Muhammad Elfi Azhar
Faculty of Economics and Business, University of
Muhammadiyah Sumatera Utara, Indonesia
E-mail: mayasariumsu@gmail.com
Jufrizen Jufrizen
Faculty of Economics and Business, University of
Muhammadiyah Sumatera Utara, Indonesia
E-mail: jufrizen@umsu.ac.id
Muhammad Andi Prayogi
Faculty of Economics and Business, University of
Muhammadiyah Sumatera Utara, Indonesia
E-mail: mayasariumsu@gmail.com
Maya Sari
Faculty of Economics and Business, University of
Muhammadiyah Sumatera Utara, Indonesia
E-mail: mayasari@umsu.ac.id
Submission: 12/15/2018
Revision: 12/19/2018
Accept: 1/05/2019
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 tourist’s satisfaction. The service quality
had a positive and significant effect on tourist’s satisfaction in the region
of Samosir. Marketing mix had a positive and significant effect on tourist’s
loyalty. The service quality had a positive and significant effect on tourist’s
loyalty. Tourist satisfaction had a positive and significant effect on
tourist’s 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. It also revealed that employees of lower age and
longer experience are preferable because of shorter operating times and that
the age was statistically significant, revealing that the most appropriate age
to have a shorter time is approximately 27 years.
Keywords: Marketing Mix, Service Quality,
Satisfaction, Loyalty, Tourists
1. INTRODUCTION
Samosir is one of the largest lake in the world, and the
largest and most popular in Indonesia. Samosir is located in North Sumatra area
which is one of the
valuable assets
in the
State/Local Government and is one of the important tourist destination after
Bali and Lombok, so it is a pride for the region. The
establishment of Samosir
as one of the tourist destination, because the assumption of beautiful natural panorama
(SIANTURI, 2004).
However, Samosir tourism activities are currently not
experiencing developments, as
seen from a decrease in the number of visitors so that tourism facilities are
starting to be neglected (BUATON;
PURWADIO, 2015). In
Samosir tourism area, there
are not only
Samosir tourism object but also 4 other tourism objects, namely Batu
Gantung, Kera Huta Sibatu Loting Tourism Park,
Bangun Dolok and camping ground and also Dolok
Simarbalatuk. These objects are in fact if
developed properly can provide more value in Parapat tourism area, but the
current conditions of these objects are almost unknown to the public (BUATON; PURWADIO, 2015).
To manage the tourism industry properly and profesionally,
an in-depth study is needed including tourists as the source of income that must be served well to
keep them happy and comfortable so that the residence time within the tours area will be longer. The tourism industry is
a type of product which
is mostly
engaged in the service, for all aspects related to the economic orientation
are services (HIDAYAT,
2010).
The dynamics that occur in the tourism services sector can
be seen from the
development of various industries such as banking, insurance,
telecommunications and others. Marketing services intended to build expectations
of tourists and make a promise to the tourist (DARYANTO, 2013).
The company strives to meet the expectations and promises
to tourists so that tourists are satisfied. Consumer satisfaction is the level
of one's feelings after comparing performance (results) that perceived with
the expectation
(Daryanto, 2013). Tourists
experiencing various
levels of satisfaction or dissatisfaction after experiencing each services in
accordance with the extent to consumer expectations are met or exceeded.
This is because satisfaction is the emotional state, the
post-purchase reaction of tourists can be anger, dissatisfaction, irritation,
neutrality, joy, or pleasure. Tourists
who are angry or dissatisfied would cause problems because they can be moved to another company
and spread the negative word of mouth (LOVELOCK; WRIGHT, 2007).
Many factors can affect tourist loyalty, including the
marketing mix and service
quality. It is supported by some research results of Azhar and Jufrizen (2017), and
Gultom (2017), Setiawan and Sayuti (2017), Tefera and Govender (2017) stating
that the service quality and
marketing mix has a
positive and significant effect on tourist loyalty. This studywas
made aiming to replicate the
study, because of
the marketing mix and service quality
effect on tourist loyalty.
