E-Journal of Tourism Vol.7. No.2. (2020): 323-348 http://ojs.unud.ac.id/index.php/eot 323 e-ISSN: 2407-392X. p-ISSN: 2541-0857 The Effect of Marketing Mix and Service Quality on Satisfaction and Revisit Intention to Kampung Coklat, Blitar Regency Antonietta Gizela Dethan1, I Gusti Ayu Oka Suryawardani2 and Agung Suryawan Wiranatha2 1Master Program in Tourism, Udayana University 2Center of Excellence in Tourism, Udayana University Corresponding Author: anet.dethan@gmail.com ARTICLE INFO Received 28 August 2020 Accepted 10 September 2020 Available online 30 September 2020 ABSTRACT Marketing mix and service quality are two important aspects that need to be considered by a tourist attraction in order to provide satisfaction to tourists. Tourist satisfaction can be achieved if the products sold are supported by good quality and price of products and services. Satisfaction can also affect the intention of tourists to revisit these tourist attractions. The problem that occurs in educational tourism in Kampung Coklat, Blitar Regency is that some tourists are not satisfied with the elements of the marketing mix and the quality of the services offered. This study aims to analyze the effect of marketing mix and service quality on tourist satisfaction in Kampung Coklat, Blitar Regency, to analyze the effect of marketing mix and service quality on revisit intention to Kampung Coklat, Blitar Regency and to analyze the effect of tourist satisfaction on revisit intention to Kampung Coklat, Blitar Regency. The number of respondents in this study were 100 people who were chosen deliberately with the criteria being at least 17 years old and visiting Kampung Coklat for the first time. The analysis was performed using Structural Equation Modeling (SEM) through the SmartPLS version 3.0 application. The results showed that marketing mix and service quality had a significant effect on tourist satisfaction, marketing mix and service quality had a significant effect on revisit intention, and tourist satisfaction had a significant effect on revisit intention. Keywords: Marketing Mix, Service Quality, Satisfaction, Revisit Intention E-Journal of Tourism Vol.7. No.2. (2020): 323-348 http://ojs.unud.ac.id/index.php/eot 324 e-ISSN: 2407-392X. p-ISSN: 2541-0857 INTRODUCTION One of the famous tourist attractions in Blitar Regency is Kampung Coklat. This educational tour is located in Plosorejo Village, Kademangan District, Blitar Regency. Initially Kampung Coklat was a 750 m2 area of cocoa plantation owned by Kholid Mustafa's family which later became a new tourist attraction in Blitar Regency. The concept of this new tourist attraction is cocoa educational tour and was officially opened in August 2014. This concept is a distinct advantage among other tourist attractions in Kademangan District. After the opening of Kampung Coklat, the number of tourist visits tends to continue to increase even though in 2016 it experienced a decline due to the emergence of various new tourist attractions in Blitar Regency. In order to increase the number of return visits in the following year, the management of the Kampung Coklat educational tour carried out the promotion, development and expansion of land. Irawan (2002) describes several driving factors of customer satisfaction, namely service quality, product quality, emotional factors and the ease of obtaining products or services. Furthermore, Lupiyoadi (2001) stated that service quality is a determining factor for the success and quality of a company. Although in 2017 and 2018 the number of visits to educational tourism in Kampung Coklat has increased significantly, there are still complaints that tourists feel while in this tourist attraction. Complaints about the quality of service that tourists feel include some employees being unfriendly and polite, the unavailability of packaging and delivery services directly from Kampung Coklat, cleanliness of toilets, parking areas and chocolate galleries are too crowded, especially during the holiday season. In addition to service quality, customer satisfaction can be achieved if the company is able to sell products with good quality and affordable prices. Therefore, price and product are important aspects in the marketing mix that companies must pay attention to. The fact is that tourists are not satisfied with the price of processed cocoa products which are classified as expensive but do not match the good quality of the product. Some tourists argue that the processed cocoa products for educational tours of Kampung Coklat are less innovative and creative and lack authentic and delicious taste. Revisit intention is defined as an encouragement for someone to return to a destination that has been previously visited (Nuraeni, 2014). Crompton (1992) explains that there is a relationship between satisfaction and revisit intention to a destination. Crompton's statement is supported by Ahmad, et.al (2011), namely if tourists E-Journal of Tourism Vol.7. No.2. (2020): 323-348 http://ojs.unud.ac.id/index.php/eot 325 e-ISSN: 2407-392X. p-ISSN: 2541-0857 have the intention to revisit it is very likely that someone will recommend a tourist attraction to others. The urgency of this study is to analyze the effect of the marketing mix and service quality on tourist satisfaction and revisit intention to educational tourism in Kampung Coklat, Blitar Regency. The results of the study are expected to be used as consideration for the educational tourism management of Kampung Coklat in understanding the needs and desires of tourists as well as recommendations to increase the number of tourist visits to Kampung Coklat in Blitar Regency. Research Purposes This research aims to: 1. Analyzing the effect of marketing mix and service quality on tourist satisfaction in Kampung Coklat, Blitar Regency. 2. Analyzing the effect of the marketing mix and service quality on revisit intention to Kampung Coklat, Blitar Regency. 3. Analyzing the effect of tourist satisfaction on the revisit intention to Kampung Coklat, Blitar Regency. LITERATURE REVIEW Previous Research Suryawardani and Wiranatha (2018) conducted a research on tourist behavior based on Theory Planned Behavior to evaluate marketing strategies at the Sanur village festival. The conclusion of the study is that visiting intention is significantly influenced by attitudes toward behavior and perceived behavior control, plan to revisit (actual behavior) is significantly influenced by behavioral intention and perceived behavior control. Suryawardani (2018) examines the effect of service quality (physical evidence, reliability, responsiveness, assurance, and empathy) on tourist satisfaction in Pulina Bali Agro-tourism. This research results in service quality (physical evidence, reliability, responsiveness, assurance and empathy) which has a significant effect on tourist satisfaction and tourist satisfaction has a significant effect on the revisit intention of tourists to Pulina Bali Agro- tourism. Suryawardani, et.al (2019) examined the effect of service quality on revisit intention through tourist satisfaction in Sasak Sade Village, Lombok. Suryawardani, et.al (2019) found that service quality has a significant effect on tourist satisfaction, tourist satisfaction has a significant effect on revisit intention, E-Journal of Tourism Vol.7. No.2. (2020): 323-348 http://ojs.unud.ac.id/index.php/eot 326 e-ISSN: 2407-392X. p-ISSN: 