THE EFFECT OF TASTE AND IMAGE OF TOURISM DESTINATIONS ON CUSTOMER SATISFACTION AND LOYALTY (Study at Warung Bu Sari, the Tourist Destination of Gubug Serut)
Keywords:
Taste, Tourism Destination Image, Customer satisfaction, Customer loyaltyAbstract
The purpose of this study was to analyze the effect of the taste and image of a tourist destination on customer satisfaction and loyalty at Warung Bu Sari in Semarang City . The sample in this study were 112 customers of Warung Bu Sari in Semarang City . Determination of the sample in this study using purposive sampling . The analysis tool used is multiple linear regression analysis and Sobel Test. The results of the analysis can be concluded that: taste has a positive effect on customer satisfaction . Destination image has a positive effect on customer satisfaction. Taste has a positive effect on customer loyalty. Destination image has a positive effect on customer loyalty. Customer satisfaction has a positive effect on customer loyalty.
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