| dc.description.abstract | Indonesia has many tourism destinations. Among them, Bali island is the
one of the most popular tourism destination. People come to Bali for many reasons;
there are many beautiful beaches, nature, various kinds of foods from all around
the world including Balinese traditional foods, and also to be exposed with the
Balinese culture. Over the years, Balinese have displayed their artistic
accomplishments – particularly music, dance and drama, often in short and simple
forms for the delight of tourists. While many performances are a part of their
everyday life such as in religious ceremonies, others are performed and designed
for the tourists for their entertainment. There are several places that provide
Balinese dance and music performance for business. Among the cities in Bali, the
city that has most art performance is Ubud city. In order to be able to maintain the
business to the next generation and to be better than the competitors, it needs loyal
customers who are willing to come and watch the performance. In order to get the
customers to be loyal, it needs good quality of performance as well as the facilities
for the customers.
The purpose of this research is to reveal which factors between Operant
Service Quality and Operand Service Quality has the biggest effect on Customer
Loyalty through Customer Engagement and Customer Satisfaction on customers of
Tirta Sari dance and music performance at Balerung stage in Bali, which is aimed
to use 4 variables to identify the Customer Loyalty of customers.
This study uses a quantitative approach to the analysis technique of
Structural Equation Model (SEM) and the AMOS 22.0 software. The questionnaire
distributed to 152 respondents in the sample in which the characteristics of
respondents that consists of men and women in the age range 18-60 years, who have
watched the performance of Tirta Sari at Balerung stage at least twice in 2 years.
The sampling method used in this research that is non - probability sampling.
The results showed that Operant Service Quality variable has significant
positive effect on the Customer Engagement with regression coefficient value of
0.399; Customer Engagement variable has significant positive effect on the
Customer Satisfaction with regression coefficient value of 0.442; Operand Service
Quality variable has significant positive effect on the Customer Satisfaction with
regression coefficient value of 0.400; Operant Service Quality variable has
significant positive effect on the Customer Satisfaction with regression coefficient
value of 0.308; Customer Satisfaction variable has significant positive effect on the
Customer Loyalty with regression coefficient of 0.329; Operand Service Quality
variable has significant positive effect on the Customer Loyalty with regression
coefficient value of 0.375; Customer Engagement variable has significant positive
effect on the Customer Loyalty with regression coefficient value of 0.267; and
Operant Service Quality variable has insignificant positive effect on Customer
Loyalty with regression coefficient value of 0.069 | en_US |
