Service Quality and Interest Impact on Satisfaction and Loyalty of Agro Tourism Visitors

The agricultural sector is one of the opportunities for improving the economy of local communities. Opportunities will be a challenge for agro-tourism managers in their development. The purpose of this study was to determine the impact of service quality and importance on visitor satisfaction and loyalty. The research method used is a survey method and research sampling using incidental sampling technique to 127 tourists who come to visit. Furthermore, the data is processed using the Structural Equation Modeling (SEM) method with the support of Amos SPSS Version 24. The results show that good service performance can significantly increase visitor satisfaction by 44%. However, it is inversely proportional to the effect of service performance on consumer loyalty directly. Improved service performance can lower visitor loyalty rates by 48%. In addition, increased satisfaction can also have a significant effect on visitor loyalty by 111%. In contrast to service performance and satisfaction, interests do not have a significant effect on visitor satisfaction or loyalty. So that the presence or absence of complete facilities at the research location does not guarantee that visitors will feel significant satisfaction and loyalty.