PENGARUH BUNAKEN BRAND, PROMOSI DAN KUALITAS PELAYANAN TERHADAP KEPUASAN TURIS DOMESTIK DAN ASING DI PROVINSI SULAWESI UTARA

Soehardi Soehardi, Dino Gobel, Bambang Soejatmiko, Mohammad Syofiansur

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Penelitian ini bertujuan untuk mengetahui pengaruh Bunaken brand, promosi pemasaran dan kualitas pelayanan terhadap kepuasan turis domestik dan asing di Provinsi Sulawesi Utara. Metode penelitian yang digunakan adalah metode penelitian kuantitatif dengan analisis uji t, uji F dan multiple linear regression. Populasi dalam penelitian ini adalah seluruh turis domestik dan asing yang berkunjung ke Provinsi Sulawesi Utara dengan menggunakan simple random sampling. Berdasarkan hasil penelitian dengan menggunakan uji t dan uji F diperoleh data sebagai berikut: ada pengaruh yang signifkan Bunaken brand terhadap kepuasan turis domestik dan asing; ada pengaruh yang signifikan promosi pemasaran terhadap kepuasan turis domestik dan asing; ada pengaruh yang signifikan kualitas pelayanan terhadap kepuasan turis domestik dan asing serta ada pengaruh yang signifikan Bunaken brand, promosi pemasaran dan kualitas pelayanan terhadap kepuasan turis domestik dan asing di Provinsi Sulawesi Utara.


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DOI: http://dx.doi.org/10.31599/jmu.v2i1.732

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