This study was made aiming to replicate the study, because
of the marketing mix and service quality affects the tourist satisfaction and
loyalty. So the played purpose of
the study is divided into six sub-goals:
a) To Investigate the impact of the marketing mix on
tourist satisfaction.
b) To investigate the impact of service quality on
tourist satisfaction.
c) To Investigate the impact of the marketing mix on
tourist loyalty.
d) To investigate the impact of service quality on
tourist loyalty.
e) To investigate the impact of the tourist satisfaction
on tourist loyalty.
f) To Investigate the Mediation Role of Tourist Satisfaction on the Effect of Marketing Mix and Service Quality on Tourist Loyalty.
2. LITERATURE REVIEW
2.1.
Loyalty
Loyalty
is the willingness of tourists to continue the purchase on a company in a long
period of time and use the product or service repeatedly, as well as recommend
it to friends and other companies in voluntary (OLIVER, 2002). While according to Griffin (2005) consumer
loyalty is a concept of loyalty that leads more to behaviour than attitude and
a loyal consumer will show a purchase behavior which is defined as a regular
purchaser and shown over times by some decision making units. Loyalty is
important concept in marketing because loyalty is one of the factors to be able
to determine the market share of a company.
Consumer
loyalty is a behavioral drive to make purchases repeatedly and to build
consumer loyalty to a product/service that is produced by a company that takes
a long time through a repetitive purchasing process (OLSON, 1993).
Loyalty
does not only mean the existence of consumer wishes to buy back the same brand
in later time, but also the consumer have a psychological commitment or
attitude towards the brand. And the loyal tourists are not only buy the brand
but also refused to switch to other brands even though other brands offer
something more than the brands they use (WELLS et al. 2003).
Loyal
onsumers are not sensitive to price, deliver a positive recommendation
regarding the brand and willing to spend more money on these brand-producing
company (UNCLES, et al., 2003). Loyalty
can also refers to the preference of tourists to purchase a particular brand of
a product category. This occurs because
tourists feel that a brand is able to offer the product features, product image
or product quality level which matches to the price. Basically, the first time
tourists will experiment in the purchase of a product, after they try the
product and feel satisfied, they will make it a habit and will continue to
purchase the same product because they feel the product is more secure and
known (GIDDENS, 2002).
2.2.
Consumer
Satisfaction
Johnson
and Fornell (1991) stated that consumer satisfaction is the result of a
thorough evaluation of the top performing consumer products which they consume.
Yi (1991) identified two different concepts of customer satisfaction, namely
transaction-specific satisfaction and overall satisfaction.
Transaction-specific satisfaction is a concept that refers to the assessment of
customer satisfaction after purchasing particular products or brands.
While
overall satisfaction is a concept that measures the satisfaction
(dissatisfaction) of tourists towards particular products or brands as a whole
based on the entire experience in consuming these products or brands. Thus
overall satisfaction could be viewed as a function of all transaction-specific
satisfaction that occurred before. In
this study, the concept of customer satisfaction that used is overall customer
satisfaction. By knowing the measurement results in consumer satisfaction, the
company can prepare strategies that will be implemented in order to create
consumer loyalty (HADIYATI, 2012).
Consumer
satisfaction according to Kotler and Armstrong (2009) is the level of consumer
feelings after comparing performance (or results) that the consumer perceive
than their expectations. According to Hasan (2009) consumer satisfaction is a
feeling of consumer in good response of products or services that has been
consumed. In general satisfaction can be defined as a comparison between
results received or services in consumer expectations, results received or
services at least must be equal with consumer expectations, or even beyond it.
Kotler
(2009) revealed that satisfaction is as feelings of like or dislike someone for
a product after he/she compared a product performance with his/her
expectations. Simamora (2008) argues
that customer satisfaction is the result of experience in the product. This is
a consumer feeling after compare between expectations (prepurchase expectation)
and actual performance.
2.3.
Marketing
Mix
Marketing mix is the set of
controlled
tactical marketing tools (products, prices, places and promotions) that combined company to
produce the desired
response in the target markets (KOTLER; ARMSTRONG, 2009).
Daryanto
(2013), the marketing mix is the tactical marketing tools that can controlled and combined by the company to
produce the desired response
in the target markets.
Marketing mix is
the variables to be monitored by the company to satisfy the groups targeted (CANNON, et
al, 2008).
Marketing mix consists of a
product, is offered at a certain price, with some kind of promotion to tell
prospective tourists about these products, and a way to reach consumer's place (CANNON, et al, 2008). Marketing mix consists of all the
things that a company can do to influence the demand for its products (KOTLER;
ARMSTRONG, 2009).
