Effect of Marketing Mix and Service Quality on Tourist Satisfaction

This study aims to investigate the effect of marketing mix and service quality on tourist satisfaction. The main objective of the study is divided into two sub-objectives: investigating the effect of the marketing mix on tourist satisfaction and investigating the effect of service quality on tourist satisfaction. The population in this study are all tourists visiting the Tourism Destinations in the City of Medan. Sampling using non probability sampling. Sampling of tourists in this research was determined by quota sampling of 200 respondents. Data collection techniques used in this study include interviews and provide questionnaires to the relevant parties. The technique of data analysis in this research is descriptive and multiple regression. The results of the study showed that the marketing mix and service quality variables partially and simultaneously had a significant effect on tourist satisfaction in the Tourist Destinations in the City of MedanKeywords: Marketing mix, service quality, tourist satisfaction