Periodicity.: September - October 2019
e-ISSN......: 2236-269X
Cover Image

The role of marketing mix and service quality on tourist satisfaction and loyalty at Samosir

Muhammad Elfi Azhar, Jufrizen Jufrizen, Muhammad Andi Prayogi, Maya Sari

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.


Keywords


Marketing Mix; Service Quality; Satisfaction; Loyalty; Tourists

Full Text:

PDF HTML

References


ADINEGARA, G. N. J.; SUPRAPTI, N. W. S.; YASA, N. N. K.; SUKAATMADJA, I. P. G, (2017) Factors That Influences Tourist’s Satisfaction and Its Consequences, European Journal of Business and Management, v. 9, n. 8, p. 39-50.

AL MUALA, A.; AL QURNEH, M. (2012) Assessing the Relationship between Marketing Mix and Loyalty through Tourists Satisfaction in Jordan Curative Tourism, American Academic & Scholarly Research Journal, v. 4, n. 2.

AZHAR, M. E.; JUFRIZEN, (2017) The Analysis of The Tourist Loyalty Determinant In the Area of Toba Lake, International Journal of Recent Scientific Research, v. 8, n. 10, p. 20826-20832

BOWEN, J. T.; CHEN, S. L. (2001) The relationship between customer loyalty and customer satisfaction, International Journal of Contemporary Hospitality Management, v. 13, n. 5, p. 213-217

BUATON, K. W. S.; DAN PURWADIO, H. (2015) Kriteria Pengembangan Kawasan Wisata Danau Toba Parapat, Sumatera Utara, Jurnal Teknik ITS, v. 4, n. 1, p. C1-C5

CANNON, J. P.; PERREAULT JR, W. D.; DAN MCCARTHY, J. (2008) Alih Bahasa: Diana Angelica dan Ria Cahyani. Pemasaran Dasar-Dasar: Pendekatan Manajerial Global. Buku 1 Edisi 16. Salemba Empat. Jakarta

DARYANTO. (2013) Sari Kuliah Manajemen Pemasaran. Bandung: Satu Nusa.

ESMAILI, S.; REZAEI, N.; ABBASI, R.; ESKANDARI, S. (2017) The Impact of Marketing Mix on Perceived Value, Destination Image and Loyalty of Tourists (Case Study: Khalkhal City, Iran), Modern Applied Science, v. 11, n. 11, p. 96-108. doi:10.5539/mas.v11n11p96

Giddens, N. (2002) Brand Loyalty and Decision Maker, Iowa State University Extensions, v. 5, n. 54, p. 1-2.

GOVENDER, K. (2014) Journal Hotel Grading, Service Quality, Satisfaction and Loyalty Proposing a Theoretical Model and Relationship. Africa Journal of Hospitality, Tourism and Leisure in South Africa, n. 4.

GRIFFIN, J. (2005) Customer Loyalty, Menumbuhkan dan Mempertahankan Kesetiaan Pelanggan. Penerbit : Erlangga, Jakarta

GULTOM, D. K. (2017) Pengaruh bauran pemasaran jasa terhadap citra destinasi dan kepuasan wisatawan serta implikasinya terhadap loyalitas wisatawan. Jurnal Riset Sains Manajemen, v. 1, n. 2, p. 139-150 Retrieved from http://ejurnal.id/index.php/jsm/article/view/103

HADIYATI, E. (2012). Analisis Kualitas Pelayanan Dan Pengaruhnya Terhadap Loyalitas Pelanggan (Studi Kasus pada PT. Pos Indonesia (Persero) Kantor Pos Lawang). Jurnal Manajemen Fakultas Ekonomi Universitas Gajayana Malang

HASAN, A. (2009) Marketing. Cetakan Pertama. Yogyakarta: Medpress.

HIDAYAT, N. C. (2010) Bauran Pemasaran Jasa Sebagai Alat Untuk Meningkatkan Potensi Pariwisata Di Kabupaten Banyuwangi, Jurnal Ilmiah PROGRESSIF, v. 7, n. 9.

ISMAIL, M. B. M.; MUBARACK, K. M.; THULKIFLY, M. Z. (2015) Impact Of Service Marketing Mix On Customer Satisfaction, Journal of Management, v. 12, n. 2, p. 53-61

JOHNSON, M. D.; FORNELL, C. (1991) A Framework for Comparing Customer Satisfaction Across Individuals and Product Categories, Journal of Economic Psychology, v. 12, n. 2, p. 267-286

KOTLER, P.; ARMSTRONG, G. (2009) Dasar- Dasar Pemasaran. Jakarta: PT. Indeks.

KOTLER, P. (2009) Manajemen Pemasaran. Jilid I, Edisi Kesebalas, Jakarta : Indeks

KOTLER, P.; KELLER, K. L. (2009) Marketing Management. Upper Saddle River, NJ: Pearson Prentice Hall.

