ANALISIS PENGARUH HARGA DAN FASILITAS TERHADAP LOYALITAS PENGUNJUNG DI OBJEK WISATA PANTAI AL FATH STIRA PARADISE KABUPATEN PINRANG

الملخص

Visitor loyalty is the number of visitors who consistently visit a destination offered when there are competitors or other similar destinations. To increase visitor loyalty, price and facilities are two things that need to be considered, setting a price that is in accordance with the facilities that visitors will get will certainly increase the level of visitor loyalty. This study aims to determine, 1) whether price affects visitor loyalty at the Al Fath Stira Paradise Beach tourist attraction in Pinrang Regency. 2) whether facilities affect visitor loyalty at the Al Fath Stira Paradise Beach tourist attraction in Pinrang Regency. 3) whether price and facilities simultaneously affect visitor loyalty at the Al Fath Stira Paradise Beach tourist attraction in Pinrang Regency. This study uses samples collected from 100 respondents with a descriptive quantitative research method. Data analysis techniques in this study use validity tests, reliability tests, normality tests, multiple linear regression analysis tests and hypothesis testing using IBM SPSS version 26. The results of the study show, 1) prices affect visitor loyalty, this can be seen from the results of the t-test obtained a price significance value (X1) of 0.014 <0.05 and t count of 2.511>1.64. 2) facilities affect visitor loyalty, this can be seen from the results of the t-test obtained a facility significance value (X2) of 0.000 <0.05 and t count of 6.064>1.644. 3) prices and facilities simultaneously affect visitor loyalty, this can be seen from the results of the F test obtained a significance value of 0.000 <0.05 and an F count value of 97.162> F table 3.09.