does not meet international standards. Thisrnresearch employed a quantitative approach using Partial Least Squares–StructuralrnEquation Modeling (PLS-SEM) on 160 respondents visiting three main destinations:rnGili Iyang, Gili Labak, and Pantai 9. The results indicate that: (1) destination image →rnvisiting decision, service quality → visiting decision, and E-WOM → visiting decisionrnhave positive and significant effects; (2) visiting decision → tourist satisfaction isrnsignificant; (3) tourist satisfaction → tourist loyalty is significant; (4) visiting decisionrnmediates the effect of destination image, service quality, and E-WOM on touristrnsatisfaction. These findings emphasize that strengthening destination image, improvingrnservice quality, and optimizing E-WOM are vital strategies to enhance touristrnsatisfaction and foster loyalty sustainably.