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

Auteurs-es

  • 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

Mots-clés :

Marketing Mix, Service Quality, Satisfaction, Loyalty, Tourists

Résumé

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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Bibliographies de l'auteur-e

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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Publié-e

2019-01-17

Comment citer

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

Numéro

2018. V.15 n2

Rubrique

Artigos

Licence

 

Autorizo a publicação de meu trabalho, pela Revista Hospitalidade, de acesso aberto e gratuito, por prazo indeterminado e a título de colaboração não remunerada. Declaro também que o textual apresentados são de minha autoria, indicadas as fontes quando necessárias. Declaro ainda que reconheço a política de punição por eventuais plágios devidamente identificados, que consiste na eliminação imediata dos arquivos com essa caracterização.Autores mantém os direitos autorais e concedem à revista o direito de primeira publicação, com o trabalho simultaneamente licenciado sob a Licença Creative Commons Attribution que permite o compartilhamento do trabalho com reconhecimento da autoria e publicação inicial nesta revista.