Effect of Marketing Mix and Service Quality on Tourist Satisfaction

Muhammad Elfi Azhar; Jufrizen Jufrizen; Muhammad Andi Prayogi; Maya Sari

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Abstract

This study aims to investigate the effect of marketing mix and service quality on tourist satisfaction. The main objective of the study is divided into two sub-objectives: investigating the effect of the marketing mix on tourist satisfaction and investigating the effect of service quality on tourist satisfaction. The population in this study are all tourists visiting the Tourism Destinations in the City of Medan. Sampling using non probability sampling. Sampling of tourists in this research was determined by quota sampling of 200 respondents. Data collection techniques used in this study include interviews and provide questionnaires to the relevant parties. The technique of data analysis in this research is descriptive and multiple regression. The results of the study showed that the marketing mix and service quality variables partially and simultaneously had a significant effect on tourist satisfaction in the Tourist Destinations in the City of Medan

Keywords: Marketing mix, service quality, tourist satisfaction

Author Biography

Muhammad Elfi Azhar, Faculty of Economics and Business, University of Muhammadiyah Sumatra Utara, Medan, Indonesia

How to Cite

Azhar, M. E., Jufrizen, J., Prayogi, M. A., & Sari, M. (2020). Effect of Marketing Mix and Service Quality on Tourist Satisfaction. Proceeding UII-ICABE, 1(1), 133–140. Retrieved from https://journal.uii.ac.id/icabe/article/view/14701