2541-0857 service quality has a significant effect on revisit intention to Sasak Sade Lombok Village. Suryawardani, et.al (2019) examined the influence of tourist motivation on revisit intention in traditional villages with the results that push and pull factors have a significant effect on tourist satisfaction, satisfaction has a significant effect on revisit intention, driving factors have no significant effect on revisit intention while pull factors have a significant effect on tourist satisfaction. Suryawardani and Wiranatha (2019) examined the role of motivation and trust for golf tourist loyalty in Bali. This study proves that intrinsic and extrinsic motivation has a positive effect on tourist trust, motivation affects the level of tourist loyalty through the variable of trust as a mediating variable, tourist trust has a significant effect on loyalty. Wiranatha and Suryawardani (2018) examined the loyalty of foreign tourists to cultural and historical heritage tourism in Bali and found that the variables that affect tourist satisfaction are intrinsic, extrinsic motivation and trust. Suryawardani and Wiranatha (2017) found that intrinsic and extrinsic motivation has a significant effect on the loyalty of foreign tourists as natural tourism visitors mediated by tourist satisfaction. Wiranatha and Suryawardani (2016) examined the loyalty of foreign tourists to marine tourism in Bali and found that intrinsic motivation has a significant effect on tourist confidence in diving, extrinsic motivation has a significant effect on satisfaction. In addition, tourist satisfaction in carrying out diving activities has a positive effect on loyalty in carrying out further activities. Mahadewi (2018) conducted research on the effect of marketing mix and service quality on revisit intention through satisfaction with the results of the marketing mix having a significant negative effect on tourist satisfaction. Service quality has a significant positive effect on tourist satisfaction at the Grand Watu Dodol destination, marketing mix has a significant positive effect on revisit intention, service quality has a significant positive effect on revisit intention and tourist satisfaction has a significant negative effect on revisit intention. Marketing Mix Kismono (2001) explains that the marketing mix is a combination of variables or activities that are the core of marketing which consists of product, price, promotion and distribution strategies. Foster quoted by Subagyo (2010) marketing mix is a term that describes all elements of marketing and production factors that are deployed to achieve company goals. According to McDaniel and Gates (2001) marketing mix is a unique mix of products or services, E-Journal of Tourism Vol.7. No.2. (2020): 323-348 http://ojs.unud.ac.id/index.php/eot 327 e-ISSN: 2407-392X. p-ISSN: 2541-0857 pricing, promotion, offering and distribution, designed to meet consumer needs. Kotler and Armstrong (2008) classify the marketing mix into 4Ps, namely product, price, promotion and place. Quality of Service Tjiptono (2007) states that service quality is an effort to meet the needs and desires of consumers and the accuracy of their delivery in balancing consumer expectations. Zeithaml (in Umar, 2000) describes five dimensions of service quality, namely: 1. Reliability is the company's ability to provide services as promised accurately and reliably 2. Responsiveness is the responsiveness of employees to assist and provide prompt and accurate services by delivering clear information to customers. 3. Assurance is the manners, abilities, and knowledge of employees to instill customer trust. Assurance consists of competence, credibility, courtesy, and security 4. Empathy is individual attention in order to understand customer wants and needs. Empathy consists of access, communication and understanding of customers 5. Tangibles or physical evidence, namely the company's ability to show its existence to external parties. Satisfaction Satisfaction can be said as an effort to fulfill something or make something adequate (Tjiptono and Chandra, 2011). Customer satisfaction is the level of a person's feelings after comparing the perceived results with their expectations (Kotler and Armstrong, 2001). Some of the driving factors for customer satisfaction according to Irawan (2002) include product quality, service quality, emotional factors and the ease of obtaining a product or service. Tjiptono (2005) explains that there are four methods that can be used to measure customer satisfaction, namely 1) complaint and suggestion systems, 2) ghost shopping, 3) lost customer analysis and 4) customer satisfaction surveys. Customer satisfaction surveys can be conducted in four ways, namely 1) directly reported satisfaction (measuring satisfaction using specific items that directly state the level of customer satisfaction), 2) derived satisfaction (questions asked related to customer expectations of products and customer perceptions of actual performance) products), 3) problem analysis (respondents are asked to disclose the problems they face related to the product or service and E-Journal of Tourism Vol.7. No.2. (2020): 323-348 http://ojs.unud.ac.id/index.php/eot 328 e-ISSN: 2407-392X. p-ISSN: 2541-0857 suggestions for improvement) and 4) the importance of performance analysis (respondents are asked to rate the importance of various relevant attributes and the level of company work on each attribute). Revisit Intention Petrick, et.al (2001) explained that revisit intention is the desire to travel in the future and is influenced by consumer attitudes towards the past. According to Miller (in Basiya and Rozak, 2012) revisit intention is the mental state of a person who plans to take certain actions for a certain period of time. Nuraeni (2014) defines revisit intention as an encouragement for someone to revisit to a destination that has been visited before. The main factor determining tourists will revisit a destination is the experience and satisfaction obtained while in that destination (Choo & Petrick, 2014; Petrick, et.al, 2001; Ranjbarian & Pool. 2015; Um et.al, 2006). Crompton (1992) explains that there is a relationship between satisfaction and revisit intention to a destination. RESEARCH METHODS Site and Time of Research The research site was carried out in the educational tour of Kampung Coklat, which is located at Jalan Banteng Blorok No. 18 Plosorejo Village, Kademangan District, Blitar Regency. The time for conducting this research was for two months, namely January to February 2020. Population and Research Sample The population of this study was the number of tourist visits in Kampung Coklat, Blitar Regency in 2018, namely 761,666 people. This study uses purposive sampling technique, namely the technique of determining respondents with certain considerations, in which respondents were selected with terms relevant to the research method (Sugiyono, 2009). Domestic tourists who were used as respondents in this study were selected by applying the criteria of being at least 17 years old and visiting Kampung Coklat, Blitar Regency for the first time. Hair, et.al (2010) explains that the sample size is at least 50 and the total sample is 5 to 10 indicators. Therefore, the number of samples is determined using five times the number of research indicators, namely 5 x 20 indicators = 100 samples. Thus, the