The Effect of Service Marketing Mix and Service Quality on Domestic Tourist Satisfaction and Loyalty in South Sulawesi

The purpose of the study was to determine (1) the influence of the marketing mix positively and significantly on tourist satisfaction. (2) the influence of service quality positively and significantly on tourist satisfaction (3) the influence of the marketing mix positively and significantly on tourist loyalty. (4) the effect of service quality positively and significantly on tourist loyalty. The data were analyzed by going through the simultaneous modelling stages using the analysis method (Structural Equation Model) / SEM with SPSS and Amos tools. The results showed that (2) the influence given from the service marketing mix variable was 0.264 or 26.4% the contribution to tourist satisfaction in visiting tourist areas in South Sulawesi. (2) the service quality variable has a positive and significant effect on the tourist satisfaction variable. (3) “service quality has a positive and significant effect on tourist satisfaction. The marketing mix on the tourist loyalty variable (X1 Y2) is 0.262 with a regression coefficient of 0.283. (4) the service quality variable has a positive and significant influence on the tourist loyalty variable