Faktor Mempengaruhi Sikap Pelanggan Dan Niat Melawat Semula Di Inap Desa Kundasang, Sabah

  • Syarifah Hanum Ali
  • Kamiliah @ Kamaliah Sulimat


Kajian mengenai niat menginap semula telah menarik perhatian penting daripada pengkaji lepas dan para sarjana. Secara khusus, kajian ini menyiasat secara empirikal pengaruh persepsi ketulenan, persepsi nilai, persepsi risiko, komunikasi elektronik dari mulut ke mulut, dan kepekaan harga terhadap niat mengunjungi semula homestay di Kundasang, Sabah. Kesan pengantara sikap tinggal di inap desa terhadap hubungan antara pembolehubah telah diuji. Data yang dikumpul daripada 178 pelawat homestay dianalisis menggunakan pendekatan pemodelan persamaan struktur kuasa dua terkecil separa (PLS-SEM) yang disokong oleh SmartPLS. Hasilnya mendedahkan bahawa persepsi ketulenan, risiko dan komunikasi elektronik dari mulut ke mulut secara signifikan mempengaruhi niat lawatan semula, manakala nilai persepsi dan sensitiviti harga tidak mempunyai kesan yang ketara. Tambahan pula, didapati bahawa sikap pelanggan menjadi pengantara hubungan antara nilai yang dirasakan, kepekaan harga, dan niat melawat semula.


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How to Cite
ALI, Syarifah Hanum; SULIMAT, Kamiliah @ Kamaliah. Faktor Mempengaruhi Sikap Pelanggan Dan Niat Melawat Semula Di Inap Desa Kundasang, Sabah. International Journal of Advanced Research in Education and Society, [S.l.], v. 5, n. 1, p. 103-116, mar. 2023. ISSN 2682-8138. Available at: <https://myjms.mohe.gov.my/index.php/ijares/article/view/21985>. Date accessed: 29 sep. 2023.