BUS602: Marketing Management

Based on the results of factor analysis, presented in the previous chapter, the variables which affect tourist loyalty to Samosir are marketing mix, service quality, and tourist satisfactions. The following are the linkages between variables, namely: 

a) Marketing Mix Effects on Tourist Satisfactions 

The results of the study showed that marketing mix has a positive and significant effect on tourist satisfactions in Samosir Region. The results of this study indicate that good implementation of marketing mix will increase tourist satisfaction. Conversely, weak implementation of marketing mix results in tourist dissatisfaction. 

According to Oliver, loyalty is the commitment of customers to stay in depth to re-subscribe or re-purchase selected products or services consistently in the future, even though the influence of the situation and marketing efforts has the potential to cause behavior change. Empirically, the findings of this study supporting the study that was conducted by Rasyid et al., Teviana et al., Ismail et al., and Gultom which showed that marketing mix had an effect on tourist satisfactions. Meanwhile, the results of the study by Al Muala and Al Qurneh concluded that products had a significant effect on tourist satisfactions, while prices, people, and processes had no significant effect on tourist satisfactions. The results of the study by Megatef concluded that all elements of the marketing mix had a very strong effect on tourist satisfactions. 

b) Service Quality Effects on Tourist Satisfactions 

The results of the study showed that service quality has a positive and significant effect on tourist satisfactions in Samosir Region. The results of this study indicate that a better implementation of service quality will increase tourist satisfaction. Conversely, with weak implementation of service quality results in tourist dissatisfaction. 

A successful marketing program can be seen from its ability to satisfy the wants and needs of consumers. The combination of marketing mix elements was created to be able to meet customer satisfaction together. Previous research shows a variety of findings where not all marketing mix elements always affect satisfaction. 

Empirically, the findings of this study support the study that was conducted by Rasyid et al., concluded that service quality had a significant effect on tourist satisfaction. The results of this study also reinforce the results of previous study conducted by Setiawan and Sayuti, Adinegara et al., Tefera & Govender who concluded that service quality had an effect on tourist satisfactions. 

c) Marketing Mix Effects on Tourists Loyalty 

Based on the results of the study, marketing mix has a positive and significant effect on tourists loyalty in Samosir Region. The results of this study indicate that a better implementation of marketing mix will increase tourist loyalty. Conversely, if the weak implementation of marketing mix, the tourists will be not loyal. Griffin stated his opinion about consumer loyalty is a concept of loyalty more towards behavior (behavior) compared to attitude (attitude) and a loyal consumer will show purchasing behavior that is defined as regular buyers and shown all the time by several decision-making units. 

Empirically, the findings of this study support the study that was conducted by Azhar and Jufrizen, and Gultom who concluded that marketing mix had an effect on tourist loyalty. Meanwhile, the results of the study by Al Muala and Al Qurneh concluded that products had a significant effect on tourist loyalty, while prices, people, and processes had no significant effect on tourists loyalty. Esmaili et al. who concluded that prices, physical evidence, and distribution had an effect on tourist loyalty. 

d) Service Quality Effects on Tourists Loyalty 

The results of the study showed that service quality has a positive and significant effect on tourist loyalty in Samosir Region. The results of this study means that if the better implementation of service quality, it will increase tourists loyalty. Conversely, if service quality is weak, tourists will be not loyal. 

This research is in line with research conducted by Mohammed: that many organizations have realized that maintaining excellence depends on obtaining customer loyalty, because service quality is the material needed to convince customers to choose an organization over others. 

Achieving a high level of quality service provided is the importance of loyal customers. Providing high-quality services is considered the most effective way to ensure the superiority of hospitality services over its competitors by maintaining customer loyalty. The results of this study reinforce the results of previous study conducted by Setiawan and Sayuti, Azhar and Jufrizen, Tefera and Govender who concluded that service quality had an effect on tourists loyalty. 

e) Satisfaction Effects on Tourist Loyalty  

The results of the study showed that satisfaction had a positive and significant effect on tourist loyalty in Samosir Region. The results of this study means that if the better implementation of satisfactions, it will increase tourists loyalty. Conversely, satisfaction being weakly implemented will lead to tourists not being loyal. Bowen and Chen state that customer satisfaction is closely related to customer loyalty, where satisfied customers will become loyal customers. 

Loyal customers are a powerful marketing force for the company, providing recommendations and positive information to other prospective customers. The results of this study reinforce the results of previous study conducted by Setiawan and Sayuti, Teviana et al., Azhar and Jufrizen, Mohamad et al., Tefera and Govender, Suwunniponth and Gultom who concluded that tourist satisfactions had an effect on tourists loyalty. 

• The Mediation Role of Tourist Satisfaction on the Effect of Marketing Mix and Service Quality on Tourist Loyalty. Based on the testing of mediation variables, it is evident that the tourist satisfaction variable acts as an intervening variable for the effect of exogenous variables on the marketing mix and service quality on tourist loyalty. The test results show that to increase tourist loyalty, the determining factor is tourist satisfaction, service quality and marketing mix. Loyal consumers are consumers who have a behavior that supports a company, have a commitment to buy back the company's products or services and recommend products or services to other parties so that it can be said to be an extraordinary marketing tool for the company. They can provide recommendations and spread word-of-mouth that are positive about the company, can increase sales by buying other products from the company and will buy these products more often and only require a smaller cost to satisfy them because they already know the product and require less information about the product. This is in accordance with the results of research conducted by Azhar and Jufrizen, and Gultom, Al Muala and Al Qurneh, Setiawan and Sayuti, Tefera and Govender, Teviana et al., Mohamad et al., and Suwunniponth.