Electronic Theses and Dissertation

Penelitian ini bertujuan untuk menganalisis pengaruh kerentanan yang dirasakan terhadap loyalitas wisatawan dengan cinta merek sebagai variabel mediasi pada destinasi wisata Pantai Lampuuk. Penelitian ini didasarkan pada teori Protection Motivation Theory serta didukung oleh kajian mengenai perceived vulnerability, brand love, dan tourist loyalty. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan pengumpulan data melalui penyebaran kuesioner kepada 120 wisatawan Pantai Lampuuk menggunakan teknik purposive sampling. Analisis data dilakukan menggunakan metode Partial Least Squares Structural Equation Modeling dengan bantuan SmartPLS versi 4. Hasil penelitian menunjukkan bahwa kerentanan yang dirasakan tidak berpengaruh signifikan terhadap loyalitas wisatawan, tetapi berpengaruh positif dan signifikan terhadap cinta merek. Sementara itu, cinta merek berpengaruh positif dan signifikan terhadap loyalitas wisatawan. Selain itu, cinta merek terbukti mampu memediasi pengaruh kerentanan yang dirasakan terhadap loyalitas wisatawan. Temuan ini menunjukkan bahwa loyalitas wisatawan di Pantai Lampuuk lebih dipengaruhi oleh keterikatan emosional melalui cinta merek dibandingkan pengaruh langsung dari persepsi kerentanan destinasi.
Kata Kunci: Kerentanan yang Dirasakan, Cinta Merek, Loyalitas Wisatawan, Pantai Lampuuk, SEM-PLS

This study aims to analyze the effect of perceived vulnerability on tourist loyalty with brand love as a mediating variable at Pantai Lampuuk tourist destination. This study is based on Protection Motivation Theory and supported by studies on perceived vulnerability, brand love, and tourist loyalty. The research method used is a quantitative approach, with data collected through questionnaires distributed to 120 tourists of Pantai Lampuuk using a purposive sampling technique. Data analysis was conducted using the Partial Least Squares Structural Equation Modeling method with the assistance of SmartPLS version 4. The results show that perceived vulnerability has no significant effect on tourist loyalty, but has a positive and significant effect on brand love. Meanwhile, brand love has a positive and significant effect on tourist loyalty. In addition, brand love is proven to mediate the effect of perceived vulnerability on tourist loyalty. These findings indicate that tourist loyalty at Pantai Lampuuk is more influenced by emotional attachment through brand love than by the direct effect of perceived vulnerability toward the destination. Keywords: Perceived Vulnerability, Brand Love, Tourist Loyalty, Lampuuk Beach, SEM-PLS