The Effect of Service Performance on Visitor Satisfaction and Loyalty in Mojosemi Forest Park Agrotourism, Magetan Regency
DOI:
https://doi.org/10.32502/jgsa.v6i1.1151Keywords:
Service performance, satisfaction, loyalty, SEM-PLSAbstract
The relationship between service performance, visitor satisfaction, and loyalty has become a crucial element in strengthening sustainable agrotourism destinations. Mojosemi Forest Park, located in Magetan Regency, was selected as the research site due to its natural attractions and the challenges it faces in retaining visitor satisfaction and loyalty amid growing competition. A quantitative approach was employed with data collected from 100 respondents using questionnaires, and the analysis was conducted through Structural Equation Modeling–Partial Least Squares (SEM-PLS). The results indicate that service performance positively and significantly affects satisfaction, while satisfaction strongly influences loyalty. Service performance also exerts a direct effect on loyalty, with satisfaction confirmed as a partial mediator in the relationship. These findings highlight that improvements in the SERVQUAL dimensions—reliability, assurance, tangibles, empathy, and responsiveness—not only enhance the visitor experience but also strengthen long-term loyalty. The academic contribution of this study lies in expanding the literature on satisfaction’s mediating role in linking service performance and loyalty within the context of Indonesian agrotourism. From a practical perspective, the results provide valuable insights for managers of Mojosemi Forest Park to design service strategies that ensure sustainable improvements, enhance visitor engagement, and reinforce destination competitiveness in the modern tourism industry
References
Budiarno, B., Udayana, I. B. N., & Lukitaningsih, A. 2022. Pengaruh kualitas layanan, kualitas produk terhadap kepuasan pelanggan dalam membentuk loyalitas pelanggan. Equilibrium: Jurnal Penelitian Pendidikan Dan Ekonomi, 19(02), 226-233.
Cahyani, E., Nururrohmah, T., Deka, C. F., & Saleh, M. Z. 2024. The Role of Service Quality in Building Customer Satisfaction: A Literarure Review. Journal of Management and Creative Business, 2(4), 192-205.
Ghozali, I., & Latan, H. 2021. Partial Least Squares: Konsep, Teknik, dan Aplikasi Menggunakan SmartPLS 3. Semarang: Badan Penerbit UNDIP.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2021). Multivariate Data Analysis (8th ed.). Cengage Learning.
Kemenparekraf. 2025. Proyeksi Kebutuhan Tenaga Kerja di Perusahan Berdasarkan Kompetensi pada Sektor Pariwisata pada Tahun 2022–2025.
Mulyo, J. H., Rohmah, F., Perwitasari, H., dan Nasir, M. A. 2021. The Service Quality of Kampoeng Kopi Banaran Agrotourism, Central Java Province, Indonesia. IOP Conference Series: Earth and Environmental Science, 662(1), 12003.
Nabila, I., Yudhari, I., dan Dewi, I. A. L. 2022. Analisis Tingkat Kepuasan Pengunjung terhadap Agrowisata Taman Edelweis di Kabupaten Karangasem Bali. Jurnal Agribisnis Dan Agrowisata (Journal of Agribusiness and Agritourism), 11(1), 200.
Nurani, R., Roessali, W., dan Ekowati, T. 2021. Analisis Kepuasan Pengunjung Agrowisata Jollong Pati Ditinjau Dari Dimensi Servqual. Jurnal Agrisocionomics Fakultas Peternakan Dan Pertanian Universitas Diponegoro, 5(2), 1–11.
Oliver, R. L. 1999. Whence consumer loyalty? Journal of Marketing, 63(4_sup1), 33–44.
Rai, I. G. A., dan Subrata, I. M. 2022. Peran Pembelajaran Spermatophyta Dalam Pelestarian Keanekaragaman Hayati Tumbuhan. SEMBIO: Prosiding Seminar Nasional Biologi Dan Pendidikan Biologi, 1(1), 1–12.
Rofiqoh, R., Faqihuddin, F., & Mahuda, I. 2023. Struktural Equation Model (SEM) menganalisis jalur path kompetensi dan kompensasi terhadap produktivitas karyawan di CV. Semarang Indah. Jurnal Lebesgue: Jurnal Ilmiah Pendidikan Matematika, Matematika dan Statistika, 4(3), 1400–1413.
Sembiring, M., Jufrizen, J., & Tanjung, H. 2021. Efek Mediasi Kepuasan Kerja pada Pengaruh Motivasi Dan Kemampuan Kerja Terhadap Kinerja Pegawai. Maneggio: Jurnal Ilmiah Magister Manajemen, 4(1), 131-144.
Suharjo, B., & Yulianto, E. 2022. Kepuasan dan loyalitas pelanggan pada destinasi wisata berbasis layanan. Jurnal Sosial Ekonomi Pertanian, 18(1), 55–68.
Supriyanto, A., Wiyono, B. B., & Burhanuddin. 2021. Effects of service quality and customer satisfaction on loyalty of bank customers. Cogent Business & Management.
Wibowo, S., Rusmana, O., dan Zuhelfa, Z. 2017. Pengembangan Ekonomi Melalui Sektor Pariwisata. Jurnal Kepariwisataan: Destinasi, Hospitalitas Dan Perjalanan, 1(2), 93–99.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Journal of Global Sustainable Agriculture
This work is licensed under a Creative Commons Attribution 4.0 International License.
