International Journal of Management and Commerce Innovations ISSN 2348-7585 (Online) Vol. 7, Issue 2, pp: (554-558), Month: October 2019 - March 2020, Available at: www.researchpublish.com
THE EFFECT OF SERVICE QUALITY, COMPANY IMAGE, AND SATISFACTION TOWARDS TOURIST LOYALTY Ni Wayan Bella Astika Dewi1, Putu Yudi Setiawan2 1,2 1,2
Faculty of Economics and Business
Udayana University, Bali, Indonesia
Abstract: This research uses quantitative data types. The sampling technique in this study was purposive sampling, with a total sample of 190 respondents. Data collection techniques in the form of distributing questionnaires to tourists PT. Dedy’s Ilham Marina in Bali. The data analysis tool used is PLS ver. 3.0. The results of this study indicate that service quality has a positive significant effect on corporate image and tourist satisfaction, company image has a positive significant effect on tourist satisfaction and loyalty, and tourist satisfaction has a positive significant effect on tourist loyalty. The practical implication of this research is that this research can be used as a model for evaluating strategies at PT. Dedy’s Ilham Marina on service quality, company image, satisfaction, and tourist loyalty. The theoretical implication of this research is that this research can complement the marketing literature and will add new knowledge about evaluating the effect of a variable on other variables based on the strength of the value of the four-variable relationship model (service quality, company image, satisfaction, and tourist loyalty) in the marine services business in the tourism industry at PT. Dedy Ilham Marina and strengthens previous research. Keywords: tourism, customer satisfaction, customer loyalty.
I. INTRODUCTION Tourism is a very important place in the economic development of a region both in social and cultural fields. The main factors in the organization and development of tourism include attractions, facilities, transportation, and hospitality (Roberto, 2019). The main factors in the organization and development of tourism include attractions, facilities, transportation, and hospitality (Roberto, 2019). The types of tourism in Bali based on potential complementarity and tourism motives are cultural tourism, convention tourism, spiritual tourism, nature tourism and agricultural tourism (Nuryasa et al, 2017). The increasing number of tourist arrivals coming to Bali is not always followed by an increase in tourists visiting several tourist attraction areas, one of which is the watersports tourist attraction area of PT Dedy’s Ilham Marina, located in Tanjung Benoa. The decline in the number of tourist arrivals visiting PT Dedy's Ilham Marina is caused by several things, one of which is thought to be the cause is the quality of service provided by the company as seen from one of the indicators used as a measure in this study, which is found in the dimensions of physical evidence (tangible) where PT Dedy's Ilham is a watersports company that has been established since 2002, it can be said that the company is quite long when compared to its competitors who have just opened a business in this field. Of course in terms of building infrastructure and facilities inferior to competitors. Another thing that is thought to cause a decrease in the number of tourists is from external factors where in 2018 the Governor of Bali issued a policy of stopping Chinese tourists coming to Bali. This greatly influences the number of Chinese tourists coming to Bali given the market of the watersport in Tanjung Benoa, especially at PT Dedy’s Ilham Marina, is a Chinese tourist. Quality starts from customer needs and thinks on customer perception [7]. The quality of employee services becomes one of the things that is important to the company's image, good or bad a company's image depends on how employees serve their customers (Kennedy, 2013). At the company level, corporate image is defined as the perception of an organization
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