HUBUNGAN KUALITAS PELAYANAN TERHADAP KEPUASAN WISATAWAN SERTA DAMPAKNYA DENGAN LOYALITAS WISATAWAN: STUDI PADA DESA KOTA PARI, KECAMATAN PANTAI CERMIN, KABUPATEN SERDANG BEDAGAI

Abstract

The purpose of this study was to determine the effect of service quality on tourist satisfaction and tourist loyalty in Kota Pari Village tourism, Pantai Cermin District, Serdang Bedagai Regency. This research is descriptive-verificative type. The analytical method used is path analysis using PLS (Partial Least Square) software. The results showed that the quality of service in Kota Pari Village tourism had a significant positive and significant effect on tourist loyalty and tourist satisfaction, Meanwhile, tourist satisfaction in Kota Pari Village tourism had a positive and significant effect on tourist loyalty. In addition, the relationship between all research variables is positive, so the increasing tourist satisfaction will also increase the tourist loyalty, on the contrary, the decreasing tourist satisfaction will have an impact on the decreasing loyalty. This finding has been in accordance with the theory of customer loyalty in marketing books. So that the verification research that has been carried out has succeeded in verifying the loyalty theory in general.