Effective
marketing program combines all the elements of the marketing mix into an
integrated marketing program designed to achieve the company's marketing goals by delivering value for
tourists. Marketing
mix is the company's tactical advice to determine a strong positioning in the
target markets (KOTLER; ARMSTRONG, 2009).
2.4.
Service
Quality
Service quality is the evaluation of tourists'
long-term observationsin
the service
delivery of a company (LOVELOCK; WRIGHT, 2007). The definition of service quality is
the magnitude of the difference between expectations or desires of tourists
with their level perception
(LAKSANA, 2008).
According
to Kotler and Keller (2009), service
quality is a
statement about the attitude towards the comparison between expectations and performances. Meanwhile, according to
Lovelock, et al (2011), service quality is something that consistently meet or
exceed consumer expectations.
Also
according to Ratnasari and Aksa (2011), service quality is how far the
difference between reality and consumer expectations for services received/retrieved.
While the Yamit (2010) stated
that in general, service quality can be seen from the comparison
between consumer expectations andservice performances.
The
best service to customers and the level of quality can be achieved consistently
by improving services
and paying special attention to good service standard performance both
in internal service
standard or external service standard. Before the consumer
buys a service, tourists have expectations about the service quality that is based on personal
needs, experiences, word
of mouth recommendations, and ad service providers. After buying and using
these services, tourists compare the expected quality with what is
truly received
(LOVELOCK; WRIGHT, 2007).
3. RESEARCH METHODS
The location of the study
was carried out in
the tourism destinations of Samosir
Region, North
Sumatra, located
in seven districts namely Simalungun Regency, Toba Samosir Regency, Samosir
Regency, North Tapanuli Regency,
Humbang Hasundutan Regency, Karo Regency, Dairi Regency. The
population in this study were all tourists who visiting the Samosir Region.
The
sample used non probability sampling, allowing the opportunity for someone to
be a respondent was not known. Sampling of tourists in this study was
determined by quota sampling as many as 200 respondents either male or female.
In this study, the sampling technique was accidental sampling, which was how to
obtain samples based on tourists who was found when conducting the study, which
was taken from the research site without distinguishing the origin of the
tourists.
Data
collection techniques used in this study includes interviews and questionnaires
to the relevant parties. In its implementation, researchers get respondents by
visiting respondents one by one, then asking their willingness to become
respondents in this study, after the respondents are willing, the authors
interview respondents one by one based on the prepared questionnaire.
The interview
was carried out in the morning until noon when the visitors arrived. Before the
questionnaire was distributed, validity and reliability tests were carried out
first.. The technique of data analysis in this study is descriptive and
Structural Equation Modelling (SEM)
4. RESULTS
4.1.
Structural
Model Analysis
After calculating and analyzing the Confirmatory
Factor Analysis (CFA), it can be measured latent score for each latent
variables. Analysis of the structural model includes several things, namely:
· Overall Model Match Test
Table 1: Goodness of Fit Structural Equation Model (SEM)
Ukuran
GoF |
Nilai |
Tingkat
Kecocokan |
Statistic
Chi Square (2) |
383,47 |
Not
Fit |
Goodness
of Fit Index (GFI) |
0.84 |
Marginal Fit |
Standardized
Root Mean Square Residuan |
0.073 |
Marginal Fit |
(SRMR) |
||
Root
Mean Square Error of |
0.066 |
Good
Fit |
Approximation
(RMSEA) |
||
Non-Normed
Fit Index (NNFI) |
0.95 |
Good
Fit |
Normed
Fit Index (NFI) |
0.91 |
Good Fit |
Adjusted
Goodness of Fit Index (AGFI) |
0.80 |
Marginal Fit |
Relative
Fit Index (RFI) |
0.90 |
Good Fit |
Incremental
Fit Index (IFI) |
0.96 |
Good
Fit |
Comparative
Fit Index (CFI) |
0.96 |
Good
Fit |
Source: LISREL Output of 8.80 Processed Results of
Researcher
In table 1 above we can see the
GFI value of
0.84 and AGFI of 0.80 and
SRMR of 0.073 which fall into the marginal fit category.
