Atraksi Wisata dan Persepsi Harga sebagai Penentu Kepuasan Pengunjung Lontar Sewu Gresik

Purpose – This study aims to examine how tourism attraction and price perception influence visitor satisfaction at Edu Wisata Lontar Sewu, Hendrosari Village, Gresik Regency. The study focuses on identifying the extent to which tourism attraction attractiveness and visitors’ price perceptions contribute to visitor satisfaction. Design/methodology – This study employed a quantitative explanatory research approach. The population consisted of visitors to Edu Wisata Lontar Sewu, with 100 respondents selected through purposive, non-probability sampling. The study collected data using questionnaires with a five-point Likert scale and analysed them using multiple linear regression. Hypothesis testing was conducted using the partial t-test, simultaneous F-test, and coefficient of determination (Adjusted R²), with a significance level of 5%. The regression model examined the individual and simultaneous effects of tourism attraction and price perception on visitor satisfaction. Findings - The results indicate that tourism attraction has a positive and significant effect on visitor satisfaction. Price perception also has a positive and significant effect on visitor satisfaction. Furthermore, tourism attraction and price perception simultaneously have a significant effect on visitor satisfaction. The Adjusted R² value of 0.803 indicates that 80.3% of the variation in visitor satisfaction can be explained by tourism attraction and price perception, while the remaining 19.7% is explained by other factors outside the research model. Price perception has a relatively stronger contribution to visitor satisfaction than tourism attraction.