PENGARUHKUALITAS LAYANAN DAN PROMOSI TERHADAPKEPUASAN SERTA LOYALITAS PENGUNJUNG WANA WISATA TANJUNG PAPUMA JEMBER

Hasaruddin Hasaruddin

Sari


Customer loyalty is the most valuable asset for the company's travel services provider. This is due to the competition in this field is getting tougher. Some previous studies found that improved customer loyalty proven positive effect on improvement of profitability. This study analyzes the effect of quality of service and promotion of customer satisfaction and loyalty, this study uses primary data by sampling in Papuma Jember ecotourism promontory of 160 respondents. The method of analysis used in this study is Structural Equation Modeling (SEM) with AMOS 20.0 program. SEM can explain the complex relationship variables influence directly or indirectly (through intervening variables) of several variables on the other variables. The results showed that the variable Quality of Service dominant positive and significant effect on customer satisfaction, while the promotion variable dominant positive and significant effect on customer loyalty. In addition to the variable quality of service and a significant positive effect on Customer Satisfaction, Promotion variable positive and significant effect on customer loyalty and customer satisfaction variable positive and significant effect on customer loyalty.
Keyword : quality of service, promotions, satisfactions and loyalty

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