PENGARUH BAURAN PEMASARAN JASA TERHADAP KEPUASAN WISATAWAN BERKUNJUNG KE OBJEK WISATA PANTAI LUMBAN BUL-BUL (STUDI KASUS PANTAI LUMBAN BUL-BUL BALIGE)

Abstract

ABSTRACT

This research aims to analyze the impact of Marketing Mix of Service Toward Tourist Satisfaction That Visited Bul-bul Beach Balige. Data collection using accidental sampling which empasys a sample of 100 from 31 items using Likert Scale standard of measurement. In this research, free variables consist of product, price, promotion, place, promotion, people, process and physical evidence. Bound variable is touris satisfaction. Testing includes test the validity, reliability test and assumptions classic. While the method of data analysis used multiple linear regression.

The result of t test showed that the product (X1), price (X2), promotion (X3), place (X4), people (X5), process (X6) physical evidence (X7) has a significant effect on tourist satisfaction. The results of signification value for each variable, both variables X and variable Y is above the alpha value (0.05), resulting in acceptance of H1 and H0 rejection. The result of F test showed that product (X1), price (X2), promotion (X3), place (X4), people (X5), process (X6) physical evidence (X7) worked together to gave positive and significant contribution on tourist satisfaction. In accordance with a multiple linear regression equation, Y=4,779+0,079X1+0,172X2+0,180X3+0,274X4+0,147X5+0,111X6+0,257X7+ϵ. The result of this research were place (X4) has the highest significant effect to tourist satisfaction.