number of samples used in this study was 100 respondents. Research Variables and Indicators Research variables and indicators can be seen in Table 1 below. E-Journal of Tourism Vol.7. No.2. (2020): 323-348 http://ojs.unud.ac.id/index.php/eot 329 e-ISSN: 2407-392X. p-ISSN: 2541-0857 Table 1. Variables and Indicators of Research Variable Indicator Code Total Source Marketing Mix (X1) The location of Kampung Coklat is easy to reach X1.1 5 Kotler dan Amstrong (2008); Tjiptono (2005); Chandra (2002); Mahadewi (2018); Ananda et.al (2013); Laksana (2008); Nurapriani (2015) The price of admission to Kampung Coklat is affordable X1.2 Kampung Coklat advertisement on social media is interesting and informative X1.3 There are directions to Kampung Coklat which are easily seen X1.4 Tour packages are available to learn about the process of making processed chocolate X1.5 Quality of Service (X2) Employees understand the needs of tourists X2.1 6 Suryani (2017); Priyanto (2018); Suryawardani (2018); Parasuraman, et.al (1988); Mahadewi (2018); Umar (2000) Toilet hygiene is well maintained X2.2 The employees have good knowledge about Kampung Coklat's products X2.3 Employees communicate using polite language X2.4 Employees serve tourists friendly X2.5 Neat-looking employees X2.6 Satisfaction (Z) The experience gained is as expected Z1 5 Kotler dan Amstrong (2001); Suardana (2014); Suryawardani (2018); Priyanto (2018) Satisfied with the admission price of Kampung Coklat Z2 Happy to visit Kampung Coklat because the location is easy to reach Z3 The services provided are as expected Z4 Satisfied with the quality of processed cocoa products Z5 Revisit Intention (Y) Making Kampung Coklat the first choice for revisiting Y1 4 Mahadewi (2018); Griffin (2005); Listyowati (2018); Fitriani (2017); Zhang, et.al (2017) Wish to revisit Kampung Coklat in the future Y2 Recommend Kampung Coklat to friends, family, colleagues Y3 Invite family, friends or colleagues to visit Kampung Coklat Y4 E-Journal of Tourism Vol.7. No.2. (2020): 323-348 http://ojs.unud.ac.id/index.php/eot 330 e-ISSN: 2407-392X. p-ISSN: 2541-0857 Data Analysis Technique The data analysis technique used is SEM or Structural Equation Modeling with the help of the SmartPLS version 3.0 application. Some of the tests carried out are: 1. Evaluation of the Measurement Model (Measurement / Outer Model) 2. Evaluation of the Structural Model (Structural / Inner Model) RESULTS General Characteristics of Respondents The characteristics of the research respondents were classified into several sections, namely based on gender, age, occupation, latest education, arrival, source of information and purpose of visit. The majority of respondents were female (69%). Most of the respondents (53%) were between the ages of 17 and 25 years with the most recent predominantly Bachelor's education (64%) and worked as private employees (30%). Domestic tourists who were respondents in this study mostly aimed to vacation (72%) with family (56%) and they knew about the educational tourism of Kampung Coklat from friends or relatives (65%). Test of the Validity and Reliability of Research Variables The validity and reliability tests in this study were conducted on 100 respondents. The validity test was carried out by looking at the value of Convergent Validity and Discriminant Validity. Convergent Validity is tested by looking at the loading factor value of each indicator on each variable. The loading factor value must also meet the requirements above 0.70 which are presented in Table 2 below. Table 2. Result of Convergent Validity Test Source: Primary and Processed Data, 2020 Code Marketing Mix Quality of Service Satis- faction Revisit Intention X1.1 0.825 X1.2 0.823 X1.3 0.711 X1.4 0.787 X1.5 0.774 X2.1 0.863 X2.2 0.793 X2.3 0.811 X2.4 0.867 X2.5 0.729 X2.6 0.870 Z1 0.788 Z2 0.871 Z3 0.800 Z4 0.754 Z5 0.763 Y1 0.799 Y2 0.903 Y3 0.930 Y4 0.904 E-Journal of Tourism Vol.7. No.2. (2020): 323-348 http://ojs.unud.ac.id/index.php/eot 331 e-ISSN: 2407-392X. p-ISSN: 2541-0857 Discriminant Validity assessment is carried out by comparing the square root of the Average Variance Extracted (√AVE) for each variable with the correlation between variables and other variables. Table 3 below presents the results of the Discriminant Validity test. Table 3. Results of the Discriminant Validity Test Variable Average Variance Extracted (AVE) Marketing Mix Quality of Service Satisfaction Revisit Intention Marketing Mix 0.577 0.760 Quality of Service 0.660 0.802 0.812 0.845 0.666 Satisfaction 0.603 0.855 0.777 0.798 Revisit Intention 0.784 0.923 0.885 Source: Primary and Processed Data, 2020 Based on Table 2 and Table 3 above, it can be seen that each indicator in each variable has an outer loading value of more than 0.70 and the AVE value of the four research variables is more than 0.50. This shows that the indicators of each research variable used are valid. In addition to the validity test, the next is to test the variable reliability assessed from Cronbach's Alpha and Composite Reliability of each variable. A variable is said to be reliable if the Cronbach's Alpha and Composite Reliability values are more than 0.70. The results of the research variable reliability test are presented in Table 4 below. Table 4. Research Variable Reliability Test Results Variable Reliability Cronbach’s Alpha Composite Reliability Marketing Mix 0.878 0.905 Quality of Service 0.926 0.939 Satisfaction 0.940 0.948 Revisit Intention 0.907 0.935 Source: Primary and Processed Data, 2020 Based on the results of the reliability test of the research variables presented in Table 4 above, it is known that the value of Cronbach's Alpha and Composite Reliability on the four variables is more than 0.70 so that all research variables have met good reliability. From E-Journal of Tourism Vol.7. No.2. (2020): 323-348 http://ojs.unud.ac.id/index.php/eot 332 e-ISSN: 2407-392X. p-ISSN: 2541-0857 the results of the validity and reliability test, it can be concluded that the indicators as measuring latent variables are valid and reliable measures. Results of the Measurement Model Analysis (Outer Model) Analysis of the measurement model (outer model) shows the role of indicators in reflecting the variables formed by the constituent indicators. The indicator is reflective, where the estimator value can be seen from the outer loading value. Ghozali (2014) refers to Chin (1998) suggests that an individual's reflexive measure is said to be high if it correlates more than 0.70 with the construct to be measured. However, for research in the early stages of developing a measurement scale the loading value of 0.50 to 0.60 is considered sufficient. The significance of this relationship can be obtained through a bootstrap process of 500 times and a sample of 100. Testing Results of Measurement Model for Marketing Mix Variable The results showed that all indicators reflect the marketing mix variable significantly. The output of the measurement results of the marketing mix variable is reflected by 5 indicators which can be seen in Table 5 below. Table 5. Testing Results of Measurement Model for Marketing Mix Variable Source: Primary and Processed Data, 2020 Code Indicator Original Sample (O) Standard Deviation (STDEV) T Statistics (|O/STDEV|) Significance X1.1 The location of Kampung Coklat is easy to reach 0.825 0.035 23.798 Significant X1.2 The price of admission