Strategi Pengembangan Daya Tarik Wisata Dalam Meningkatkan Kunjungan Wisatawan Lokal Di Kota Tua Jakarta

Objective: This study aims to analyze the influence of service quality on tourist satisfaction among Arofah Trans bus users and to identify the service dimensions that most contribute to increased satisfaction. Methodology: This descriptive qualitative study aims to provide an in-depth description of the tourism attraction development strategy in Jakarta's Old Town. The research was conducted in the area from May to July 2025. Data was collected from primary sources, such as field observations and in-depth interviews with managers, as well as secondary sources like literature and supporting documents. The data was then analyzed using the interactive model of Miles and Huberman (1984), which includes the stages of data reduction, data presentation, and drawing conclusions to identify patterns. Research Results: This study demonstrates that service quality has a significant positive impact on tourist satisfaction. The findings show that service quality accounts for 99% of the variation in tourist satisfaction (R² = 0.990), confirming it as a key factor in enhancing the tourist experience in Jakarta's Old Town.