The Effect of Marketing Mix and Service Quality on Satisfaction and Revisit Intention to Kampung Coklat, Blitar Regency

Abstract

Marketing mix and service quality are two important aspects that need to be considered by a tourist attraction in order to provide satisfaction to tourists. Tourist satisfaction can be achieved if the products sold are supported by good quality and price of products and services. Satisfaction can also affect the intention of tourists to revisit these tourist attractions. The problem that occurs in educational tourism in Kampung Coklat, Blitar Regency is that some tourists are not satisfied with the elements of the marketing mix and the quality of the services offered. This study aims to analyze the effect of marketing mix and service quality on tourist satisfaction in Kampung Coklat, Blitar Regency, to analyze the effect of marketing mix and service quality on revisit intention to Kampung Coklat, Blitar Regency and to analyze the effect of tourist satisfaction on revisit intention to Kampung Coklat, Blitar Regency. The number of respondents in this study were 100 people who were chosen deliberately with the criteria being at least 17 years old and visiting Kampung Coklat for the first time. The analysis was performed using Structural Equation Modeling (SEM) through the SmartPLS version 3.0 application. The results showed that marketing mix and service quality had a significant effect on tourist satisfaction, marketing mix and service quality had a significant effect on revisit intention, and tourist satisfaction had a significant effect on revisit intention.
 Keywords: Marketing Mix, Service Quality, Satisfaction, Revisit Intention

Pengaruh Service Quality, Price, Tourist Experience Dan Overall Satisfaction Terhadap Revisit Intention Wisatawan Di Kota Batam

“…(Kurnianingrum & Hidayat, 2020) juga berpendapat faktor utama yang mempengaruhi pelanggan untuk berkunjung kembali ke tempat yang sama adalah kepercayaan pelanggan terhadap pelayanan yang memenuhi harapan dan keinginan pelanggan. Dalam penelitian ini penulis menguji hubungan antara kualitas pelayanan (service quality) terhadap niat berkunjung kembali (revisit intention).Dalam penelitian sebelumnya yang telah di uji oleh (Berliansyah & Suroso, 2018;Bichler et al, 2020;Dethan et al, 2020;Gholipour Soleimani & Einolahzadeh, 2018;Jeaheng et al, 2020;Kurnianingrum & Hidayat, 2020;Liu & Lee, 2016). variabel service quality memiliki hasil yang signifikan terhadap revisit intention.…”

“…Pada tabel 14, baris ke-1 menghasilkan nilai 0,009 sehingga dapat disimpulkan variabel service quality berpengaruh secara signifikan terhadap variabel revisit intention. Hasil pengujian hipotesis ini juga memilikil hasil yang sama dengan penelitian terdahulu yaitu (Berliansyah & Suroso, 2018;Bichler et al, 2020;Dethan et al, 2020;Gholipour Soleimani & Einolahzadeh, 2018;Kurnianingrum & Hidayat, 2020). Berdasarkan pemaparan diatas variabel service quality berpengaruh terhadap revisit intention karena pelayanan merupakan sesuatu yang dirasakan oleh wisatawan dengan perasaan, sehingga ketika pelayanan yang di rasakan memenuhi ekspektasi maka akan memungkinkan wisatawan tersebut akan berkunjung kembali ke resort di kota Batam.…”

The Management Model of Sustainable Volunteer Tourism

“…Tourist satisfaction determines the success and sustainability of the tourism industry (Sukiman et al, 20130 and Forozia et al, 2013). Satisfied tourists can decide to repeat (Han et al, 2020, Dethan et al, 2020 and image a tour to others (Pavlic et al, 2011). Tourist satisfaction must be measurable (Pavlic et al, 2011).…”

The role of service quality and marketing mix on customer satisfaction and repurchase intention of SMEs products

“…Meanwhile, consumer management is a type of management that specifically discusses the theory of handling the relationship between companies and consumers with the aim of increasing the value of the company in the eyes of its customers. Meanwhile, According to Dethan et al (2020) management is a process in order to achieve goals by working together through people and other organizational resources.…”

“…Meanwhile, According to Clara et al (2022), Mensah and Mensah (2018) and Dethan et al (2020), service quality is formed by a comparison between the ideal and the perception of the performance dimension of quality. The measurement of service quality by Dlačić et al (2014); Haudi et al (2022) in his explanatory research, explains the service and the factors that determine it.…”