to Kampung Coklat is affordable 0.823 0.044 18.775 Significant X1.3 Kampung Coklat advertisement on social media is interesting and informative 0.711 0.071 9.986 Significant X1.4 There are directions to Kampung Coklat which are easily seen 0.787 0.049 16.042 Significant X1.5 Tour packages are available to learn about the process of making processed chocolate 0.774 0.061 12.767 Significant E-Journal of Tourism Vol.7. No.2. (2020): 323-348 http://ojs.unud.ac.id/index.php/eot 333 e-ISSN: 2407-392X. p-ISSN: 2541-0857 Based on Table 5 above, it can be seen that the value on the X1.1 indicator, namely the location of Kampung Coklat is easy to reach, is the highest among other indicators of 0.825. This reflects that tourists who are visiting Kampung Coklat for the first time in Kademangan District, Blitar Regency feel that this educational tourism location is easily accessible by private transport. Furthermore, the indicator with the smallest outer loading value is X1.3, namely Kampung Coklat advertisement on social media which is interesting and informative of 0.711. The small value of the X1.3 indicator shows that the use of social media as a media for online promotion and the creation of attractive and informative advertisements needs to be optimized. Test Results of the Service Quality Variable Measurement Model The results showed that all indicators reflect service quality variables significantly. The output of the measurement of service quality variables is reflected in the 6 indicators can be seen in Table 6 below. Table 6. Testing Results of Service Quality Variable Measurement Model Source: Primary and Processed Data, 2020 From Table 6, it is known that the outer loading value of the X2.1 indicator, namely neatly-looking employees, is the highest at 0.870. Therefore, the X2.1 indicator needs to be maintained in order to give a good impression to tourists. The indicator with the lowest outer loading value is the X2.5 indicator, which means that employees serve tourists friendly at 0.729. The facts in Kampung Coklat show Code Indicator Original Sample (O) Standard Deviation (STDEV) T Statistics (|O/STDEV|) Significance X2.1 Employees understand the needs of tourists 0.863 0.037 23.334 Significant X2.2 Toilet hygiene is well maintained 0.793 0.048 16.415 Significant X2.3 The employees have good knowledge about Kampung Coklat's products 0.811 0.050 16.213 Significant X2.4 Employees communicate using polite language 0.867 0.031 27.997 Significant X2.5 Employees serve tourists friendly 0.729 0.062 11.750 Significant X2.6 Neat-looking employees 0.870 0.040 21.926 Significant E-Journal of Tourism Vol.7. No.2. (2020): 323-348 http://ojs.unud.ac.id/index.php/eot 334 e-ISSN: 2407-392X. p-ISSN: 2541-0857 that there are some employees who are less friendly in providing services to tourists. This indicates that the attitude of employees when serving tourists needs to be improved. Testing Results of the Satisfaction Variable Measurement Model The results showed that all indicators were able to reflect the satisfaction variable significantly. The output of the measurement of the satisfaction variable is reflected in 5 indicators, which can be seen in Table 7 below. Table 7. Testing Results of the Satisfaction Variable Measurement Model Source: Primary and Processed Data, 2020 In Table 7, it can be seen that the indicator with the highest outer loading value is Z2, which is satisfied with the entrance ticket price for Kampung Coklat, which is 0.871. The Z4 indicator, namely the services provided is as expected, has the lowest outer loading value of 0.754. Overall, the five indicators can reflect the tourist satisfaction variable with an average tourist response value of 4.05. Test Results of the Measurement Model of Revisit Intention Variable The results showed that all indicators were able to significantly reflect the revisit intention variable. The output of the measurement results for the revisit intention variable is reflected by 4 indicators which can be seen in Table 8 below. Code Indicator Original Sample (O) Standard Deviation (STDEV) T Statistics (|O/STDEV|) Significance Z1 The experience gained is as expected 0.788 0.053 14.902 Significant Z2 Satisfied with the admission price of Kampung Coklat 0.871 0.033 26.760 Significant Z3 Happy to visit Kampung Coklat because of its easy to reach location 0.800 0.068 11.807 Significant Z4 The services provided are as expected 0.754 0.062 12.120 Significant Z5 Satisfied with the quality of processed cocoa products 0.763 0.039 19.783 Significant E-Journal of Tourism Vol.7. No.2. (2020): 323-348 http://ojs.unud.ac.id/index.php/eot 335 e-ISSN: 2407-392X. p-ISSN: 2541-0857 Table 8. Measurement Model Testing Results for Variable of Revisit Intention Source: Primary and Processed Data, 2020 From Table 8 above, it can be seen that the Y3 indicator, which is recommending Kampung Coklat to friends, family, colleagues have an outer loading value of 0.930 and Y1 makes Kampung Coklat the first choice to revisit of 0.799. The perception of tourists is good for the revisit intention variable, which is 3.91. In general, the revisit intention variable can be reflected by the four indicators. Results of the Structural Equation Model Analysis (Inner Model) The output of the structural equation model developed after analysis through the 500 times Bootstrapping process can be seen in Figure 1 below. Figure 1 Structural Equation Model of the Effect of Marketing Mix and Service Quality on Satisfaction and Revisit Intention Code Indicator Original Sample (O) Standard Deviation (STDEV) T Statistics (|O/STDEV|) Significance Y1 Making Kampung Coklat the first choice for a return visit 0.799 0.059 13.601 Significant Y2 Wish to revisit Kampung Coklat in the future 0.903 0.035 25.692 Significant Y3 Recommend Kampung Coklat to friends, family, colleagues 0.930 0.017 56.092 Significant Y4 Invite family, friends or colleagues to visit Kampung Coklat 0.904 0.021 43.010 Significant E-Journal of Tourism Vol.7. No.2. (2020): 323-348 http://ojs.unud.ac.id/index.php/eot 336 e-ISSN: 2407-392X. p-ISSN: 2541-0857 The feasibility test of the structural model is carried out by looking at the coefficient of determination (R2). Chin (1998) states that a model is said to be weak, moderate and strong if the R2 value is 0.19-0.32, 0.33-0.66 and more than 0.67 (Ghozali, 2014). In the structural model, there are two values of R2, namely the satisfaction variable (Z) of 0.802 and the revisit intention (Y) variable of 0.876. The magnitude of the R2 value means that the predictive power of the two variables is in the strong category. This category means that as much as 80.2% of the variance of the satisfaction variable can be explained by the marketing mix and service quality and satisfaction is able to explain the revisit intention variable by 87.6%. Direct Effect The direct effect can be seen through the value in the output path coefficient. The results of the direct effect of exogenous variables on endogenous variables are presented in Table 9 below. Table 9. Direct Effect of Exogenous Variables on Endogenous Variables Source: Primary and Processed Data, 2020 Table 9 above shows that the five research hypotheses can be accepted because they meet the assessment criteria according to Ghozali (2014), namely a p- value less than 0.05 (5% significance level) and a T-Statistics value of more than 1.96. Based on