DETERMINANTS OF PRODUCT QUALITY AND PRICE OF SEA PROCESSED FOODS ON TOURIST SATISFACTION AND LOYALTY

Abstract

Souvenirs are an important part of the tourist experience as a representative form of a travel destination. Usually tourists buy food souvenirs to take home as souvenirs to be enjoyed by themselves or as gifts to others. One type of food souvenirs that tourists often buy is processed seafood souvenirs. This study aims to analyze the effect of product quality and price on tourist satisfaction and loyalty in purchasing processed seafood souvenirs. The research method used in this study is the survey method. The sampling method used was purposive sampling with a total sample of 100 tourists. Data analysis used SEM-PLS (Structural Equation Modeling-Partial Least Square) analysis with SmartPLS Version 3.0 software. The results showed that product quality and price directly had a positive and significant effect on the satisfaction and loyalty of tourists who bought processed seafood as souvenirs. However, satisfaction has no significant effect on tourist loyalty. Meanwhile, the research results indirectly product quality and price do not significantly influence loyalty through satisfaction. satisfaction has no significant effect on tourist loyalty. Meanwhile, the research results indirectly product quality and price do not significantly influence loyalty through satisfaction. satisfaction has no significant effect on tourist loyalty. Meanwhile, the research results indirectly product quality and price do not significantly influence loyalty through satisfaction.

Keyword: Product Quality, Price, Satisfaction, Loyalty, Tourists, Seafood Processed Food Souvenirs, SEM-PLS.