Pengaruh Bauran Pemasaran Jasa Terhadap Kepuasan dan Revisit Intention Pengunjung Wisata Alam di Kabupaten Bojonegoro

  • Latifah Anom STIE Cendekia Bojonegoro
  • Abdul Azis Safii Sekolah Tinggi Ilmu Ekonomi Cendekia Bojonegoro
Keywords: service marketing mix, visitor satisfaction, revisit intention, Bojonegoro nature tourism

Abstract

The purpose of this study was to examine the effect of the service marketing mix on tourist satisfaction, and tourist's revisit intention. This study also tries to measure the impact of each service marketing element on the satisfaction and revisit intention of tourists in Bojonegoro nature tourism. A number of existing literatures were reviewed and a structured questionnaire was developed to fill the research gaps. Based on the variables studied, non-probabilistic convenience sampling method was used to collect data from a sample of 250 respondents who visited several natural tourist sites in Bojonegoro. Statistical measurement techniques used for this study were descriptive, regression, ANOVA used and Cronbach alpha to measure the internal consistency of the variables. Data analysis was performed using SPSS 20.0. The results of the analysis found that products, prices, promotions, physical evidence, processes and personnel have an effect on tourist satisfaction, while the place is proven to have no effect on visitor satisfaction. In terms of interest in revisiting, product, price, promotion, physical evidence, and personnel have an effect on revisit intention, while place and process have no effect on revisit intention.

Published
2021-12-31