Vol. 5, No. 8, August 2024
E-ISSN: 2723-6692
P-ISSN: 2723-6595
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Jurnal Indonesia Sosial Sains, Vol. 5, No. 8, August 2024
KEYWORDS
ABSTRACT
Price; Quality of Service;
Customer Satisfaction;
Customer Loyalty; Grojogan
Sewu Nature Tourism Park;
PLS-SEM
Tourism is an important sector in national development.
Competition for tourist destinations, including Grojogan Sewu
Nature Tourism Park, is getting tighter. To compete, managers
must offer competitive prices and quality services. Precise
price and good service are not only attractive, but also retain
customers. Customer satisfaction is the key to success, as it
has an impact on loyalty and positive recommendations. The
purpose of this study is to see how price and service quality
affect customer happiness and loyalty at Grojogan Sewu
Nature Tourism Park in Karanganyar. The research method
adopted was quantitative. Data was collected via a
questionnaire completed by 100 visitors to the location. The
analysis technique employed was Partial Least Squares-
Structural Equation Modeling (PLS-SEM) utilizing SMARTPLS
3.0 software. The study's findings reveal that pricing and
service quality have a positive and significant influence on
customer satisfaction, which in turn has a favorable and
significant effect on customer retention. This demonstrates
how right pricing and outstanding service may boost
customer happiness and loyalty at Grojogan Sewu Nature
Tourism Park.
Attribution-ShareAlike 4.0 International (CC BY-SA 4.0)
1. Introduction
Nowadays, businesses in the tourism sector are undergoing development so that they can
provide a good income for a region (Susanto et al., 2022). Tourism provides "treats" to tourists in the
form of beauty, comfort, entertainment, and adrenaline tests. Indonesia is one of the countries that
has abundant natural potential. The natural potential in Indonesia is widely spread from Sabang
Island to Merauke Island, and this has also made Indonesia dubbed the paradise of tourism by the
The Influence of Price, Service Quality on Customer Satisfaction
and Loyalty at Grojogan Sewu Nature Park
Yusuf Ahmad Abdullah, Ihwan Susila
Universitas Muhammadiyah Surakarta, Indonesia
Email: b100200203@student.ums.ac.id, i[email protected]
Correspondence: b100200203@student.ums.ac.id
*
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world. This very profitable potential must be fully utilized both by the community and through the
government with good and correct management. Good and correct management through human
resources, which have the skills to manage this potential, will be a source of income for the region.
The growing number of tourist attractions with their tourist attractions makes the competition
even tighter in attracting tourists to visit (Meliantari & Apriani, 2024). Tourism at this time continues to
be required to always innovate in management, both in terms of beauty, comfort, and cleanliness of
the place. The customer's expectation is always to get better quality and get a more affordable price.
Fierce competition has a positive impact on managers' continuing to innovate and be introspective
for the sustainability of the company.
Price has become the main factor influencing visitors' choices (Febiola & Suyuthie, 2023). Prices
play an important role in attracting customer satisfaction; affordable prices tend to be easily favored
by the lower and upper middle classes. High prices, if not balanced with good management, will affect
purchase intentions, satisfaction, and customer loyalty.
Improving service quality (SQ) can increase customer satisfaction (CS) (Mahendri et al., 2024).
Tourist destination managers who ignore the quality of service will create a negative image in the
community, thus affecting the sustainability of the tourist destination company. In the digital age, like
today, it is very easy for people to go viral for something bad in their eyes and be known to the general
public. This will indirectly affect people's intention to visit these tourist destinations.
Customer loyalty is a result of customer satisfaction with a product or service, which has a
positive impact on the company, namely repurchasing and recommending to other parties (Jannah &
Hayuningtias, 2024). Repurchases at tourist destinations can be in the form of repurchasing tickets at a
later date. With prices and service quality that satisfy customers, natural tourist destinations will
affect their value and become the main destination for the Indonesian people.
Indonesia has many areas that spoil the eyes of the beauty of nature and its atmosphere, so it
has the potential to become a destination for people to travel. There are examples of famous tourist
destinations in the Karanganyar Regency area, which is located in Central Java. One of the potentials
that is currently widely known by the community is the Grojogan Sewu Nature Tourism Park.
Grojogan Sewu Nature Tourism Park offers views in the form of beautiful waterfalls, cool air in the
mountains, and many types of plants, forming a forest that becomes a habitat for various types of
animals so that tourists feel at home.
Relevant research is in Gea (2021) This study investigates how service quality and pricing
perception effect customer loyalty at Caritas Market Gunungsitoli, using consumer satisfaction as a
mediating variable. The study by Gea, M. provides insight into how service quality and price
perception can affect loyalty through consumer satisfaction in a retail context. Although the main
variables are similar, the context and application of this study differ significantly from Yusuf Ahmad
Abdullah's research, which focuses on the tourism sector. Differences in customer type, research
environment, and focus on mediating variables (consumer satisfaction) are key aspects that
differentiate these two studies.
