THE EFFECT OF DESTINATION IMAGE TOURIST FACILITIES AND EXPERIENTIAL MARKETING ON LOYALTY THROUGH VISITOR SATISFACTION TAMAN PINTAR YOGYAKARTA
Bagus Wahyu Setyawibowo, S.AB. (a*), Drs. Wiyadi, M.M., Ph.D (b), Soepatini, S.E., M.Si., Ph.D (c)
a) Magister Management University Muhammadiyah Surakarta, Jl. A. Yani, Mendungan, Pabelan, Kec. Kartasura, Kabupaten Sukoharjo, Central Java 57162, Indonesia
*baguswahyusetya[at]gmail.com
b) Magister Management University Muhammadiyah Surakarta, Jl. A. Yani, Mendungan, Pabelan, Kec. Kartasura, Kabupaten Sukoharjo, Central Java 57162, Indonesia
c. Magister Management University Muhammadiyah Surakarta, Jl. A. Yani, Mendungan, Pabelan, Kec. Kartasura, Kabupaten Sukoharjo, Central Java 57162, Indonesia
Abstract
Abstract This research is motivated by problems related to Destination Imagery, Tourist Facilities, and Taman Pintar Yogyakarta Experimental Marketing. Based on the results of the pre survey, overall Taman Pintar visitors were satisfied with the Taman Pintar but were not loyal to the Taman Pintar due to the large number of tourist attractions in Yogyakarta which according to respondents were more interesting than the Taman Pintar Yogyakarta. This study aims to determine the effect of Destination Image, Tourist Facilities, and Experiental Marketing on Loyalty through the satisfaction of visitors to Taman Pintar Yogyakarta. This research uses quantitative methods with descriptive and causal research types. Sampling was carried out using the method of probability sampling type Accidental Sampling, with a total of 100 respondents. Descriptive analysis techniques and path analysis. The results of the descriptive analysis showed that the variable Destination Image, Tourist Facilities, and Experiental Marketing, Satisfaction and Loyalty were in the good category. The results of the calculation of the multiple linear regression analysis of equation II show that the Destination Image, Tourism Facilities, and Experiental Marketing variables influence the Loyalty variable through the visitor satisfaction variable at Taman Pintar Yogyakarta.
Keywords: Destination image, tourism facilities, experiential marketing, satisfaction, loyalty.
Topic: Marketing