THE ROLE OF MARKETING MIX AND SERVICE QUALITY ON TOURIST SATISFACTION AND LOYALTY AT SAMOSIR

Muhammad Elfi Azhar, JUFRIZEN ., Muhammad Andi Prayogi, Maya Sari

Resumo


This study aims to investigate the effect of the marketing mix and service quality on tourist satisfaction and loyalty. The data collection techniques used in this study included interviews and questionnaires to the relevant parties. The technique of data analysis in this study was descriptive and Structural Equation Modelling (SEM). The results showed that the marketing mix had a positive and significant effect on tourists satisfaction. The service quality had a positive and significant effect on tourists satisfaction in the region of Samosir. Marketing mix had a positive and significant effect on tourists loyalty. The service quality had a positive and significant effect on tourists loyalty. Tourist satisfaction had a positive and significant effect on tourists loyalty in the region of Samosir. And the marketing mix and the service quality had a significant effect on tourists in the Samosir Region through tourist satisfaction.


Palavras-chave


Marketing Mix, Service Quality, Satisfaction, Loyalty, Tourists

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DOI: https://doi.org/10.21714/2179-9164.2018v15n2.007

 Diretórios e Indexadores

 

REVISTA HOSPITALIDADE ISSN 1807-975X    e-ISSN 2179-9164

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