Jurnal Manajemen dan Bisnis
Vol 10 No 1 (2021): JURNAL MANAJEMEN DAN BISNIS (TERBIT JUNI 2021)

EFFECT OF MARKETING MIX ON TOURIST SATISFACTION AND LOYALTY IN TOURIST AREA OF BONO TELUK MERANTI PELALAWAN REGENCY

Lismawati Kerta Febrina (Unknown)
Sri Kartikowati (Unknown)
Jahrizal Jahrizal (Unknown)

Article Info

Publish Date
30 Jun 2021

Abstract

The study was conducted in the Bono Bay Area of ​​Meranti Bay, Pelalawan Regency. The aim is to find out the direct effect of the Marketing Mix on Tourist Satisfaction and Loyalty. This study took a sample of 145 people. The variables used are the dimensions of Marketing Mix, Tourist Satisfaction and Loyalty. Data were analyzed using SEM (Structural Equation Modeling) analysis which is operated through the SmartPLS 3.2.8 program The results showed that partially there was an effect of Product, Price, Place, Promotion, People, Process, Psychical evidence on Tourist Satisfaction. and there is the influence of tourist satisfaction on tourist loyalty. The higher the satisfaction that is owned by consumers, the loyalty of tourists is increasing.

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Journal Info
Jurnal Manajemen dan Bisnis
Website

Abbrev

jmbi

Publisher

Sekolah Tinggi Ilmu Ekonomi Indragiri

Subject

Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

Description

Jurnal Manajemen dan Bisnis dimaksudkan sebagai jurnal untuk menerbitkan artikel tentang manajemen dan bisnis. Jurnal Manajemen dan Bisnis menerima manuskrip dalam berbagai topik yakni : Manajemen keuangan, manajemen sumber daya manusia, manajemen pemasaran, manajemen pembangunan daerah, manajemen ...