Abstract: This research uses quantitative data types. The sampling technique in this study was purposive sampling, with a total sample of 190 respondents. Data collection techniques in the form of distributing questionnaires to tourists PT. Dedy’s Ilham Marina in Bali. The data analysis tool used is PLS ver. 3.0. The results of this study indicate that service quality has a positive significant effect on corporate image and tourist satisfaction, company image has a positive significant effect on tourist satisfaction and loyalty, and tourist satisfaction has a positive significant effect on tourist loyalty. The practical implication of this research is that this research can be used as a model for evaluating strategies at PT. Dedy’s Ilham Marina on service quality, company image, satisfaction, and tourist loyalty. The theoretical implication of this research is that this research can complement the marketing literature and will add new knowledge about evaluating the effect of a variable on other variables based on the strength of the value of the four-variable relationship model (service quality, company image, satisfaction, and tourist loyalty) in the marine services business in the tourism industry at PT. Dedy Ilham Marina and strengthens previous research.
Keywords: tourism, customer satisfaction, customer loyalty.
Title: THE EFFECT OF SERVICE QUALITY, COMPANY IMAGE, AND SATISFACTION TOWARDS TOURIST LOYALTY
Author: Ni Wayan Bella Astika Dewi, Putu Yudi Setiawan
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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