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References

Anderson, E. W., Fornell, C., & Lehmann, D. R. (1994). Customer satisfaction, market share and profitability: Finding from Sweden. Journal of Marketing, 58(3), 53–66. https://doi.org/DOI: 10.2307/1252310
Azhar, M. E., & Jufrizen. (2017). The analysis of the tourist loyalty determinant in the area of Toba Lake. International Journal of Recent Scientific Research, 8(10), 20826–20832.
Azhar, M. E., Jufrizen, Prayogi, M. A., & Sari, M. (2018). The Role of Marketing Mix and Service Quality on Tourist Satisfaction and Loyalty at Samosir. Journal of Tourism, (26).
Bay, S., Gill, P., & Petrizzi, R. (2008). The why of the buy: Consumer behavior and fashion marketing. New York: Fairchild Books.
Cannon, J. P., Perreault, W. D., & McCarthy, E. J. (2009). Pemasaran Dasar-Dasar : Pendekatan Manajerial Global. Jakarta: Salemba Empat.
Canny, I. U. (2013). An Empirical Investigation of Service Quality, Tourist Satisfaction and Future Behavioral Intentions among Domestic Local Tourist at Borobudur Temple. International Journal of Trade, Economics and Finance, 4(2), 86–91.
Chelliah, S. a/l, & Kwon, C. K. (2011). A study of the relationship between marketing mix and customer retention for herbal coffee in Malaysia. In 2nd International Conference on Business and Economic Research (2nd ICBER, 2011) (p. 279).
Daryanto. (2013). Sari Kuliah Manajemen Pemasaran. Bandung: PT Sarana Tutorial Nurani Sejahtera.
Dawi, N. M., Jusoh, A., Streimikis, J., & Mardani, A. (2018). The influence of service quality on customer satisfaction and customer behavioral intentions by moderating role of switching barriers in satellite pay TV market. Economics and Sociology, 11(4), 198–218.
Esmaili, S., Rezaei, N., Abbasi, R., & Eskandari, S. (2017). The Impact of Marketing Mix on Perceived Value, Destination Image and Loyalty of Tourists (Case Study: Khalkhal City, Iran. Modern Applied Science, 11(11), 96–108.
Foster, B. (2016). The Effect of Price and Service Quality on Customer Satisfaction in Mutiara Hotel Bandung. American Research Journal of Humanities and Social Sciences, 2016, 1–12.
Friwati, M. (2012). Upaya Peningkatan Kunjungan Wisatawan Mancanegara di Kota Medan (Studi Kasus pada Dinas Kebudayaan dan Pariwisata Kota Medan). Retrieved from http://repository.usu.ac.id/handle/123456789/34160
Gerson, R. F. (2010). Mengukur Kepuasan Pelanggan: Panduan Menciptakan Pelayanan Bermutu. Jakarta: PPM.
Gultom, D. K. (2017). Pengaruh Bauran Pemasaran Jasa Terhadap Citra Destinasi Dan Kepuasan Wisatawan Serta Implikasinya Terhadap Loyalitas Wisatawan. Jurnal Riset Sains Manajemen, 1(2), 139–150.
Hau, T. C., & Omar, K. (2014). The Impact of Service Quality on Tourist Satisfaction: The Case Study of Rantau Abang Beach as a Turtle Sanctuary Destination. Mediterranean Journal of Social Sciences, 5(23), 1827–1832.
Hidayat, N. C. (2010). Bauran Pemasaran Jasa Sebagai Alat Untuk Meningkatkan Potensi Pariwisata Di Kabupaten Banyuwangi. Jurnal Ilmiah PROGRESSIF, 7(19), 41–52.
Khuong, M. N., & Duyen, H. T. M. (2017). The Effects of Destination Image, Perceived Value and Service Quality on Tourist Return Intention through Destination Satisfaction — A Study in Ho Chi Minh City, Vietnam. International Journal of Innovation, Management and Technology, 8(5), 401–408.
Kotler, P., & Amstrong, G. (2012). Principles of Marketing. New Jersey: Pearson Prentice Hall. Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). New Jersey: Pearson
Education.
Kwok, S. Y., Jusoh, A., & Khalifah, Z. (2016). The influence of Service Quality on Satisfaction:
Does gender really matter? Intangible Capital, 12(2), 444–461.
Laksana, F. (2008). Manajemen Pemasaran. Jakarta: Graha Ilmu.
Lee, H. C., Pan, H. L., & Chung, C. C. (2019). The Study of Destination Image, Service Quality, Satisfaction and Behavioral Intention – an Example of Dapeng Bay National Scenic Area. The International Journal of Organizational Innovation, 11(3), 25–36.
Liu, C.-H., & Yen, L.-C. (2010). The effects of service quality, tourism impact, and tourist satisfaction on tourist choice of leisure farming types. African Journal of Business Management, 4(8), 1529–1545.
Lovelock, C. H., & Wright, L. K. (2007). Manajemen Pemasaran Jasa. Jakarta: PT Indeks.
Lovelock, C. H., & Wright, L. K. (2010). Manajemen Pemasaran Jasa. Jakarta: PT. Indeks. Magatef, S. G. (2015). The Impact of Tourism Marketing Mix Elements on the Satisfaction of
Inbound Tourists to Jordan. International Journal of Business and Social Science, 6(7), 41–58.
Manurung, O. A. (2015). Upaya Dinas kebudayaan dan Pariwisata Kota Medan dalam meningkatkan kunjungan wisatawan di Kota Medan. Retrieved from http://repository.usu.ac.id/handle/123456789/48886
Muala, A. Al, & Qurneh, M. Al. (2012). Assessing the Relationship between Marketing Mix and Loyalty through Tourists Satisfaction in Jordan Curative Tourism. American Academic & Scholarly Research Journal, 4(2).
Mulyana, A., & Prayetno, S. (2018). Determinants of Customer Satisfaction and It’s Implication on Customer Loyalty of Budget Hotel in DKI Jakarta. International Review of Management and Marketing, 8(6), 1–7.
Nurcahyo, R., Fitriyani, A., & Hudda, I. N. (2017). The Influence of Facility and Service Quality towards Customer Satisfaction and Its Impact on Customer Loyalty in Borobudur Hotel in Jakarta. Binus Business Review, 8(1), 23–29.
Oliver, R. L. (2010). Satisfaction: A Behavioral Perpective on The Customer. New York: McGraw-Hill.
Permatasari, Y. Y., Murwani, F. D., & Suharto. (2017). Examining the Structural Relationships of Service Quality, Destination Image, Tourist Satisfaction and Loyalty: An Integrated Approach. International Journal of Academic Research in Business and Social Sciences, 7(6), 367– 378.
Radiman, R., Gunawan, A., Wahyuni, S. F., & Jufrizen, J. (2018). The Effect of Marketing Mix, Service Quality, Islamic Values and Institutional Image on Students’ Satisfaction and Loyalty. Expert Journal of Marketing, 6(2), 95–105.
Rahayu, S. (2015). The Effect of Promotion, Service Quality, Brand Image on the Satisfaction of the Tourists Visiting the City Palembang and the Implication on Their Loyalty to the Visited Resorts. Journal of Business and Economics, 6(4), 770–780.
Rasyid, M. J., Dani, I., & Andriani, B. (2017). The Effect Of Marketing Mix, Image And Service Quality Toward The Domestic Tourism Satisfactionin Bone District. Quest Journals : Journal of Research in Business and Management, 5(4), 69–73.
Ratnasari, R. T., & Aksa, M. (2011). Manajemen Pemasaran Jasa. Bogor: Ghalia Indonesia.
Riduan, Suharyono, Fauzi, A., & Darminto. (2015). The Effect of Tourism Service Quality, Tourist Destination Image and Experience of Tourist towards Tourists Satisfaction, Tourism Word of Mount, Tourist Destination Preferences, and Tourist Destination Loyalty (A Study on Foreign Tourists in Tourist Desti. European Journal of Business and Management, 7(2), 95–103.
Setiawan, H., & Sayuti, A. J. (2017). Effects of Service Quality, Customer Trust and Corporate Image on Customer Satisfaction and Loyalty: An Assessment of Travel Agencies Customer in South Sumatra Indonesia. IOSR Journal of Business and Management (IOSR- JBM), 19(5), 31–40.
Somocor, M. (2017). Marketing Mix and Service Quality (Servqual) Attributes as Determinants of Customer Satisfaction in Selected Three Star Hotels in Davao City. International Journal of Contemporary Applied Researches, 4(6), 134–187.
Sukmadi, Riyad, H., Danurdara, A. B., & Masatip, A. (2014). Service Quality Effect of Satisfaction and the Impact on Tourism Loyalty (The Tourism Survey in Integrated tourist area of Trans Studio Bandung). OSR Journal of Business and Management (IOSR- JBM), 16(11), 1–9.
Sumarwan, U. (2012). Riset Pemasaran dan Konsumen. Bogor: IPB Press.
Supranto, J. (2011). Pengukuran Tingkat Kepuasan Pelanggan Untuk Menaikkan Pangsa Pasar (4th ed.). Jakarta: PT Rineka Cipta.
Tefera, O., & Govender, K. (2015). Hotel Grading, Service Quality, Satisfaction and Loyalty – Proposing a Theoretical Model and Relationship. African Journal of Hospitality, Tourism and Leisure, 4(Special Edition), 1–17.
Teviana, T., Ginting, P., Lubis, A. N., & Gultom, P. (2017). Antecedents of Tourism Destination Image and Customer Satisfaction in Tourism Industry. European Research Studies Journal, XX(3A), 435–445.
Tjiptono, F. (2006). Manajemen Jasa. Yogyakarta: Andi Offset.
Waluyo, W. (2018). The Effect of Tax Service Quality in Promoting Online Tax System in Indonesia. Journal of Applied Economic Sciences, XIII(3(57)), 649–654.
Yamit, Z. (2013). Manajemen Kualitas Produk & Jasa. Yogyakarta: Ekonisia.
Yudananto, W., Remi, S. S., & Muljarijadi, B. (2012). Peranan Sektor Pariwisata Terhadap Perekonomian Daerah di Indonesia (Analisis Interregional Input-Output). Jurnal Ekonomi Universitas Padjajaran, 2(4), 1–12.

