THE EFFECT OF TASTE AND IMAGE OF TOURISM DESTINATIONS ON CUSTOMER SATISFACTION AND LOYALTY (Study at Warung Bu Sari, the Tourist Destination of Gubug Serut)

Demi Kartika (Faculty of Economics and Business, Stikubank University Semarang)
Bambang Sutedjo (Faculty of Economics and Business, Stikubank University Semarang)

Jurnal Ekonomi
Vol. 12 No. 04 (2023): Jurnal Ekonomi, 2023

The purpose of this study was to analyze the effect of the taste and image of a tourist destination on customer satisfaction and loyalty at Warung Bu Sari in Semarang City . The sample in this study were 112 customers of Warung Bu Sari in Semarang City . Determination of the sample in this study using purposive sampling . The analysis tool used is multiple linear regression analysis and Sobel Test. The results of the analysis can be concluded that: taste has a positive effect on customer satisfaction . Destination image has a positive effect on customer satisfaction. Taste has a positive effect on customer loyalty. Destination image has a positive effect on customer loyalty. Customer satisfaction has a positive effect on customer loyalty.