ANALISIS FAKTOR-FAKTOR PENYEBAB PENURUNAN KUNJUNGAN WISATAWAN DI KAWASAN SENGGIGI DAN DAMPAKNYA TERHADAP KETAHANAN UMKM: PENDEKATAN PLS-SEM

Atika Zulfa

doi:10.31539/hmx5hb95

Authors

Atika Zulfa Universitas Mataram

DOI:

https://doi.org/10.31539/hmx5hb95

Keywords:

Faktor Eksternal, Ketahanan UMKM, Kunjungan Wisatawan, PLS-SEM, Senggigi

Abstract

Penelitian ini menganalisis hubungan antara faktor-faktor yang menyebabkan penurunan kunjungan wisatawan dan dampaknya terhadap ketahanan Usaha Mikro, Kecil, dan Menengah (UMKM) di daerah Senggigi, dengan menerapkan pendekatan kuantitatif menggunakan Partial Least Squares-Structural Equation Modeling (PLS-SEM). Penelitian ini bertujuan untuk mengidentifikasi faktor-faktor utama yang menyebabkan penurunan dan menganalisis dampaknya terhadap UMKM lokal, serta memberikan rekomendasi strategis untuk revitalisasi destinasi. Model ini menggabungkan Siklus Hidup Area Pariwisata (TALC), Teori Citra Destinasi, dan Kerangka Penghidupan Berkelanjutan (SLF). Data dikumpulkan melalui survei skala Likert secara daring dari 123 responden yang terdiri dari wisatawan dan UMKM di NTB. Analisis PLS-SEM (R-Square = 0,399, tergolong sebagai sedang) menunjukkan bahwa Faktor Eksternal (seperti kondisi ekonomi global, pandemi, dan perubahan dalam tren pariwisata) memiliki pengaruh yang positif dan signifikan (β = 0,500, p = 0,000) terhadap ketahanan UMKM. Sebaliknya, variabel tujuan internal Kualitas Infrastruktur, Keamanan dan Kenyamanan, serta Promosi dan Pemasaran tidak terbukti memiliki dampak yang signifikan terhadap ketahanan UMKM. Kesimpulan utama adalah bahwa UMKM di Senggigi sangat rentan terhadap guncangan eksternal, yang menunjukkan bahwa strategi pemulihan sebaiknya lebih mengutamakan penguatan kapasitas internal UMKM (misalnya, melalui pengembangan keterampilan digital dan dukungan finansial) dibandingkan dengan peningkatan dan promosi infrastruktur konvensional.

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