THE EFFECT OF ATTRACTIVENESS, SERVICE QUALITY, PROMOTION AND PRICE ON VISITOR SATISFACTION AT THE ORO-ORO OMBO MANTUP SWIMMING POOL TOURISM IN LAMONGAN

Abstract

This study aims to determine the effect of attractiveness, service quality, promotion, and price on visitor satisfaction at the Oro-Oro Ombo Mantup Lamongan Swimming Pool Tourism. This study uses an associative quantitative approach with accidental sampling techniques and involves 230 respondents as research samples. The data analysis technique used is multiple linear regression with the help of SPSS software. The results of the study indicate that attractiveness (X1), service quality (X2), promotion (X3), and price (X4) simultaneously have a significant effect on visitor satisfaction. Partially, each variable also shows a significant effect, where the service quality variable has the most dominant effect on visitor satisfaction with the highest regression coefficient value. The coefficient of determination (R²) of 0.528 indicates that 52.8% of the variation in visitor satisfaction can be explained by the four variables. These results imply that tourism managers need to pay more attention to improving service quality and strengthening promotion strategies and price adjustments so that visitor satisfaction increases.