Pengaruh Dining Service Quality (DINESERV) Terhadap Niat Membeli Kembali Wisatawan Di Kawasan Café Pantai Muaya Jimbaran Bali

Abstrak

The Muaya Beach Café Area in Jimbaran Bali is widely recognized as a culinary destination offering a diverse range of seafood options, attracting both domestic and international tourists with an average daily visitation of 300–500. However, the Covid-19 pandemic brought about a significant decline in sales, with reductions estimated at 80–90%. Moreover, reviews on platforms like Google reveal areas for improvement in service quality, as some tourists have expressed dissatisfaction with their experiences. Assessing service quality is a critical step in understanding how well the provided services align with the expectations of tourists. Consequently, research on Dining Service Quality becomes essential to identify potential issues and offer constructive feedback for café management. Such efforts aim to enhance the repurchase intentions of tourists who visit and enjoy the offerings in this café area.

This research method uses a mixed-method approach with qualitative and quantitative methodologies, gathering data from 115 respondents through accidental sampling. Data collection techniques include the distribution of questionnaires, observations, interviews, and literature reviews. For data analysis, the study utilizes Structural Equation Modeling (SEM) with the aid of SmartPLS Professional 3.0 software. The findings indicate a significant relationship between Dining Service Quality and tourists' repurchase intentions. Based on these results, it is recommended that café management in the Muaya Beach area of Jimbaran focus on improving key aspects such as food quality, service quality, pricing strategies, and creating an appealing atmosphere. These enhancements are expected to maximize customer satisfaction, which, in turn, positively impacts their intention to repurchase.