ANALISIS PENGARUH IMAGE DAN EXPERIENTIAL MARKETING TERHADAP CUSTOMER LOYALTY MELALUI TRUST DAN CUSTOMER SATISFACTION PADA ARTTOUR TOUR AND TRAVEL SERVICES DI SURABAYA DAN SIDOARJO

Abstract

Tourism is a fast-growing industry and also prospective to the future. Many emerging companies engaged in tourism. According to Muljadi (2009: 13) there are tourism facilities and infrastructure. Included in tourism facilities include Travel Agents, tourist transport companies, accommodation companies, hotels, restaurants and tourist attractions. Whereas those included in tourism infrastructure include airport, sea-port, land transportation, terminals, stations, telecommunications systems, health services, and security. Of the 180 respondents, most of the ages of ArtTour Tour and Travel Services customers in Surabaya and Sidoarjo were 62.2% or 112 respondents were aged 18-35 years namely generation Y or generation of mellennials (Solomon, 2009) whereas according to Kotler (2008) this age was categorized as age from adulthood which at this age consumers are assumed to be the age that has a high level of lifestyle and high consumption patterns as well. The largest loading value for the overall image is shown by the influence of visitation influence on the overall image, which is 0.330. The next largest loading lamda value is cognitive image which is 0.352; perceived value which is 0.292; and service quality which is 0.207. The discussion in this study includes five research variables, namely: marketing communication, cognitive image, affective image, visitation influence, and overall image. The research discussion is intended to answer the research problem formulation proposed, with a level of significance in accordance with the hypothesis formulated and supported by facts that are accepted or rejected and equipped with explanations. The hypothesis proposed in this study is seven hypotheses. Based on the results of the study indicate that the overall hypothesis proposed is significantly related