PENGARUH KOMPETENSI PENGELOLA, KESADARAN LINGKUNGAN SDM DAN KUALITAS LAYANAN TERHADAP KEPUASAN WISATAWAN DI PANTAI TANJUNG SETUMU PULAU DOMPAK KOTA TANJUNGPINANG

Abstrak

This study aims to determine the influence of management competence, human resources’ environmental awareness, and service quality on tourist satisfaction at Tanjung Setumu Beach. The research problem stems from the suboptimal management of tourism, low environmental awareness, and subpar service quality, all of which affect tourist satisfaction levels. This study employs a quantitative research method, utilizing a data collection technique involving the distribution of questionnaires to 85 tourist respondents at Tanjung Setumu Beach. The data analysis techniques used include validity testing, reliability testing, classical assumption testing, multiple linear regression analysis, t-tests, F-tests, and the coefficient of determination, all conducted using SPSS. The results indicate that the manager competence variable does not affect tourist satisfaction, with a significance value of 0.899 > 0.05. The human resources’ environmental awareness variable has a positive and significant partial effect on tourist satisfaction, with a significance value of 0.002 < 0.05. The service quality variable has a partial positive and significant effect on tourist satisfaction, with a significance level of < 0.001 and 0.05. Simultaneously, the variables of human resources’ environmental awareness and service quality have a significant effect on tourist satisfaction, whereas the competence of managers does not affect tourist satisfaction. Based on the research results, it can be concluded that staff environmental awareness and service quality are important factors in increasing tourist satisfaction at Tanjung Setumu Beach. Therefore, tourism managers need to improve service quality and staff environmental awareness to create comfort and satisfaction for tourists.