Influence of Service Quality, Innovation, Price, Promotion on Customer Satisfaction and Customer Loyalty

Yuliana Hapsari (), Usep Suhud and Saparuddin Mukhtar
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Yuliana Hapsari: Jakarta State University, Jakarta, Indonesia
Usep Suhud: Jakarta State University, Jakarta, Indonesia
Saparuddin Mukhtar: Jakarta State University, Jakarta, Indonesia

Oblik i finansi, 2021, issue 3, 125-134

Abstract: Tired of the Covid-19 pandemic, many people are in a dilemma and confused about where to go on vacation; besides, people are still considering going to the desired tourist attractions. In such conditions, public interest in theme parks is growing. The purpose of this study is to determine the effect of service quality, innovation, price, promotion on customer satisfaction. In this study, customer satisfaction is considered as the intervening variable that has an impact on customer loyalty. The object of study is Ancol Dreamland Park - a top-rated theme park for traveling in Jakarta (Indonesia). Participants in this study were visitors who had come to the Ancol Dreamland Park during the Covid-19 pandemic more than once, were 17 years old and over, and were domiciled in Greater Jakarta. The sample consisted of 200 respondents: 101 females (50.5%) and 99 males (49.5%). The research methodology is based on the use of the quantitative method and causal research. For data analysis, the authors use the SEM (Structural Equation Model), SPSS (Statistical Program for Social Science), and Amos 26 software. The results of this study show that service quality, innovation, price perception, promotion have a significant positive effect on customer satisfaction. Along with this, customer satisfaction has a significant positive effect on customer loyalty. So, the increase in customer satisfaction leads to an increase in customer loyalty, although this increase may not be felt immediately. However, customer satisfaction is a good strategy for the future, because customers will want to visit this theme park again and share their positive feedback with other people. These findings should guide the management of such amusement parks to improve the quality of services. In particular, the quality of service can be improved by paying attention to cleanliness, health, and visitor safety, which are very much needed during this COVID-19 pandemic.

Keywords: service quality; innovation; price; promotion; customer satisfaction; customer loyalty; theme park (search for similar items in EconPapers)
JEL-codes: M30 (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:iaf:journl:y:2021:i:3:p:125-134

DOI: 10.33146/2307-9878-2021-3(93)-125-134

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