References

Anderson, E. W., Fornell, C., & Lehmann, D. R. (1994). Customer satisfaction, market share and profitability: Finding from Sweden. Journal of Marketing, 58(3), 53–66. https://doi.org/DOI: 10.2307/1252310

Azhar, M. E., & Jufrizen. (2017). The analysis of the tourist loyalty determinant in the area of Toba Lake. International Journal of Recent Scientific Research, 8(10), 20826–20832.

Azhar, M. E., Jufrizen, Prayogi, M. A., & Sari, M. (2018). The Role of Marketing Mix and Service Quality on Tourist Satisfaction and Loyalty at Samosir. Journal of Tourism, (26).

Bay, S., Gill, P., & Petrizzi, R. (2008). The why of the buy: Consumer behavior and fashion marketing. New York: Fairchild Books.

Cannon, J. P., Perreault, W. D., & McCarthy, E. J. (2009). Pemasaran Dasar-Dasar : Pendekatan Manajerial Global. Jakarta: Salemba Empat.

Canny, I. U. (2013). An Empirical Investigation of Service Quality, Tourist Satisfaction and Future Behavioral Intentions among Domestic Local Tourist at Borobudur Temple. International Journal of Trade, Economics and Finance, 4(2), 86–91.

Chelliah, S. a/l, & Kwon, C. K. (2011). A study of the relationship between marketing mix and customer retention for herbal coffee in Malaysia. In 2nd International Conference on Business and Economic Research (2nd ICBER, 2011) (p. 279).

Daryanto. (2013). Sari Kuliah Manajemen Pemasaran. Bandung: PT Sarana Tutorial Nurani Sejahtera.