the value of the direct effect in Table 9 shows that: Hypothesis Exogenous Variable → Endogen Variables Outer Loading Standard Deviation (STDEV) T Statistics (|O/STD EV|) P Value s Significance H1 Marketing Mix → Satisfaction 0.496 0.097 5.101 0.000 Significant H2 Marketing Mix → Revisit Intention 0.982 0.071 13.904 0.000 Significant H3 Quality of Service → Satisfaction 0.447 0.092 4.867 0.000 Significant H4 Quality of Service → Revisit Intention -0.303 0.069 4.371 0.000 Significant H5 Satisfaction → Revisit Intention 0.214 0.086 2.497 0.013 Significant E-Journal of Tourism Vol.7. No.2. (2020): 323-348 http://ojs.unud.ac.id/index.php/eot 337 e-ISSN: 2407-392X. p-ISSN: 2541-0857 a. Marketing mix (X1) has a significant effect on satisfaction (Z) and revisit intention (Y) b. Service quality (X2) has a significant effect on satisfaction (Z) and revisit intention (Y) c. Tourist satisfaction (Z) has a significant effect on revisit intention (Y) Indirect Effect The indirect effect can be seen through the value at the output of the specific indirect effect. The results of the indirect effect of exogenous variables on endogenous variables that are associated with intervening variables are presented in Table 10 below. Table 10. Indirect Effect of Exogenous Variables on Endogenous Variables Source: Primary and Processed Data, 2020 Table 10 shows that the marketing mix has a significant effect on revisit intention through satisfaction and service quality has a significant effect on revisit intention through satisfaction. Both of these relationships show that the satisfaction variable (Z) is able to mediate the marketing mix variable (X1) and service quality (X2) on revisit intention (Y) well. Total Effect The total effect can be seen through the value on the total effect output. The total effect is a combination of the direct effect and indirect effect of an exogenous variable on endogenous variables. The test results used a significance level of 5% (0.05). The total effect of the relationship between variables is presented in Table 11 below. Exogenous Variables → Endogenous Variables Outer Loading Standard Deviation (STDEV) T Statistics (|O/STDEV|) P Values Significance Marketing Mix → Satisfaction → Revisit Intention 0.106 0.048 2.212 0.027 Significant Quality of Service → Satisfaction → Revisit Intention 0.096 0.044 2.191 0.029 Significant E-Journal of Tourism Vol.7. No.2. (2020): 323-348 http://ojs.unud.ac.id/index.php/eot 338 e-ISSN: 2407-392X. p-ISSN: 2541-0857 Table 11. Effect of Total Exogenous Variables on Endogenous Variables Source: Primary and Processed Data, 2020 Table 11 above shows that the marketing mix (X1) and service quality (X2) have a significant effect on tourist satisfaction (Z) and revisit intention (Y) to educational tourism in Kampung Coklat, Blitar Regency. Furthermore, it is known that the dominant tourist satisfaction is influenced by the marketing mix of 49.6%. This finding is in line with the results of previous studies that the marketing mix has a dominant influence on satisfaction (Susila, 2017; Abdul, 2018; Hendranata, 2017; Setiawan, 2016; Amilia, 2016; Hasanah, 2016). Result of Feasibility Analysis of Structural Equation Model Evaluation of the feasibility of structural equation models needs to be done before interpreting the results of the analysis (Suryawardani, 2018). Table 12 below shows the results of the model feasibility test carried out using the SEM method through the SmartPLS version 3.0 application. Exogenous Variables → Endogenous Variables Original Sample (O) Standard Deviation (STDEV) T Statistics (|O/STDEV|) P Values Significance Marketing Mix → Satisfaction 0.496 0.097 5.101 0.000 Significant Marketing Mix → Revisit Intention 1.089 0.052 21.122 0.000 Significant Quality of Service → Satisfaction 0.447 0.092 4.867 0.000 Significant Quality of Service → Revisit Intention -0.207 0.060 3.421 0.001 Significant Satisfaction → Revisit Intention 0.214 0.086 2.497 0.013 Significant E-Journal of Tourism Vol.7. No.2. (2020): 323-348 http://ojs.unud.ac.id/index.php/eot 339 e-ISSN: 2407-392X. p-ISSN: 2541-0857 Table 12. Feasibility Statistical Value of Research Variables Variable Variable Type Composite Reliability AVE R2 Marketing Mix Exogenous 0.905 0.577 NA Quality of Service Exogenous 0.939 0.660 NA Satisfaction Exogenous / Endogenous 0.948 0.603 0.802 Revisit Intention Endogenous 0.935 0.784 0.876 Mean 0.929 0.656 0.839 Source: Primary and Processed Data, 2020 Based on Table 12 above, the AVE value is 0.656 and the R2 value is 0.839. The feasibility of a complete structural equation model or calculating the GoF (Goodness of Fit) value of a model is carried out using the following formula Tenenhaus, et.al (2005). GoF = √𝐶𝑜𝑚 𝑥 𝑅2 = √𝐴𝑉𝐸𝑥 𝑅2 Referring to Table 12 for the above equation, AVE is the weighted average value obtained from the number of indicators of each variable using the formula of Tenenhaus, et.al (2005) above, then the GoF of the model is calculated as 0.808 and more than the 0.50 threshold to state the model can be accepted and interpreted so that the analysis can be used. DISCUSSION Several previous researchers stated that the marketing mix has a positive and significant effect on tourist satisfaction (Abdul, 2018; Amilia, 2016; Hasanah, 2016; Hendranata, 2017). One of the elements of the marketing mix that has a dominant effect on satisfaction is price (Setiawan, 2016; Susila, 2017). This dominant influence is in line with the results of this study, namely the X1.2 indicator for the entrance ticket price of Kampung Coklat has the highest outer loading value of 0.823. The high value of the X1.2 indicator is also supported by the results of the analysis of respondents' responses to the Z2 indicator i.e. satisfied with the Kampung Coklat entrance ticket price of 4.24. This means that as many as 83% of respondents are satisfied with the affordable price of admission tickets to educational tours in Kampung Coklat. Thus, this study proves the theory of consumer behavior in Sangadji and Sopiah (2013) that satisfaction results from the evaluation process of consumption activities that have been carried out. E-Journal of Tourism Vol.7. No.2. (2020): 323-348 http://ojs.unud.ac.id/index.php/eot 340 e-ISSN: 2407-392X. p-ISSN: 2541-0857 Furthermore, it is found that one of the indicators on the service quality variable needs to be improved. The indicator is X2.5 namely employees serving tourists friendly with the lowest outer loading value of 0.729. Field facts show that there are some employees serving tourists less kindly. This finding is in line with the respondents' low perception of the Z4 indicator of services provided according to expectations of 3.82. This low perception value indicates that the expectations of tourists regarding service quality are not fulfilled properly so that it has an impact on the satisfaction of tourists in Kampung Coklat, Blitar Regency. This is consistent with Irawan's (2002) statement that service quality is one of the driving factors for tourist satisfaction. Referring to Table 11 which shows that service quality has a significant effect on tourist satisfaction by 44.7%. These results are also supported by the findings of Suryawardani (2018) that the five elements of service quality, namely physical evidence, reliability, responsiveness, assurance and empathy have a significant effect on the satisfaction of Agro tourism