The value of RMSEA,
NFI, and RFI NNFI, IFI, and CFI,
itall fall into the good fit category. So it can be concluded that the
overall fit of the model is already good.
4.2.
Causal
Relationships Analysis
After analyzing the result of goodness
of fit research model, the
next analysisis to
do an analysis of the causal relationships in the model. Statistical testing for causal
relationships of structural model is made with a significance level
of 5% so
that critical value
from t-value is ± 1.96. The estimation results of all causal relationships of
the study can be
seen in the results.
The
following LISREL 8.80 output:
Figure 2: Structural Models (tvalues)
4.3.
Hypothesis
Testing
As
explained in the previous chapter, there are 5 hypotheses in this study.
Hypothesis testing analysis is carried out with a significance level of 5%,
resulting in a critical t-value of ± 1.96. The hypothesis is accepted if the
t-value obtained ≥ 1.96, while hypothesis is not supported if the t-value obtained < 1.96.
The
following is a table of hypothesis testing to answer the overall questions of the study:
Table
2: Hypothesis Testing of Research Model
Hypothesis |
Statements |
T-value |
Notes |
H1 |
Marketing Mix on
Tourist Satisfactions |
3,78 |
Data SupportingThe
Hypothesis |
H2 |
Quality Service on
Tourist Satisfactions |
5,94 |
Data SupportingThe
Hypothesis |
H3 |
Marketing Mix on
Tourists Loyalty |
4,19 |
Data SupportingThe
Hypothesis |
H4 |
Quality Service on
Tourists Loyalty |
3,23 |
Data SupportingThe
Hypothesis |
H5 |
Tourist Satisfactions
on Tourists Loyalty |
3,16 |
Data SupportingThe
Hypothesis |
Based on table 2 above which
contains the conclusion of the hypothesis model results, it can be concluded as
follows:
a) Marketing
Mix has a positive effect on Tourist Satisfactions
Based on data
processing results of structural model, the output of t-value is 3.78. The
result of t-value shown is greater than 1.96, then it can be concluded that the
variable of marketing mix has a positive effect on tourist satisfactions
significantly. Thus, the hypothesis 1 can be accepted and it can be concluded
that the higher marketing mix perceived, then it will be higher tourist
satisfactions.
b)
Service Quality has a positive effect on Tourist
Satisfactions
Based on data processing results of structural model,
the output of t-value is 5.94. The
result oft-value shown is greater than 1.96,
then it can be concluded that the variable of service qualityhas a positive
effect on tourist satisfactions significantly. Thus, it can be concluded that
the higher marketing mix perceived, then it will be higher tourist
satisfactions.
c)
Marketing Mix
has a positive effect on Tourists Loyality
Based on data processing results of structural model,
the output of t-value is 4.19. The
result oft-value shown is greater than 1.96,
then it can be concluded thatthe
variable of marketing mixhas
a positive effect ontourists loyalty significantly. Thus,
it can be concluded that the higher marketing mix perceived, then it will
be higher tourist’s loyalty.
d)
Service Quality has a positive effect on Tourists
Loyalty
Based on data processing results of structural model,
the output of t-value is 3.23. The
result oft-value shown is greater than 1.96,
then it can be concluded thatthe
variable of service qualityhas
a positive effect ontourists loyalty significantly. Thus,
it can be concluded that the higher service quality perceived, then it
will be higher tourists loyalty.
e)
Satisfactions has a positive effect onTourists Loyalty
Based on data processing results of structural model,
the output of t-value is 3.16. The
result oft-value shown is greater than 1.96,
then it can be concluded thatthe
variable of satisfactions
has a positive effect ontourists loyalty significantly. Thus,
it can be concluded that the higher satisfactions perceived, then it will
be higher tourists loyalty.
·
Hypothesis Testing Of Mediation (Indirect Effects)
As explained in
the previous chapter, in this study there are two moderation hypotheses by
Tourist Satisfaction variables. Hypothesis testing analysis is carried out with
a significance level of 5%, resulting in a critical t-value of ± 1.96. The
hypothesis is accepted if the t-value obtained ≥ 1.96,
while hypothesis
is not supported if the t-value obtained < 1.96.
The
following is a table of testing hypotheses to answer indirect influences.
