This study aims to investigate the effect of the marketing mix and service quality on tourist satisfaction and loyalty. The data collection techniques used in this study included interviews and questionnaires to the relevant parties. The technique of data analysis in this study was descriptive and Structural Equation Modelling (SEM). The results showed that the marketing mix had a positive and significant effect on tourists satisfaction. The service quality had a positive and significant effect on tourists satisfaction in the region of Samosir. Marketing mix had a positive and significant effect on tourists loyalty. The service quality had a positive and significant effect on tourists loyalty. Tourist satisfaction had a positive and significant effect on tourists loyalty in the region of Samosir. And the marketing mix and the service quality had a significant effect on tourists in the Samosir Region through tourist satisfaction.
This study aims to investigate the effect of the marketing mix and service quality on tourist satisfaction and loyalty. The data collection techniques used in this study included interviews and questionnaires to the relevant parties. The technique of data analysis in this study was descriptive and Structural Equation Modelling (SEM). The results showed that the marketing mix had a positive and significant effect on tourists satisfaction. The service quality had a positive and significant effect on tourists satisfaction in the region of Samosir. Marketing mix had a positive and significant effect on tourists loyalty. The service quality had a positive and significant effect on tourists loyalty. Tourist satisfaction had a positive and significant effect on tourists loyalty in the region of Samosir. And the marketing mix and the service quality had a significant effect on tourists in the Samosir Region through tourist satisfaction.
Penelitian memiliki tujuan untuk menganalisis pengaruh motivasi dan iklim organisasi terhadap kinerja dosen dengan Organizational citizenship behavior sebagai variable mediasi pada Dosen Perguruan Tinggi Swasta di Medan. Populasi penelitian adalah seluruh Dosen pada Perguruan Tinggi Swasta (PTS) yang ada di Medan dosen yang memiliki fungsional. Dalam penelitian ini hanya dibatasi pada dosen Dosen yang memiliki jabatan fungsional Asisten Ahli, Lektor dan Lektor Kepala yang berdomisili di Medan. Metode analisis data yang digunakan adalah dengan Model Persamaan Struktural. Hasil penelitian menunjukkan bahwa, motivasi kerja berpengaruh signifikan terhadap organizational citizenship behavior, motivasi kerja berpengaruh signifikan terhadap kinerja dosen, iklim organisasi berpengaruh signifikan terhadap organizational citizenship behavior, iklim organisasi berpengaruh signifikan terhadap kinerja dosen dan organizational citizenship behavior berpengaruh signifikan terhadap kinerja Dosen Perguruan Tinggi Swasta di Medan. Serta motivasi kerja dan iklim organisasi berpengaruh terhadap Kinerja Dosen melalui variabel Organizational Citizenship Behaviour. Oleh karena itu penelitian ini, mendorong pihak Manajemen Perguruan Tinggi Swasta di Medan harus dapat membangun iklim organisasi yang baik dengan menjalin hubungan yang harmonis antara dosen dengan pemimpin maupun dosen dengan dosen lainnya dan pihak Manajemen Perguruan Tinggi dapat meningkatkan motivasi dosen dengan memberikan fasilitas yang nyaman, agar para dosen dalam menjalankan aktivitasnya berjalan dengan baik dan nantinya akan meningkatkan kinerja dosen.
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