tourists in Pulina Bali. The role of satisfaction as an intervening variable between marketing mix and intention to return is presented in Table 10. Based on Table 10, it is known that the effect of marketing mix on revisit intention to educational tourism in Kampung Coklat through tourist satisfaction is significant as indicated by a p-value of 0.027 (<0.05 ). This p-value means that the higher the tourists' satisfaction with the marketing mix will indirectly have an impact on the high revisit intention to educational tourism in Kampung Coklat. This indirect effect is in accordance with the findings of Suryani (2017) that marketing mix through satisfaction has an effect on the revisit intention of tourists who love snorkeling on Pahawang Island, Lampung. The results of the indirect effect test in this study prove the statements of several researchers (Choo & Petrick, 2014; Petrick, et.al, 2001; Ranjbarian & Pool, 2015; Um, et.al, 2006) that the main factors determining tourists will revisit a destination is the experience and satisfaction that visitors get while in the destination. The opinion of some researchers is reinforced by Mowen & Minor (2002) that tourists expect satisfaction so that it can be assumed. If tourists are satisfied with their tourism experience, they will recommend it to others. The opinion of Mowen & Minor (2002) was also found in the results of the analysis of respondents' responses to the Y3 indicator recommending Kampung Coklat to friends, family, colleagues of 4.06. This value of 4.06 means that as many as 75% of respondents are willing to recommend educational tours of Kampung Coklat to E-Journal of Tourism Vol.7. No.2. (2020): 323-348 http://ojs.unud.ac.id/index.php/eot 341 e-ISSN: 2407-392X. p-ISSN: 2541-0857 others. However, the X1.3 indicator of Kampung Coklat advertisement on social media is interesting and informative, which needs to be of particular concern to the Kampung Coklat manager. This X1.3 indicator has the lowest outer loading value of the five marketing mix indicators of 0.711. The results of the observations show the fact that the number of Kampung Coklat advertisements on social media Instagram and YouTube is small and the design is less attractive and informative. The low value of the X1.3 indicator is supported by the results of research by Elia (2018) that the promotion mix has a direct effect on visiting decisions. The findings of Elia (2018) are in accordance with the results of testing the direct influence of the marketing mix variable on the revisit intention variable which is presented in Table 9. value 0.000 (<0.05). In addition, the effect of the marketing mix on revisit intention is shown in Table 11, namely the revisit intention of tourists to revisit the educational tourism in Kampung Coklat, which is influenced by the marketing mix variable by 89%. This finding is also supported by the average value of responses to the marketing mix of 4.36 and previous research that the marketing mix has a significant effect on revisit intention (Mahadewi, 2018; Mulyati, 2018). The next influence mediated by satisfaction is the quality of service on revisit intention to visit Kampung Coklat, Blitar Regency. The results showed that service quality had a significant effect on revisit intention through tourist satisfaction with a T-Statistic value of 2,212 (> 1.96). This indirect effect indicates that a tourist will return to the educational tour of Kampung Coklat because he/she is satisfied with the services. Therefore, the indirect effect found in this study proves the findings of Shonk and Chelladurai (2008) that satisfaction can be a mediating variable between service quality and revisit intention in sports tourism. Furthermore, tourist satisfaction with the quality of service provided by the employees of Kampung Coklat is evidenced by the average value of the responses to the service quality variable of 3.87. The average value is also supported by the number of research respondents (77%) having a good perception of the X2.6 indicator of neat-looking employees. The good value of tourist perceptions on the X2.6 indicator and based on the statement of Kotler (2005) regarding the method taken to increase the number of customers, the management should be able to provide consistently good quality service. This needs to be done because based on the theory of Tjiptono (1998) a satisfied tourist will become loyal by revisiting a tourist E-Journal of Tourism Vol.7. No.2. (2020): 323-348 http://ojs.unud.ac.id/index.php/eot 342 e-ISSN: 2407-392X. p-ISSN: 2541-0857 attraction in the future. The theory of Tjiptono (1998) is shown in the results of the respondents analysis on the Y2 indicator wanting to revisit Kampung Coklat in the future at 3.90 and an outer loading value of 0.903. In other words, 67% of respondents have the intention to revisit to Kampung Coklat in the future. The results of this study also indicate that service quality has a direct and significant effect on revisit intention. This direct effect is evidenced by a p-value of 0.000 (<0.05) which is presented in Table 9. This significant effect is in line with the research of Nuraeni (2014) that one of the variables that has a significant effect on interest in returning to visit is service quality. Suryani (2017) also found that the interest in returning tourists to Pahawang Island in Lampung is directly influenced by the quality of service. Research by Nuraeni (2014) and Suryani (2017) is also supported by the results of the analysis of respondents' responses to the Y4 indicator, namely: inviting family, friends or colleagues to visit Kampung Coklat with a score of 4.09. The Y4 indicator value means that if tourists feel the quality of services provided has met expectations, tourists will invite people around them to visit the educational tour of Kampung Coklat. CONCLUSION Based on the results of the research and discussion that has been presented, it can be concluded that 1) marketing mix and service quality have a significant effect on tourist satisfaction in Kampung Coklat, Blitar Regency, 2) marketing mix and service quality have a significant effect on the revisit intention to Kampung Coklat, Blitar Regency, 3) Tourist satisfaction has a significant effect on the revisit intention to Kampung Coklat, Blitar Regency. In general, the tourist satisfaction variable is able to become an intervening variable between the marketing mix and service quality on revisit intention to educational tourism in Kampung Coklat, Blitar Regency. In addition to being an intervening variable, satisfaction can also directly influence the tourist intentions of Kampung Coklat by 21.4%. The marketing mix at 49.6% and the service quality at 44.7% influenced the dominant tourist satisfaction. This indicates that satisfaction needs to be the focus of the management in order to significantly increase the intention of tourists to return to the educational tour of Kampung Coklat. In order to increase tourist satisfaction with the promotional elements (advertisements) in the marketing mix variable, it can be done by improving the advertising design to be more attractive and E-Journal of Tourism Vol.7. No.2. (2020): 323-348 http://ojs.unud.ac.id/index.php/eot 343 e-ISSN: 2407-392X. p-ISSN: 2541-0857 informative. In addition, the management of Kampung Coklat is expected to be able to maximize the use of social media, especially