JBMR: Journal of Business and Management Review
Vol. 2 No. 12 (2021): (Issue-December)

The Influence Of Marketing Communications On Loyalty Through Satisfaction

Ahmad Fadli (Master of Management Study Program, Universitas Mahkota Tricom Unggul, Batam, Indonesia)
Fiqrida Amalia (Master of Management Study Program, Universitas Mahkota Tricom Unggul, Batam, Indonesia)
Emma Novirsari (Master of Management Study Program, Universitas Mahkota Tricom Unggul, Batam Indonesia)
Ratih Amelia (Politeknik Unggul LP3M, Medan, Indonesia)
Muhammad Fathoni (Politeknik Unggul LP3M, Medan, Indonesia)

Article Info

Publish Date
28 Dec 2021

Abstract

The main objective of this study is to determine the role of satisfaction in mediating marketing communications on visitor loyalty in Lake Toba. The target population and sample in this study were the visitors to Lake Toba who were selected by accidental sampling as many as 125 people. Path analysis in this study was chosen to see the direct and indirect role of satisfaction in mediating marketing communications on loyalty. The results of study 1) direct marketing communication has a positive and significant effect on visitor satisfaction at Lake Toba, 2) directly marketing communication does not affect visitor loyalty in Lake Toba. 3) Satisfaction directly has a positive and significant effect on visitor satisfaction at Lake Toba. 4) indirectly, satisfaction has a role in mediating marketing communication on visitor loyalty in Lake Toba

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Journal Info
JBMR: Journal of Business and Management Review
Website

Abbrev

jbmr

Publisher

Profesional Muda Cendekia

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

Description

Journal of Business and Management Review applies theory developed from business research to actual business situations. Recognizing the intricate relationships between the many areas of business activity, JBMR examines a wide variety of business decisions, processes and activities within the actual ...