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

Authors :
AZHAR, Muhammad Elfi
JUFRIZEN
PRAYOGI, Muhammad Andi
SARI, Maya
Source :
Revista de Turism - Studii si Cercetari in Turism; 2018, Issue 26, p35-41, 7p
Publication Year :
2018

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. [ABSTRACT FROM AUTHOR]

Details

Language :
English
ISSN :
18442994
Issue :
26
Database :
Complementary Index
Journal :
Revista de Turism - Studii si Cercetari in Turism
Publication Type :
Academic Journal
Accession number :
135377532