Bauran Pemasaran Jasa dan Kualitas Layanan Berpengaruh terhadap Kepuasan dan Loyalitas Wisatawan Domestik di Sulawesi Selatan
DOI:
https://doi.org/10.47747/snfmi.v3i1.3151Abstract
This study aims to analyze the influence of the service marketing mix and service quality on tourist satisfaction and loyalty. The research model includes seven pathways: five direct and two indirect. The analysis indicates that the service marketing mix and service quality have a positive, significant effect on tourist satisfaction. Tourist satisfaction has also been shown to have a positive, significant effect on loyalty. Meanwhile, the service marketing mix has a positive but insignificant direct effect on tourist loyalty, but a significant indirect effect through satisfaction. Conversely, service quality has a positive, significant effect on loyalty, both directly and indirectly through satisfaction. These findings underscore the importance of service quality and optimizing the service marketing mix to increase tourist satisfaction and loyalty, with clear implications for the design and management of tourism services.
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