Table
3. Testing of Indirect Influence Hypotheses
Hypothesis |
Through |
Indirect Effects (tcount) |
Tourist Satisfaction |
Effect of Marketing Mix on Loyalty |
2.50 |
Effect of Service Quality on Loyalty |
3.00 |
Source: LISREL Output
8.80 Processed Researchers
Based
on the results of the LISREL output above, the data from the structural model,
obtained the output of t-value (line 3), in the result showed that the
variables of tourists satisfaction can mediate the effect between the variable
of marketing mix and service quality that has an indirect effect on tourists
loyalty. This can be seen from t-count value is greater than 1.96 i.e. 2.50 and
3.00.
5. DISCUSSION
Based on the results of factor analysis that has been
presented in the previous chapter obtained that the variable which effect on
tourists loyalty of Samosir Region in this study is the marketing mix, service
quality and tourist satisfactions. The following is the linkages between variables,
namely:
a) Marketing Mix Effects on Tourist Satisfactions
Based on the results of the
study showed that marketing mix
has a positive and significant effect on tourist satisfactions in Samosir Region. The results
of this study means
that if the better implementation of marketing mix, it will increase tourist
satisfactions.
Conversely, if the weak implementation of marketing mix, the tourists will be
dissatisfied.
According to Oliver (2002) loyalty is the commitment
of customers to stay in depth to re-subscribe or re-purchase selected products
or services consistently in the future, even though the influence of the
situation and marketing efforts has the potential to cause behavior change. Empirically, the findings of
this study supporting the study that was conducted by Rasyid et al., (2017),
Teviana et al. (2017), Ismail et al. (2015) and Gultom (2017) which showed that marketing mix had
an effect on tourist
satisfactions.
Meanwhile, the results of the study by Al Muala and Al Qurneh (2012) concluded that products had a significant effect on tourist satisfactions, while prices, people and
processes had no
significant effect on tourist satisfactions. The results of the study by Megatef (2015) concluded that all
elements of the marketing mix had a very strong effect on tourist satisfactions.
b)
Service
Quality Effects on Tourist Satisfactions
Based
on the results of the study showed that service quality has a positive and significant
effect on tourist satisfactions
in Samosir Region. The results of this study means that if the better implementation of service quality, it will increase tourist
satisfactions.
Conversely, if the weak implementation of service quality, the tourists will be
dissatisfied.
A successful marketing program can be seen from its
ability to satisfy the wants and needs of consumers. The combination of
marketing mix elements was created to be able to meet customer satisfaction
together. Previous research shows a variety of findings where not all marketing
mix elements always affect satisfaction.
Empirically, the findings of
this study supporting the study that was conducted by Rasyid et al., (2017)
concluded that service quality had a
significant effect on tourist satisfactions.The results of this study also reinforce the results of
previous study conducted
by Setiawan and Sayuti (2017), Adinegara et al. (2017), Tefera & Govender
(2017) who concluded that service quality had an effect on tourist satisfactions.
c)
Marketing
Mix Effects on Tourists Loyalty
Based
on the results of the study showed that marketing mix has a positive and significant
effect on tourists loyalty
in Samosir Region. The results of this study means that if the better implementation of marketing mix, it will increase tourists
loyalty.
Conversely, if the weak implementation of marketing mix, the tourists will be not
loyalGriffin (2005)
stated his opinion about consumer loyalty is a concept of loyalty more towards
behavior (behavior) compared to attitude (attitude) and a loyal consumer will
show purchasing behavior that is defined as regular buyers and shown all the
time by several decision-making units.
Empirically,
the findings of this study supporting the study that was conducted by Azhar and Jufrizen
(2017), and Gultom
(2017) who concluded that marketing mix had an effect on
tourists
loyalty. Meanwhile,
the results of the study by Al Muala and Al Qurneh (2012) concluded that products had a significant effect on touristsloyalty, while prices, people and
processes had no
significant effect on tourists loyalty. Esmaili
et al. (2017) who concluded
that prices, physical evidence and distribution had an effect on tourist
loyalty.
d)
Service
Quality Effects on Tourists Loyalty
Based
on the results of the study showed that service quality has a positive and significant
effect on tourists loyalty
in Samosir Region. The results of this study means that if the better implementation of service quality, it will increase tourists
loyalty.
Conversely, if the weak implementation of service quality, the tourists will be not
loyal.