LAKSANA, F. (2008) Manajemen Pemasaran. Pendekatan Praktis. Edisi Pertama. Cetakan Pertama. Graha Ilmu. Yogyakarta.

LOVELOCK, C. H.; DAN WRIGHT, L. K. (2007) Manajemen Pemasaran Jasa. Jakarta Indeks.

LOVELOCK, C.; WIRTZ, J.; MUSSRY, J. (2011) Pemasaran Jasa. edisi 7. Jakarta : Erlangga

MEGATEF, S. G. (2015) The Impact of Tourism Marketing Mix Elements on the Satisfaction of Inbound Tourists to Jordan, International Journal of Business and Social Science, v. 6, n. 7, p. 41-58

MOHAMAD, M.; ALI, A. M.; GHANI, N. I. A. (2011) A Structural Model Of Destination Image, Tourists’ Satisfaction And Destination Loyalty, International Journal Of Business And Management Studies, v. 3, n. 2, p. 167-177

MOHAMMED. G. (2013) Journal The Impact of Service Quality on Customers Loyalty A Study on Five Stars Hotel’s Customers in Riyadh. Jurnal Administrasi Bisnis (JAB), v. 50, n. 5.

OLIVER, R. L. (2002) A cognitive model of the antecedents and consequencesof satisfaction decisions, Journal of Marketing Research, v. XVII, November.

OLSON, P. (1993) Consumer Behavior and Marketing Strategy, Richard D. Irwan Inc, Boston, Third Edition.

RASYID, M. J.; DANI, I.; ANDRIANI. B. (2017) The Effect Of Marketing Mix, Image And Service Quality Toward The Domestic Tourism Satisfactionin Bone District, Journal of Research in Business and Management, v. 5, n. 4, p. 69-73

RATNASARI, R. T.; DAN AKSA, M. (2011) Manajemen Pemasaran Jasa. Ghalia Indonesia. Bogor.

SETIAWAN, H.; SAYUTI, A. J. (2017) Effects of Service Quality, Customer Trust and Corporate Image on Customer Satisfaction and Loyalty: An Assessment of Travel Agencies Customer in South Sumatra Indonesia, IOSR Journal of Business and Management, v. 19, n. 5, p. 31-40

SIANTURI, T. (2004) Degradasi Danau Toba, Jurnal Penelitian Bidang Ilmu Pertanian, v. 2, n. 1, p. 1-3

SIMAMORA, B. (2008) Memenangkan Pasar Dengan Pemasaran Efektif dan Profitable. Jakarta: PT. Gramedia Pustaka Utama.

SUWUNNIPONTH, W. (2013) Tourist Satisfaction and Loyalty toward Service Quality of the Online Tourism Enterprises, International Journal of Economics and Management Engineering, v. 7, n. 8, p. 2461-2462

TEFERA, O.; GOEVENDER, K. (2017) Service quality, customer satisfaction and loyalty: The perceptions of Ethiopian hotel guests , Journal of Hospitality, Tourism and Leisure, v. 6, n. 2, p. 1-22

TEVIANA, T.; GINTING, P.; LUBIS, A, N.; GULTOM, P. (2017) Antecedents of Tourism Destination Image and Customer Satisfaction in Tourism Industry, European Research Studies Journal, v. XX, n. 3A, p. 435-445.

UNCLES, M. D.; DOWLING, G. R.; HAMMOND, K. (2003) Customer Loyalty and Customer Loyalty Programs, Journal of Consumer Marketing, v. 20, n. 4, p. 294-316. doi:10.1108/07363760310483676

WELLS, W.; BURNETT, J.; MORIARTY. S. (2003) Advertising, Principles and Practice, sixth edition. New Jersey: Pearson Education, Inc.

YAMIT, Z. (2010) Manajemen Produk dan Jasa, Yogyakarta: Ekonisia

YI, Y. (1991) A Critical Review of Consumer Satisfaction. In: Zeithmal, V. A. (ed.), Review of Marketing 1989. Chicago: American Marketing Association.

ZEITHMAL, V. A.; BERRY, L. L.; PARASURAMAN, A. (1996) The Behavioral Consequences of Service Quality. Journal of Marketing, v. 60, p. 31-46.




DOI: http://dx.doi.org/10.14807/ijmp.v10i5.937

Article Metrics

Metrics Loading ...

Metrics powered by PLOS ALM

Refbacks

  • There are currently no refbacks.


Copyright (c) 2019 Muhammad ELFI AZHAR, JUFRIZEN ., Muhammad Andi Prayogi, Maya Sari

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

LIBRARIES BY

Logo Gaudeamus

Logo INDIANA

Logo CHENG KUNG

Logo UTEP

Logo MOBIUS

Logo UNIVEM

Logo Kennedy

Logo Columbia

Logo UCS

Logo MSG/UFF

Logo OPT

Logo Biblioteca Professor Milton Cabral Moreira

Logo UFL

Logo ULRICHSWEB

Logo UNISA