Pengaruh Promosi Dan Kualitas Pelayanan Terhadap Kepuasan Pengunjung Taman Margasatwa Ragunan

The Influence of Promotion and Service Quality on Visitor Satisfaction of Ragunan Wildlife Park

Abstract

Ragunan Wildlife Park is one of the most popular tourist destinations in Jakarta that continuously strives to enhance visitor satisfaction through effective promotional strategies and high-quality services. Amid the increasingly competitive tourism industry, these two aspects have become essential factors in creating a satisfying visitor experience. This study aims to analyze the influence of promotion and service quality on visitor satisfaction at Ragunan Wildlife Park, both partially and simultaneously. This research employed a quantitative statistical approach. Data were collected through an online questionnaire distributed to 120 respondents selected using a purposive sampling technique. The research instruments were found to be valid and reliable and met all classical assumption test requirements, indicating their suitability for further ana lysis. The results revealed that both promotion and service quality have a positive and significant influence on visitor satisfaction, both partially and simultaneously. Furthermore, the coefficient of determination (R²) of 65.4% indicates that visitor satisfaction can be explained by the promotion and service quality variables, while the remaining 34.6% is influenced by other factors beyond the scope of this study.