Instagram as a medium for online promotion. So far, the number of advertisements on Instagram is still minimal, the use of hashtags is also not maximized and there are almost no English advertisements found. Therefore, management is advised to make advertisements using English, optimizing the use of hashtags when promoting Kampung Coklat on Instagram. This needs to be done so that domestic and foreign tourists can find out about educational tours of Kampung Coklat from social media. Furthermore, the management of Kampung Coklat is advised not to increase the price of entrance tickets because tourists' perceptions of the affordability of entrance tickets are good. Thus, tourist satisfaction with this educational tour entrance ticket needs to be maintained. The aspect of service quality also deserves attention in order to increase tourist satisfaction which will also have an impact on the number of tourist visits. The service quality that needs to be improved is the attitude of employees when serving tourists. The perception of tourists towards employee friendliness in providing services is said to be quite good. Improving service quality can be done by regularly conducting training and evaluating employee performance. The management is expected to provide maximum training so that employees are able to serve tourists in a friendly manner. In addition to improving service quality in terms of employee friendly attitudes, management needs to maintain the neatness of employee appearance. In addition to improving the promotional elements in the marketing mix and employee friendliness when serving tourists, management needs to pay attention to product prices and the quality of processed chocolate products produced and sold in educational tours in Kampung Coklat. On the background of the problem, it is explained that tourists are not satisfied with processed cocoa products that are sold too expensive but are not accompanied by innovations and creations of authentic and delicious flavors. Therefore, there is a need for product quality control to be able to produce various types and tastes of delicious processed chocolate that are sold at affordable prices. In addition, it is recommended that the educational tourism management of Kampung Coklat be able to cooperate with goods delivery expeditioners to facilitate tourists who want to send chocolate and other souvenirs directly from Kampung Coklat without packing and shipping themselves. This will make it easier for tourists who want ease of delivery. The E-Journal of Tourism Vol.7. No.2. (2020): 323-348 http://ojs.unud.ac.id/index.php/eot 344 e-ISSN: 2407-392X. p-ISSN: 2541-0857 cleanliness of the toilets also needs to be improved, and the parking area and chocolate gallery need to be expanded again. The improvements that need to be done will also have an impact on the satisfaction and comfort of tourists so that in the future more and more tourists will visit the educational tour of Kampung Coklat, Blitar Regency. REFERENCES Abdul, E.M. 2018. Pengaruh Persepsi Bauran Pemasaran Terhadap Kepuasan Pelanggan di Percetakan Tiara Limboto Kabupaten Gorontalo. Gorontalo Management Research, Vol. 1, No. 1, pp. 74-90. ISSN: 2614- 5197. Ahmad, P., Mat Som dan M.B. Badarneh. 2011. Tourist Satisfaction and Repeat Visitation: Toward A New Comprehensive Model. International Journal of Social, Behavioral, Education, Economic, Business and Industrial Engineering, Vol. 5, No. 2. Amilia, S & A. Novianti. 2016. Pengaruh Bauran Pemasaran terhadap Kepuasan Konsumen pada Warung Kanasha di Kota Langsa. Jurnal Manajemen dan Keuangan, Vol. 5, No. 1, pp. 459-468. Ananda, R.P., E. Ahman dan O. Riwanudin. 2013. Pengaruh Physical Evidence Objek Wisata Pemandian Air Panas Ciwalini terhadap Keputusan Berkunjung Wisatawan (Survei pada Wisatawan Nusantara Pemandian Air Panas Ciwalini-Ciwidey Kabupaten Bandung). Tourism and Hospitality Essentials Journal (THE Journal), Vol. 3, No. 1, pp. 461-482. Barshan, G, A. Elahi dan N. Aghaei. 2017. Impact of Service Quality on Satisfaction, Loyalty and Intention to Revisit of Sport Customers: The Case Study of Swimming Pools in Alborz Province. International Review of Management and Marketing. Vol. 7, No. 2, pp. 334-339. ISSN: 2146- 4405. Basiya, R. dan H.A. Rozak. 2012. Kualitas Daya Tarik Wisata, Kepuasan dan Niat Kunjungan Kembali Wisatawan Mancanegara di Jawa Tengah. Universitas Stikubank. Semarang. Bosque, I.R & H.S. Martin. 2008. Tourist Satisfaction: A Cognitive-Effective Model. Anal of Tourism Researach, Vol. 35, No. 2 pp. 551-573. Carolina, E., I. Santoso dan P. Deoranto. 2015. Pengaruh Marketing Mix (7P) dan Perilaku Konsumen Terhadap Keputusan Pembelian Produk Healthy Food Bar di Malang. Wacana, Vol. 18, No. 12, pp. 51-60. ISSN: 2338-1884. Chandra, G. 2002. Strategi dan Program Pemasaran. Yogyakarta: Andi. Chin, W.W. 1998. The Partial Least Squares Approach for Structural Equation Modeling. In Marcoulides, G.A. (Ed). Modern Method for Business Research. Mahwah. Choo, H., dan Petrick, J.F. 2014. Social Interactions and Intention to Revisit for Agritourism Service Encounters. Tourism Management, Vol. 40, pp. 372-381. Crompton, J. 1992. Structure of Vacation Destination Choice Sets. Annals of Tourism Research, Vol. 19, pp. 420- 434. E-Journal of Tourism Vol.7. No.2. (2020): 323-348 http://ojs.unud.ac.id/index.php/eot 345 e-ISSN: 2407-392X. p-ISSN: 2541-0857 Elia, F.N. dan Sunarti. 2018. Pengaruh Bauran Promosi Terhadap Keputusan Kunjungan dan Kepuasan Pengunjung (Studi pada Pengunjung Wisata Kampung Coklat Kabupaten Blitar). Jurnal Administrasi Bisnis, Vol. 61, No. 4, pp. 39-46. Fitriani, R. dan Wilardjo, S.B. 2017. Sadar Wisata, Kemenarikan Fasilitas, Jarak, Pengaruhnya Terhadap Minat Berkunjung Kembali Pada Objek Wisata Masjid Agung Jawa Tengah Di Kota Semarang. Jurnal Wawasan Manajemen, Vol. 5, No. 3. Ghozali, I. 2014. Edisi 4. Structural Equation Modeling Metode Alternatif dengan Partial Least Square (PLS). Badan Penerbit Universitas Diponegoro. ISBN: 979.704.300.2. Griffin, J. 2005. Customer Loyalty. Jakarta: Penerbit Erlangga. Hair, J.F., Black, W.C., Babin, B.J., & Anderson, R.E. 2010. Multivariate Data Analysis with Readings (7th ed.). New Jersey: Prentice Hall, Inc. Hasanah, D.N.U. 2016. Pengaruh Bauran Pemasaran Terhadap Kepuasan Konsumen Busana Muslim (Studi Kasus Toko Busana Muslim Taman Bunga di Yogyakarta). Skripsi. Universitas Islam Negeri Sunan Kalijaga Yogyakarta. Hendranata, R., M.S. Ma’arif dan Kirbrandoko. 2017. Bauran Pemasaran dan Kepausan Konsumen Agen Laku Pandai PT. Bank XYZ. Jurnal Aplikasi Bisnis dan Manajemen, Vol. 3, No. 3, pp. 398- 406. ISSN: 2460-7819. Huriyati. 2008. Pengaruh Kualitas Produk, Harga, Promosi dan Kualitas Pelayanan Terhadap Keputusan Pembelian Spring Bed Comforta. Surakarta: Universitas Sebelas Maret. Irawan, Handi. 2002. 10 Prinsip Kepuasan Pelanggan. Jakarta: Elex Media Komputindo. Jacklin, M. P.R, S. Mandey dan J. Tampenawas. 2019. Pengaruh Bauran Pemasaran dan Kualitas Pelayanan Terhadap Keputusan Pembelian Produk Matahari Departmen Store Mega Mall Manado. Jurnal EMBA, Vol. 7, No. 1, pp. 431-440. ISSN: 2303-1174. Kismono. G. 2001. Pengantar Bisnis. Yogyakarta: BPFE. Kotler, P. dan G. Amstrong. 2001. Prinsip- Prinsip Pemasaran. Jakarta: Erlangga. Kotler, P. 2005. Manajemen Pemasaran. Edisi 11 Jilid 1. Jakarta: PT. Prehalindo. Kotler, P. dan G. Amstrong. 