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

Authors

  • Muhammad Elfi Azhar Faculty of Economics and Business, University of Muhammadiyah Sumatera Utara
  • JUFRIZEN . Faculty of Economics and Business, University of Muhammadiyah Sumatera Utara
  • Muhammad Andi Prayogi Faculty of Economics and Business, University of Muhammadiyah Sumatera Utara
  • Maya Sari Faculty of Economics and Business, University of Muhammadiyah Sumatera Utara

DOI:

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

Keywords:

Marketing Mix, Service Quality, Satisfaction, Loyalty, Tourists

Abstract

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.

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Author Biographies

JUFRIZEN ., Faculty of Economics and Business, University of Muhammadiyah Sumatera Utara

MANAGEMENT

Muhammad Andi Prayogi, Faculty of Economics and Business, University of Muhammadiyah Sumatera Utara

management

Maya Sari, Faculty of Economics and Business, University of Muhammadiyah Sumatera Utara

ACCOUNTING

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Published

2019-01-17

How to Cite

Elfi Azhar, M., ., J., Andi Prayogi, M., & Sari, M. (2019). THE ROLE OF MARKETING MIX AND SERVICE QUALITY ON TOURIST SATISFACTION AND LOYALTY AT SAMOSIR. Revista Hospitalidade, 15(2), 125–138. https://doi.org/10.21714/2179-9164.2018v15n2.007

Issue

2018. V.15 n2

Section

Articles

License

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