Case Study: Role of Marketing Mix

This research article looks at tourism of Lake Samosir in North Sumatra, Indonesia. The underlying question is whether the implementation of the marketing mix influenced tourism in the area.

6. Conclusion

Based on data analysis and discussion, it can be concluded as follows:

Marketing mix had a positive and significant effect on tourist satisfaction in the Samosir Region. Thus, the better the implementation of marketing mix, the more tourist satisfaction will increase. Similarly, service quality also had a positive and significant effect on tourist satisfaction in the region. Thus, the better service quality is perceived by tourists, the better tourist satisfaction will be.

In addition to tourist satisfaction, marketing mix had a positive and significant effect on tourist loyalty in the Samosir Region. Thus, with the better implementation of marketing mix, tourists loyalty will increase. Similarly, service quality had a positive and significant effect on tourist loyalty in Samosir Region. Thus, with better service quality perceived by tourists, tourist loyalty will be higher.

Tourist satisfaction had a positive and significant effect on tourist loyalty in Samosir Region. Thus, the higher the satisfaction perceived by tourists, the greater their loyalty will be. Marketing mix and service quality had a significant effect on tourists loyalty in Samosir Region through tourist satisfaction.