This research is in line with research
conducted by Mohammed (2013), said that many organizations have realized that
maintaining excellence depends on obtaining customer loyalty, because service
quality is the material needed to convince customers to choose an organization
than others.
Achieving
a high level of quality service provided is the importance of loyal customers.
Providing high-quality services is considered the most effective way to ensure
the superiority of hospitality services over its competitors by maintaining
customer loyalty.The results of this study reinforce the results of previous study
conducted by
Setiawan and Sayuti (2017), Azhar and Jufrizen (2017), Tefera and Govender (2017) who
concluded that service quality had an effect on tourists loyalty.
e)
Satisfaction
Effects on Tourist Loyality
Based
on the results of the study showed that satisfactions had a positive and significant
effect on tourists loyalty
in Samosir Region. The results of this study means that if the better implementation of satisfactions, it will increase tourists
loyalty.
Conversely, if the weak implementation of satisfactions, the tourists will be not
loyal. Bowen and Chen (2001)
state that customer satisfaction is closely related to customer loyalty, where
satisfied customers will become loyal customers.
Then
the loyal customer will become a powerful marketing force for the company by
providing recommendations and positive information to other prospective
customers.The
results of this study reinforce the results of previous study
conducted by
Setiawan and Sayuti (2017), Teviana et al. (2017), Azhar and Jufrizen (2017), Mohamad et al.. (2011), Tefera and
Govender (2017), Suwunniponth (2013) and Gultom (2017) who concluded
that tourist satisfactions had an effect on tourists loyalty.
·
The Mediation
Role of Tourist Satisfaction on the Effect of Marketing Mix and Service Quality
on Tourist Loyalty. Based on the testing of mediation variables, it is
evident that the tourist satisfaction variable acts as an intervening variable
for the effect of exogenous variables on the marketing mix and service quality
on tourist loyalty. The test results show that to increase tourist loyalty, the
determining factor is tourist satisfaction, service quality and marketing mix.
Loyal consumers are consumers who have a behavior that supports a company, have
a commitment to buy back the company's products or services and recommend
products or services to other parties so that it can be said to be an
extraordinary marketing tool for the company. They can provide recommendations
and spread word-of-mouth that are positive about the company, can increase
sales by buying other products from the company and will buy these products
more often and only require a smaller cost to satisfy them because they already
know the product and requires less information about the product (BOWEN; CHEN, 2001). This is in
accordance with the results of research conducted by Azhar anf Jufrizen (2017), and Gultom
(2017), Al Muala and Al Qurneh
(2012), Setiawan and Sayuti (2017), Tefera and Govender (2017), Teviana et al. (2017), Mohamad et
al.. (2011) and Suwunniponth (2013).
6. CONCLUSION
Based
on data analysis and discussion, it can be concluded as follows: marketing mix
had a positive and significant effect on tourist satisfactions in Samosir
Region. Thus, the better implementation of marketing mix, then tourist
satisfactions will be increased. Service quality had a positive and significant
effect on tourist satisfactions of tourists in Samosir Region. Thus, the better
service quality which perceived by tourists, then tourist satisfactions will be
increased.
Marketing
mix had a positive and significant effect on tourists loyalty in Samosir
Region. Thus, the better implementation of marketing mix, then tourists loyalty
will be higher. Service quality had a positive and significant effect on
tourists loyalty in Samosir Region.
Thus,
the better service quality which perceived by tourists, then tourist loyalty
will be higher. Tourist satisfactions had a positive and significant effect on
tourists loyalty in Samosir Region. Thus, the higher satisfactions which perceived
by tourists, then their loyalties will be higher. Marketing mix and service
quality had a significant effect on tourists loyalty in Samosir Region through
the tourist satisfaction.
7. SUGGESTIONS
It
was suggested to the tourism agents in Samosir Region to continue to maintain
tourist satisfaction because it could provide benefits including reducing
marketing costs, transaction costs, customer turnover costs, it could be
increased cross selling so that the customer share becomes greater, reporting
from mouth to mouth is more positive.
It is
suggested to the related institutions to improve the service in the form of
providing adequate public facilities so that tourists loyalty had more loyal in
visiting tourism objects and the expected number of visitors would be
increased. The next indicator could be expanded especially related to the
marketing mix variables and service quality so it had better fit in the concept
used.
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