Dawi, N. M., Jusoh, A., Streimikis, J., & Mardani, A. (2018). The influence of service quality on customer satisfaction and customer behavioral intentions by moderating role of switching barriers in satellite pay TV market. Economics and Sociology, 11(4), 198–218.

Esmaili, S., Rezaei, N., Abbasi, R., & Eskandari, S. (2017). The Impact of Marketing Mix on Perceived Value, Destination Image and Loyalty of Tourists (Case Study: Khalkhal City, Iran. Modern Applied Science, 11(11), 96–108.

Foster, B. (2016). The Effect of Price and Service Quality on Customer Satisfaction in Mutiara Hotel Bandung. American Research Journal of Humanities and Social Sciences, 2016, 1–12.

Friwati, M. (2012). Upaya Peningkatan Kunjungan Wisatawan Mancanegara di Kota Medan (Studi Kasus pada Dinas Kebudayaan dan Pariwisata Kota Medan). Retrieved from http://repository.usu.ac.id/handle/123456789/34160

Gerson, R. F. (2010). Mengukur Kepuasan Pelanggan: Panduan Menciptakan Pelayanan Bermutu. Jakarta: PPM.

Gultom, D. K. (2017). Pengaruh Bauran Pemasaran Jasa Terhadap Citra Destinasi Dan Kepuasan Wisatawan Serta Implikasinya Terhadap Loyalitas Wisatawan. Jurnal Riset Sains Manajemen, 1(2), 139–150.

Hau, T. C., & Omar, K. (2014). The Impact of Service Quality on Tourist Satisfaction: The Case Study of Rantau Abang Beach as a Turtle Sanctuary Destination. Mediterranean Journal of Social Sciences, 5(23), 1827–1832.

Hidayat, N. C. (2010). Bauran Pemasaran Jasa Sebagai Alat Untuk Meningkatkan Potensi Pariwisata Di Kabupaten Banyuwangi. Jurnal Ilmiah PROGRESSIF, 7(19), 41–52.

Khuong, M. N., & Duyen, H. T. M. (2017). The Effects of Destination Image, Perceived Value and Service Quality on Tourist Return Intention through Destination Satisfaction — A Study in Ho Chi Minh City, Vietnam. International Journal of Innovation, Management and Technology, 8(5), 401–408.

Kotler, P., & Amstrong, G. (2012). Principles of Marketing. New Jersey: Pearson Prentice Hall. Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). New Jersey: Pearson

Education.

Kwok, S. Y., Jusoh, A., & Khalifah, Z. (2016). The influence of Service Quality on Satisfaction:

Does gender really matter? Intangible Capital, 12(2), 444–461.

Laksana, F. (2008). Manajemen Pemasaran. Jakarta: Graha Ilmu.

Lee, H. C., Pan, H. L., & Chung, C. C. (2019). The Study of Destination Image, Service Quality, Satisfaction and Behavioral Intention – an Example of Dapeng Bay National Scenic Area. The International Journal of Organizational Innovation, 11(3), 25–36.

Liu, C.-H., & Yen, L.-C. (2010). The effects of service quality, tourism impact, and tourist satisfaction on tourist choice of leisure farming types. African Journal of Business Management, 4(8), 1529–1545.

Lovelock, C. H., & Wright, L. K. (2007). Manajemen Pemasaran Jasa. Jakarta: PT Indeks.

Lovelock, C. H., & Wright, L. K. (2010). Manajemen Pemasaran Jasa. Jakarta: PT. Indeks. Magatef, S. G. (2015). The Impact of Tourism Marketing Mix Elements on the Satisfaction of

Inbound Tourists to Jordan. International Journal of Business and Social Science, 6(7), 41–58.

Manurung, O. A. (2015). Upaya Dinas kebudayaan dan Pariwisata Kota Medan dalam meningkatkan kunjungan wisatawan di Kota Medan. Retrieved from http://repository.usu.ac.id/handle/123456789/48886

Muala, A. Al, & Qurneh, M. Al. (2012). Assessing the Relationship between Marketing Mix and Loyalty through Tourists Satisfaction in Jordan Curative Tourism. American Academic & Scholarly Research Journal, 4(2).

Mulyana, A., & Prayetno, S. (2018). Determinants of Customer Satisfaction and It’s Implication on Customer Loyalty of Budget Hotel in DKI Jakarta. International Review of Management and Marketing, 8(6), 1–7.

