HOW INDONESIAN STREET FOOD STALLS INSPIRE POST-PANDEMIC INDONESIAN TOURISM

Abstract

Penelitian ini bertujuan untuk menginvestigasi pengalaman terkait warung kaki lima Indonesia di kalangan wisatawan domestik yang berkunjung ke kota-kota di Indonesia sejak pandemi COVID-19. Berkaitan dengan hal tersebut, penelitian ini dilakukan untuk menganalisis secara mendalam bagaimana kualitas makanan, harga, dan lingkungan fisik mempengaruhi kepuasan pelanggan dan meningkatkan loyalitas mereka terhadap berbagai warung jajanan kaki lima di Indonesia, khususnya sejak pandemi. Data dari total 372 responden dikumpulkan melalui kuesioner, dibagikan secara acak kepada wisatawan domestik, yang sedang berlibur atau mengunjungi beberapa daerah di Jawa dan Bali, serta membeli dan mengonsumsi masakan lokal. Analisis statistik dilakukan dengan menggunakan SMART-PLS. Temuan menunjukkan bahwa unsur kualitas makanan, harga dan lingkungan fisik mempengaruhi kepuasan, yang pada akhirnya menentukan loyalitas. Temuan penelitian ini memberikan pemahaman yang lebih baik tentang faktor-faktor yang mempengaruhi kepuasan dan loyalitas wisatawan domestik. Selain itu, mereka memberikan wawasan berharga tentang aspek penting sektor pariwisata bagi Pemerintah Indonesia.   This paper aims to investigate the experiences related to Indonesia’s street food stalls among domestic tourists visiting cities in Indonesia since the COVID-19 pandemic. In this regard, this study was conducted to analyse in depth how food quality, price, and physical environment affect customer satisfaction and increase their loyalty to various Indonesian street food stalls, especially since the pandemic. Data from a total of 372 respondents were gathered through self-administered questionnaires, which were randomly distributed to domestic tourists, who were vacationing or visiting several areas in Java and Bali, and bought and consumed local cuisine. Statistical analysis was done using smart-PLS. The findings indicate that the elements of food quality, price and physical environment affect satisfaction, which ultimately determines loyalty. The findings of this study provide a greater understanding of the factors that affect the satisfaction and loyalty of domestic tourists. In addition, they provide valuable insight into a significant aspect of the tourism sector for the Government of Indonesia.