Analisis Hubungan antara Kepuasan Pelanggan, Reputasi, dan Loyalitas di Wisata Religi Sunan Ampel Surabaya
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Institusion
Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya
Author
Ramadhanni, Nadia Putri
Subject
658.8 - MANAGEMENT OF MARKETING
Datestamp
2023-04-28 02:27:58
Abstract :
Religious tourism is a type of tourism related to religious activities to deepen the religious insights of visitors. A tourist spot requires the loyalty of visitors to keep visiting consistently. In obtaining this loyalty, tourist attractions are required to provide satisfaction from the quality of their services and provide adequate facilities, so that the reputation of religious tourism will increase. This study aims to examine the effect of customer satisfaction, reputation, and loyalty on Religious Tourism Sunan Ampel Surabaya. The number of respondents from this study was 260 respondents with the criteria of people who had visited the religious tourism of Sunan Ampel. The sampling technique is using purposive sampling. The analysis technique used to see the effect between the independent variables and the dependent variable is using SEM-PLS (Structural Equation Model-Partial Least Square) using the Smart PLS 3.0 program. The results of this study prove that customer satisfaction has a significant positive effect on loyalty with a significant value of 0.000 < 0.05. Customer satisfaction also has a significant positive effect on reputation with a significant value of 0.000 < 0.05 and reputation has a significant positive effect on loyalty with a significant value of 0.000 < 0.05. Keywords: Customer Satisfaction, Reputation, Loyalty
Religious tourism is a type of tourism related to religious activities to deepen the religious insights of visitors. A tourist spot requires the loyalty of visitors to keep visiting consistently. In obtaining this loyalty, tourist attractions are required to provide satisfaction from the quality of their services and provide adequate facilities, so that the reputation of religious tourism will increase. This study aims to examine the effect of customer satisfaction, reputation, and loyalty on Religious Tourism Sunan Ampel Surabaya. The number of respondents from this study was 260 respondents with the criteria of people who had visited the religious tourism of Sunan Ampel. The sampling technique is using purposive sampling. The analysis technique used to see the effect between the independent variables and the dependent variable is using SEM-PLS (Structural Equation Model-Partial Least Square) using the Smart PLS 3.0 program. The results of this study prove that customer satisfaction has a significant positive effect on loyalty with a significant value of 0.000 < 0.05. Customer satisfaction also has a significant positive effect on reputation with a significant value of 0.000 < 0.05 and reputation has a significant positive effect on loyalty with a significant value of 0.000 < 0.05. Keywords: Customer Satisfaction, Reputation, Loyalty
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