Pengaruh Kualitas Pelayanan dan Kinerja Pegawai terhadap Kepuasan Pengunjung Wisata Mangrove Desa Prapag Kidul Losari Brebes

Abstract

This study aims to examine the effect of service quality and employee performance on visitor satisfaction at the Mangrove Tourism Area in Prapag Kidul Village, Losari, Brebes. The research used a quantitative approach with questionnaires distributed to 96 respondents. Data were analyzed using multiple linear regression with SPSS. The results show that service quality has a positive and significant effect on visitor satisfaction. Employee performance also has a positive and significant effect on visitor satisfaction. Simultaneously, both variables significantly affect visitor satisfaction, contributing 37.6%, while the rest is influenced by other factors. These findings highlight that good service and professional employee performance are crucial in enhancing visitor satisfaction and loyalty. Therefore, tourism managers need to improve service quality and provide continuous training for employees to ensure a better visitor experience.