BUS602: Marketing Management

As explained in the previous chapter, there are 5 hypotheses in this study. Hypothesis testing analysis is carried out with a significance level of 5%, resulting in a critical t-value of ± 1.96. The hypothesis is accepted if the t-value obtained ≥ 1.96, while hypothesis is not supported if the t-value obtained < 1.96. The following is a table of hypothesis testing to answer the overall questions of the study:

Table 2: Hypothesis Testing of Research Model Based on table 2 above which contains the conclusion of the hypothesis model results, it can be concluded as follows:

a) Marketing Mix has a positive effect on Tourist Satisfactions

 Based on data processing results of the structural model, the output of t-value is 3.78. The result of t-value shown is greater than 1.96, so it can be concluded that the variable of marketing mix has a significant positive effect on tourist satisfactions. Thus, hypothesis 1 can be accepted and it can be concluded that the higher marketing mix perceived, the higher tourist satisfactions will be.

b) Service Quality has a positive effect on Tourist Satisfactions

Based on data processing results of the structural model, the output of t-value is 5.94. The result of t-value shown is greater than 1.96, so it can be concluded that the variable of service quality has a significant positive effect on tourist satisfactions. Thus, it can be concluded that the higher service quality perceived, the higher tourist satisfactions will be.

c) Marketing Mix has a positive effect on Tourists Loyalty

Based on data processing results of the structural model, the output of t-value is 4.19. The result of t-value shown is greater than 1.96, so it can be concluded that the variable of marketing mix has a significant positive effect on tourists loyalty. Thus, it can be concluded that the higher marketing mix perceived, the higher tourist loyalty will be.

d) Service Quality has a positive effect on Tourists Loyalty

 Based on data processing results of the structural model, the output of t-value is 3.23. The result of t-value shown is greater than 1.96, so it can be concluded that the variable of service quality has a significant positive effect on tourists loyalty. Thus, it can be concluded that the higher the perceived service quality, the higher tourist loyalty will be.

e) Satisfactions has a positive effect on Tourists Loyalty

 Based on data processing results of the structural model, the output of t-value is 3.16. The result of t-value shown is greater than 1.96, so it can be concluded that the variable of satisfactions has a significant positive effect on tourists loyalty. Thus, it can be concluded that with higher perceived satisfaction comes higher tourist loyalty.

Hypothesis Testing Of Mediation (Indirect Effects) 

 As explained in the previous chapter, in this study there are two moderation hypotheses by Tourist Satisfaction variables. Hypothesis testing analysis is carried out with a significance level of 5%, resulting in a critical t-value of ± 1.96. The hypothesis is accepted if the t-value obtained ≥ 1.96, while hypothesis is not supported if the t-value obtained < 1.96. 

  The following is a table of testing hypotheses to answer indirect influences. 

Table 3. Testing of Indirect Influence Hypotheses 

Based on the results of the LISREL output above, the data from the structural model, obtained the output of t-value (line 3), in the result showed that the variables of tourists satisfaction can mediate the effect between the variable of marketing mix and service quality that has an indirect effect on tourists loyalty. This can be seen from t-count value is greater than 1.96 i.e. 2.50 and 3.00.