2008. Prinsip- Prinsip Pemasaran Edisi 12 Jilid I. Jakarta: Erlangga. Laksana, F. 2008. Manajemen Pemasaran. Yogyakarta: Graha Ilmu. Lupiyoadi, Rambat. (2001). Manajemen Pemasaran Jasa Teori dan Praktik. Jakarta: Salemba Empat. Mahadewi, A.G. 2018. Pengaruh Bauran Pemasaran Pariwisata dan Kualitas Pelayanan Pariwisata Melalui Kepuasan Wisatawan Terhadap Minat Berkunjung Kembali (Studi pada Destinasi Grand Watu Dodol Kabupaten Banyuwangi). Skripsi. Universitas Jember. McDaniel, C. dan R. Gates. 2001. Riset Pemasaran Kontemporer. Jakarta: Penerbit Salemba Empat. E-Journal of Tourism Vol.7. No.2. (2020): 323-348 http://ojs.unud.ac.id/index.php/eot 346 e-ISSN: 2407-392X. p-ISSN: 2541-0857 Mowen, J.C. & M. Minor. 2002. Perilaku Konsumen (edisi kelima). Alih bahasa: Lina Salim. Jakarta: Erlangga. Mulyati, Y & M. Afrinata. 2018. Analisis Pengaruh Strategi Bauran Pemasaran Terhadap Minat Berkunjung Kembali pada Destinasi Wisata Pantai Carocok Painan Kabupaten Pesisir Selatan (Studi Kasus pada Wisatawan Domestik). Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis, Vol. 6, No. 2, pp. 191-200. ISSN: 2548- 9836. Nuraeni, B.S. 2014. Analisis Faktor-Faktor yang Mempengaruhi Minat Kunjung Ulang Wisatawan Museum Ranggawarsita Semarang. Jurnal Bisnis Strategi, Vol. 23, No. 1. Nurapriani, L. 2015. Pengaruh Marketing Mix Terhadap Keputusan Wisatawan Domestik Mengunjungi Pulau Peucang. Skripsi. Universitas Sultan Ageng Tirtayasa. Parasuraman, A, V.A. Zeithaml dan L.L. Berry. 1988. SERVQUAL: A Multiple Item Scale for Measuring Customer Perceptions of Service Quality. Journal of Retailing, No. 64 (1), pp. 12-40. Petrick, J.F., Morais, D.D. dan Norman, W.C. 2001. An Examination of the Determinants of Entertainment Vacationers Intentions to Revisit. Journal of Travel Research, Vol. 40, pp. 41-48. Pradini, Gagih. 2017. Pengaruh Tourism Destination Parts, Service Quality Terhadap Destination Loyalty Melalui Tourist Satisfaction di Taman Margasatwa Ragunan. Jurnal EKSEKUTIF, Vol. 14, No. 1, pp. 136- 159. Priyanto, A.C. 2018. Pengaruh Kualitas Produk dan Kualitas Layanan Terhadap Loyalitas Pelanggan pada Usaha Isi Ulang Air Minum UD. Elangku di Desa Bangun Rejo Tenggarong Seberang. E-Journal Administrasi Bisnis, Vol. 6, No. 3, pp. 1011-1022. ISSN: 2355-5408. Priyanto, R., H. Hermawan, Nurhalimah dan Suryana. 2018. Pengaruh Kualitas Pelayanan Terhadap Kepuasan Wisatawan Serta Dampaknya Terhadap Loyalitas (Stui di Ciater Spa Resort). Jurnal UPAJIWA DEWANTARA, Vol. 2, No. 2. ISSN: 2580-4553. Ranjbarian, B. dan Pool, J.K. 2015. The Impact of Perceived Quality and Value on Tourists’ Satisfaction and Intention to Revisit Nowshahr City of Iran. Journal of Quality Assurance in Hospitality & Tourism, Vol. 16, pp. 103-117. Sangadji, E.M. dan Sopiah. 2013. Perilaku Konsumen Pendekatan Praktis. Yogyakarta: Andi. Setiawan, P.Y.B, A. Fudholi dan Satibi. 2016. Pengaruh Bauran Pemasaran Terhadap Kepuasan dan Loyalitas Pelanggan Produk. Jurnal Manajemen dan Pelayanan Farmasi, Vol. 6, No. 2. pp. 115-124. ISSN: 2443-2946. Shonk, D.J. dan Chelladurai, P. 2008. Service Quality, Satisfaction and Intention to Return in Event Sport Tourism. Journal of Sport Management. Vol. 22, No. 5. pp. 587- 602. Suardana, I.W. 2014. Motivasi, Kepuasan, Kepercayaan dan Loyalitas Wisatawan Diving di Bali (Disertasi). Universitas Udayana Denpasar. E-Journal of Tourism Vol.7. No.2. (2020): 323-348 http://ojs.unud.ac.id/index.php/eot 347 e-ISSN: 2407-392X. p-ISSN: 2541-0857 Subagyo, A. 2010. Marketing in Business. Jakarta: Mitra Wacana Media. Sugiyono, 2009. Metode Penelitian Bisnis. Bandung: CV. Alpabeta. Suryani, D.D. 2017. Pengaruh Promosi dan Kualitas Pelayanan Terhadap Minat Kunjung Kembali Wisatawan di Pulau Pahawang Lampung (Studi Kasus pada Wisatawan Pecinta Snorkeling di Pulau Pahawang Lampung). Skripsi. Universitas Sanata Dharma Yogyakarta. Suryawardani, I G.A.O. dan A.S. Wiranatha. 2017. A Structural Model of Foreign Tourists’ Loyalty in Nature-based Tourism in Bali. International Journal of Applied Business and Economic Research, Vol. 15, No. 19, pp. 195-214. ISSN: 0972-7302. Suryawardani, I G.A.O. dan A.S. Wiranatha. 2018. Evaluation of Marketing Strategy of Sanur Village Festival Based on Visitor Behaviour. Global Stochastics Analysis (GSA), Vol. 5, No. 8, pp. 65-72. ISSN: 2248- 9444. Suryawardani, I G.A.O. dan N.N.A. Purnami. 2018. The Effect of the Quality of Services on the Visitors’ Satisfaction and Desire to Pay a Revisit to the Bali Pulina Agrotourism. E-Journal of Tourism, Vol. 5, No. 2, pp. 62-71. ISSN: 2407- 392X. Suryawardani, I G.A.O. dan A.S. Wiranatha. 2019. Does Motivation and Trust Important for Tourists’ Loyalties? A Quantitative Perspective from Golf Tourism in Bali of Indonesia. E-Journal of Tourism, Vol. 6, No. 1, pp. 88-101. e- ISSN: 2407-392X. Suryawardani, I G.A.O., A.S. Wiranatha dan Rahman. 2019. The Influence of Services Quality on Intention to Revisit through Mediation of Satisfaction of Visitors at Sasak Sade Village, Central Lombok, West Nusa Tenggara. E-Journal of Tourism, Vol. 5, No. 2, pp. 322-341. e-ISSN: 2407- 392X. Suryawardani, I G.A.O., A.S. Wiranatha dan F.F. Hidayana. 2019. The Influence of Tourists’ Motivation on Intention to Revisit at the Traditional Village of Prai Ijing, Waikabubak, West Sumba, East Nusa Tenggara. E- Journal of Tourism, Vol. 6, No. 2, pp. 303-321. e-ISSN: 2407-392X. Susepti, A., D. Hamid dan A. Kusumawati. 2017. Pengaruh Kualitas Pelayanan Terhadap Kepuasan dan Loyalitas Tamu Hotel (Studi tentang Persepsi Tamu Hotel Mahkota Plengkung Kabupaten Banyuwangi). Jurnal Administrasi Bisnis, Vol. 50, No. 5, pp. 27-36. Susila, I G.B, Rooswidjajani dan A.M. Ratri. 2017. Hubungan Bauran Pemasaran dengan Kepuasan Konsumen (Studi pada Konsumen Kafe Grow Malang). Jurnal Bisnis dan Manajemen, Vol. 4, No. 2, pp. 165-171. ISSN: 2581-1584. Tenenhaus, M., Vinzi, V.E., Chatelin, Y.M & Lauro, C. 2005. PLS path modeling. Computational Statistics & Data Analysis. Vol.48. pp. 159-205. Tjiptono, F. 1998. Strategi Pemasaran. Yogyakarta: Andi Offset. Tjiptono, F. 2005. Pemasaran Strategik. Yogyakarta: Andi. E-Journal of Tourism Vol.7. No.2. (2020): 323-348 http://ojs.unud.ac.id/index.php/eot 348 e-ISSN: 2407-392X. p-ISSN: 2541-0857 Tjiptono, F. 2007. Strategi Pemasaran. Edisi Pertama. Yogyakarta: Andi Ofset. Tjiptono, F. dan G. Chandra. 2011. Pemasaran Strategik. Yogyakarata: CV. Andi Offset. Um, S., Chon, K. dan Ro, Y.H. 2006. Antecedents of Revisit Intention. Annals of Tourism Research, Vol. 33, pp. 1141-1158. Umar, Husein. 2000. Riset Pemasaran dan Perilaku Konsumen. Jakarta: Gramedia. Vallee, Patricia Oom do., Joan A.S., Julio M dan Manuela G. 2006. Tourist Satisfaction and Destination Loyalty Intention: A Structural and Categorial Analysis. International Journal of Business Science and Applied Management. Vol. 1. Issue 1. pp. 25- 44. Wiranatha, A.S. dan I G.A.O. Suryawardani. 2016. Model of Foreign Tourist Loyalty on Marine Tourism to Visit Bali. International Journal of Multidisciplinary Educational Research, Vol. 5, No. 3, pp. 1-42. ISSN 2277-7881. Wiranatha, A.S. dan I G.A.O. Suryawardani. 2018. Model of Foreign Tourists’ Loyalty in Cultural and Heritage Tourism in Bali. Global and Stochastic Analysis (GSA), Vol. 5, No. 8, pp. 73-92. ISSN: 2248-9444. Zhang, H., Wu, Y. dan Buhalis, D. 2017. A Model of Perceived Image, Memorable Tourism Experience and Revisit Intention. Journal of Destination Marketing & Management, Vol. 6, No. 4