EFFECT OF IMPLEMENTATION OF LOYALTY MARKETING-MIX WITH TOURIST SATISFACTION as an intervening variable (Studies on attractions mainstay in the Kabupaten Pesisir Selatan)

Abstract

¹Zuriati, ¹Syefnedi, ¹Irda

¹Economic Management Program, Postgraduate of Bung Hatta University

E-mail  : methalegina@yahoo.com

ABSTRACT

In the context of fierce competition, every business is required to have a loyal customer. It is caused due to a loyal customer will deliver positive things about your products and services as well as encouraging others to use the product or service. The purpose of this study was to determine the effect of service marketing mix consisting of elements of product, price, place, promotion, people, process and physical evidence of the loyalty of travelers with tourist satisfaction intervening variable.Population were all tourists (wisnus) who came to the South Coastal District attractions. Sampling was carried out by using convenience sampling. The number of samples used for analysis were as many as 180 people. Data analysis techniques used for testing the hypotheses is multiple linear regression, simple and stratified.The results found that 1) the product, place, people, and process have positive and significant impact on tourist loyalty, 2) product, place, people, and process have positive and significant impact on tourist satisfaction. 3) tourist satisfaction has positive and significant impact on tourist loyalty, 4) satisfaction rating acts as an intervening variable between the product, place, people, process and tourist loyalty. 5) The amount of the direct influence of the variable product, place, people, and process to loyalty rating is 82.4%, while the indirect effect is through the variable is 98.9% satisfaction rating in other words there is an intervening effect of 16.5%.

Keywords : Mix of Services, Traveler Satisfaction and Loyalty Traveler.