Exploring the Relationship Between Digital Nomad Infrastructure, Satisfaction and Loyalty in Bali
DOI:
https://doi.org/10.61104/alz.v4i1.3403Keywords:
Digital nomad, Infrastruktur konektivitas, Infrastruktur ruang kerja, Infrastruktur akomodasi, Loyalitas destinasi.Abstract
Penelitian ini mengkaji sejauh mana infrastruktur konektivitas, infrastruktur ruang kerja, infrastruktur akomodasi, serta infrastruktur mobilitas dan transportasi memengaruhi kepuasan digital nomad dan selanjutnya berdampak pada loyalitas destinasi. Penelitian ini berfokus pada wilayah Badung, Bali, yang telah berkembang sebagai salah satu pusat utama digital nomad di tingkat global. Pendekatan kuantitatif digunakan dengan menyebarkan kuesioner terstruktur kepada 105 digital nomad yang tinggal di wilayah Badung. Data dianalisis menggunakan perangkat lunak SmartPLS melalui evaluasi Model Pengukuran (Outer Model) dan Model Struktural (Inner Model) untuk menilai hubungan antara variabel infrastruktur, kepuasan digital nomad, dan loyalitas destinasi. Hasil penelitian menunjukkan bahwa keempat jenis infrastruktur tersebut memiliki pengaruh positif dan signifikan terhadap kepuasan digital nomad. Selain itu, kepuasan terbukti berperan kuat dalam memengaruhi loyalitas destinasi, yang mengindikasikan bahwa kualitas infrastruktur yang baik meningkatkan kemungkinan digital nomad untuk kembali berkunjung, memperpanjang masa tinggal, serta merekomendasikan destinasi kepada pihak lain. Rekomendasi untuk penelitian selanjutnya menekankan pentingnya peningkatan kualitas infrastruktur, mulai dari konektivitas internet hingga sistem transportasi, guna mendukung produktivitas dan kenyamanan digital nomad di Badung. Penyedia layanan dan akomodasi juga disarankan untuk meningkatkan fleksibilitas layanan serta menciptakan ruang yang lebih berorientasi pada komunitas agar dapat memenuhi kebutuhan dan pola mobilitas digital nomad dengan lebih baik
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