ANALYSING SERVICE QUALITY ON TOURIST SATISFACTION IN KAMPUNG COKLAT BLITAR

Blitar is one of the areas with various tourist attractions, and many people depend on the economy in the tourism sector. If developed properly, the tourism sector can be used as an economic driver that can contribute significantly. One of the tourist attractions in Blitar is the Kampung Coklat agrotourism. This tourist location is in Plosorejo Village, Blitar Regency, East Java, Indonesia. Kampung Coklat agrotourism offers education about cultivating cocoa trees and processing and selling processed chocolate products. The right marketing strategy can make tourists always want to return to the tourist location. Therefore, researchers conducted further analysis to increase tourist satisfaction by using the ServQual dimension. Multiple linear regression is used to determine its effect on service satisfaction, both partially and simultaneously. The results of the analysis show that the contribution of the service quality dimension to tourist satisfaction simultaneously was 69.9 %; other factors outside the research influenced 30.1 %, for example, socio-economic factors such as income, education level, and number of household members. In other words, other factors outside the study influence the rest. The t-test results showed that the tangible and responsiveness variables partially do not affect tourist satisfaction. While the empathy, reliability, and assurance variables partially showed a significant effect on the dependent variable of tourist satisfaction. Simultaneously, tangible, responsiveness, empathy, reliability, and assurance variables considerably influence tourist satisfaction in Kampung Coklat Blitar. The conclusion is that visitors to the Kampung Coklat agrotourism are satisfied with the management by providing good and quality services