Pengaruh Destination Social Responsibility dan Destination Reputation terhadap Revisit Intention dengan Perceived Trust sebagai Variabel Mediasi di Masa Pandemi Covid-19

  • Firman Adhar Wisandiko Universitas Negeri Surabaya
  • Tias Andarini Indarwati Universitas Negeri Surabaya
Keywords: destination social responsibility, trust, reputation, revisit, wisata belanja

Abstract

Pariwisata dan industri kreatif menjadi salah satu sektor yang paling terdampak dari pandemi Covid-19, termasuk diantaranya yaitu pusat perbelanjaan yang menjadi salah satu bagian dari wisata belanja.  Pusat perbelanjaan atau kerap disebut Mall yang ada di Kota Surabaya tidak mengalami penutupan dikarenakan dianggap masih banyak orang yang menggantungkan hidupnya pada destinasi tersebut. Berbagai upaya perlu dilakukan oleh pengelola destinasi agar dapat meningkatkan kepercayaan dan mendorong tingkat kunjungan ulang guna mempertahankan profitabilitas sebuah destinasi.  Penelitian ini bertujuan untuk mengetahui pentingnya peran dari destination social responsibility, destination reputation,dan perceived trust terhadap revisit intention pada masa pandemi covid-19. Penelitian ini merupakan penelitian kuantitatif dengan jenis penelitian riset konklusif. Pengunjung Tunjungan Plaza Surabaya selama masa pandemi menjadi fokus pada penelitian ini dengan mengunakkan teknik non probability sampling dengan kriteria responden dengan rentang usia 15-54 tahun dan pernah mengujungi Tunjungan Plaza setidaknya 2 kali selama pandemi covid-19 . Kuesioner online disebarkan kepada total 200 responden dan dilanjutkan dengan analisis data dengan analisis jalur menggunakkan program IBM SPSS Amos 24. Penelitian ini membuktikan bahwa destination social responsibility berpengaruh positif terhadap perceived trust dan juga revisit intention. Hasil lain menemukan bahwa destination reputation juga terbukti memiliki pengaruh positif terhadap perceived trust dan revisit intention. Selain itu perceived trust juga terbukti memiliki pengaruh positif terhadap revisit intention.  Penelitian ini juga menemukan bahwa perceived trust terbukti berperan sebagai mediasi dalam hubungan  destination social responsibility dan destination reputation terhadap revisit intention. Penelitian ini menunjukkan pentingnya membangun kepercayaan dan niat berkunjung ulang pada sebuah destinasi selama masa pandemi covid-19 masih berlansgung melalui penerapan destination social responsibility dan juga menciptakan destination reputation yang baik bagi masyarakat. Hasil penelitian ini dapat dijadikan dasar pertimbangan bagi pengelola destinasi wisata untuk dapat lebih memperhatikan tingkat kepercayaan serta mengatur strategi dalam mendorong niat berkunjung ulang terlebih pada kondisi krisis pandemi covid-19.

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Published
2021-05-28
How to Cite
WisandikoF., & IndarwatiT. (2021). Pengaruh Destination Social Responsibility dan Destination Reputation terhadap Revisit Intention dengan Perceived Trust sebagai Variabel Mediasi di Masa Pandemi Covid-19. Pusaka: Journal of Tourism, Hospitality, Travel and Business Event, 3(2), 123-135. https://doi.org/10.33649/pusaka.v3i2.105