Nurcahyo, R., Fitriyani, A., & Hudda, I. N. (2017). The Influence of Facility and Service Quality towards Customer Satisfaction and Its Impact on Customer Loyalty in Borobudur Hotel in Jakarta. Binus Business Review, 8(1), 23–29.

Oliver, R. L. (2010). Satisfaction: A Behavioral Perpective on The Customer. New York: McGraw-Hill.

Permatasari, Y. Y., Murwani, F. D., & Suharto. (2017). Examining the Structural Relationships of Service Quality, Destination Image, Tourist Satisfaction and Loyalty: An Integrated Approach. International Journal of Academic Research in Business and Social Sciences, 7(6), 367– 378.

Radiman, R., Gunawan, A., Wahyuni, S. F., & Jufrizen, J. (2018). The Effect of Marketing Mix, Service Quality, Islamic Values and Institutional Image on Students’ Satisfaction and Loyalty. Expert Journal of Marketing, 6(2), 95–105.

Rahayu, S. (2015). The Effect of Promotion, Service Quality, Brand Image on the Satisfaction of the Tourists Visiting the City Palembang and the Implication on Their Loyalty to the Visited Resorts. Journal of Business and Economics, 6(4), 770–780.

Rasyid, M. J., Dani, I., & Andriani, B. (2017). The Effect Of Marketing Mix, Image And Service Quality Toward The Domestic Tourism Satisfactionin Bone District. Quest Journals : Journal of Research in Business and Management, 5(4), 69–73.

Ratnasari, R. T., & Aksa, M. (2011). Manajemen Pemasaran Jasa. Bogor: Ghalia Indonesia.

Riduan, Suharyono, Fauzi, A., & Darminto. (2015). The Effect of Tourism Service Quality, Tourist Destination Image and Experience of Tourist towards Tourists Satisfaction, Tourism Word of Mount, Tourist Destination Preferences, and Tourist Destination Loyalty (A Study on Foreign Tourists in Tourist Desti. European Journal of Business and Management, 7(2), 95–103.

Setiawan, H., & Sayuti, A. J. (2017). Effects of Service Quality, Customer Trust and Corporate Image on Customer Satisfaction and Loyalty: An Assessment of Travel Agencies Customer in South Sumatra Indonesia. IOSR Journal of Business and Management (IOSR- JBM), 19(5), 31–40.

Somocor, M. (2017). Marketing Mix and Service Quality (Servqual) Attributes as Determinants of Customer Satisfaction in Selected Three Star Hotels in Davao City. International Journal of Contemporary Applied Researches, 4(6), 134–187.

Sukmadi, Riyad, H., Danurdara, A. B., & Masatip, A. (2014). Service Quality Effect of Satisfaction and the Impact on Tourism Loyalty (The Tourism Survey in Integrated tourist area of Trans Studio Bandung). OSR Journal of Business and Management (IOSR- JBM), 16(11), 1–9.

Sumarwan, U. (2012). Riset Pemasaran dan Konsumen. Bogor: IPB Press.

Supranto, J. (2011). Pengukuran Tingkat Kepuasan Pelanggan Untuk Menaikkan Pangsa Pasar (4th ed.). Jakarta: PT Rineka Cipta.

Tefera, O., & Govender, K. (2015). Hotel Grading, Service Quality, Satisfaction and Loyalty – Proposing a Theoretical Model and Relationship. African Journal of Hospitality, Tourism and Leisure, 4(Special Edition), 1–17.

Teviana, T., Ginting, P., Lubis, A. N., & Gultom, P. (2017). Antecedents of Tourism Destination Image and Customer Satisfaction in Tourism Industry. European Research Studies Journal, XX(3A), 435–445.

Tjiptono, F. (2006). Manajemen Jasa. Yogyakarta: Andi Offset.

Waluyo, W. (2018). The Effect of Tax Service Quality in Promoting Online Tax System in Indonesia. Journal of Applied Economic Sciences, XIII(3(57)), 649–654.

Yamit, Z. (2013). Manajemen Kualitas Produk & Jasa. Yogyakarta: Ekonisia.

Yudananto, W., Remi, S. S., & Muljarijadi, B. (2012). Peranan Sektor Pariwisata Terhadap Perekonomian Daerah di Indonesia (Analisis Interregional Input-Output). Jurnal Ekonomi Universitas Padjajaran, 2(4), 1–12.

Effect of Marketing Mix and Service Quality on Tourist Satisfaction

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Muhammad Elfi Azhar, Faculty of Economics and Business, University of Muhammadiyah Sumatra Utara, Medan, Indonesia

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