Pengaruh Paket Produk dan Kualitas Pelayanan Terhadap Kepuasan Jamaah Di PT. Sela Express Tour Pekanbaru

Nengsih, Ria Wahyu (2021) Pengaruh Paket Produk dan Kualitas Pelayanan Terhadap Kepuasan Jamaah Di PT. Sela Express Tour Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

This study is motivated by the fluctuation of the number of Umrah and Hajj pilgrims (customers) in a growing travel agency bussiness, that is the Sela Express Tour Ltd. in Pekanbaru city. The aim of this study is to investigate the marketing mix of product packages and service quality on customer satisfaction of Sela Express Tour Ltd. in Pekanbaru city. The type of this study is field research with the method of causality. The data sources of this study consist of primary data and secondary data. The population of this study is the number of Umrah pilgrims of Sela Express Tour Ltd. in 2019 as many as 2,378 people and the Hajj pilgrims as many as 156 people. The sampling technique used is simple random sampling and the data collection techniques used are questionnaires and documentation. In analyzing the causality data, it is used multiple linear with the calculation performed by SPSS for Windows version 23. The results of this study show that there is a significant relationship of the marketing mix of product packages and service quality on the customer satisfaction of Sela Express Tour Ltd., it is known that t-count of X1 (2,047) is greater than t-table (1,671) while the t-count of X2 (8,016) is greater than t-table (1,672). It means the product packages and service quality influence the increasing number of customers (pilgirms). In conclusion, the marketing mix of product packages and service quality on customer satisfaction has a strong relationship. Keywords: Product Package, Service Quality, Satisfaction.

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