MEDIATION OF PERCEIVED VALUE ON THE EFFECT OF SERVICE QUALITY AND OBJECT UNIQUENESS ON CUSTOMER SATISFACTION AT TENAYAN RAYA AGROTOURISM PEKANBARU

Abstract

This research aims to analyze the influence of service quality and object uniqueness on perceived value and consumer satisfaction and then to analyze the role of perceived value as a mediator on the influence of service quality and object uniqueness on consumer satisfaction at Tenayan Raya Agrotourism. This research quantitative research by distributing questionnaires to visitors of the Tenayan Raya Agrotourism. The sample for this research consisted of 142 respondents. Data analysis uses the Structural Equation Model (SEM) with AMOS. The research results show that service quality has a positive and significant effect on perceived value, object uniqueness has an insignificant effect on perceived value, service quality has a positive and significant effect on consumer satisfaction, and object uniqueness has an insignificant effect on customer satisfaction. Then, perceived value is able to mediate the influence of service quality on consumer satisfaction, but it can’t be able to mediate the influence of object uniqueness on customer satisfaction.