Based on the description above, the existence of several factors that affect customer
satisfaction, namely price and service quality, will impact loyalty. So, the author is interested in
conducting research entitled "The Influence of Price, Service Quality on Customer Satisfaction and
Loyalty at Grojogan Sewu Nature Park."
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2. Materials and Methods
This study employs a quantitative approach, which entails collecting data in the form of
numbers and analyzing it using statistical methods (Yam & Taufik, 2021). The analysis tool in this study
employs multiple linear regression analysis. The primary data used in this study was collected by
giving questionnaires to visitors to Grojogan Sewu Nature, Tourism Park.
The population of this study consists of all visitors to the Grojongan Sewu Nature Tourism Park.
Suriani et al., (2023) define a sample as a subset of a population that reflects its features. This study
employs a nonprobability sampling technique known as purposive sampling, in which samples are
chosen based on defined criteria. The sample criteria include tourists aged 18 years and above,
physically and spiritually healthy, having visited Grojogan Sewu Tourism Park, and owners/managers
of tourism destinations. This study involved 100 respondents who had traveled to the Grojogan Sewu
Nature Tourism Park in Karanganyar Regency.
This study employs primary data, which means data obtained directly by researchers from the
first source (Bakti et al., 2021). Primary data was obtained through respondents' answers in
interviews or questionnaires by tourists. This data refers to direct information related to the variables
of interest for the research.
This study collects data using questionnaires, which provide primary data directly from the
field or company that is the subject of the research. According to Suasapha (2020), on the Likert scale,
each response choice must be given a number.
This research utilizes Structural Equation Modeling (SEM) with Partial Least Squares (PLS). PLS
is an analysis method that does not require data on a certain scale (Anggita et al., 2019). This
technique combines an econometric perspective for prediction and psychometrics to describe the
concept of a model with latent variables, which are measured through its indicators. SEM offers the
ability for path analysis with latent variables, and PLS requires a relatively small sample. PLS-SEM
analysis consists of two models, the Outer Model and the Inner Model, and several tests need to be
performed.
Validity: Content and construct validity are used to evaluate the instrument. This includes
measurements like the loading factor, which shows that all indicators have a value larger than 0.5,
indicating that they are valid for measuring the variable in question. In addition, Average Variance
Extracted (AVE) values are employed, which suggest that the variables measured can reflect the
majority of the information contained in the indicator. Reliability: The reliability test was conducted
using two methods: Cronbach's Alpha (CA) and Composite Reliability (CR). The CA value achieved is
larger than 0.7, indicating that the used indicators have good internal consistency. CR is also more
than 0.7, indicating that the instrument has good dependability when measuring the construction in
issue.
3. Result and Discussion
Analisis SEM PLS
The testing stages are carried out in order to meet the assumptions of each data processing
method using SmartPLS 3. The first is the outer model, and the second is the inner model. An overview
of the results of the calculation of the path diagram in this study looks like this:
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Figure 1 Path Diagram (Standardized)
Evaluation of the Measurement Model (Outer Model)
1) Convergent Validity
Four statement indicators measure the Price Variable, 5 statement indicators measure Service
Quality, 4 statement indicators measure Customer Satisfaction, and 4 statement indicators measure
Customer Loyalty. The outcomes of obtaining the loading factor value for each indication in each
variable are as follows.
Table 1 Measurement of Research Variables
Variable
Indicator
OL
Price
CR: 0.865
CA: 0.792
AVE: 0.618
The ticket prices offered are
according to my ability.
0.811
I consider the price before
deciding to buy a product/service.
0.850
I would be happy if there were a
discount from the management
team.
0.785
I refuse to visit if the ticket price
is expensive.
0.890
Quality of Service
CR: 0.840
CA: 0.761
AVE: 0.512
I was happy with the hospitality
of the tourism management
officer.
0.842
I feel helped by the service from
the tourism management officer.
0.738
I like the cleanliness and neatness
of this tourist park.
0.752
This natural tourism park meets
my expectations in visiting.
0.881
I am comfortable traveling in this
natural tourist park.
0.759
Customer
Satisfaction
CR: 0.837
CA: 0.740
AVE: 0.564
I feel like the price given is worth
what I get.
0.838
I am satisfied with the service
from the tourism management
officer.
0.737
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This natural tourism park meets
my expectations as a visitor.
0.712
I would recommend this nature
park to others.
0.710
Customer
Loyalty
CR: 0.855
CA: 0.773
AVE: 0.595
I will revisit the Grojogan Sewu
Nature Park.
0.755
I tend to choose this natural park
as my main vacation destination.
0.763
Its affordable price makes me
satisfied, and I want to go back on
vacation to this natural tourist
park.
0.774
Satisfactory service makes me
satisfied, and I want to return to
vacation to this natural tourist
park.
0.793
Source: Data Processing (2024)
Judging from the table above, it can be known as follows:
● The price variable indicator has a loading factor value of > 0.5, so it is valid for measuring price
variables. The AVE value is 0.618, indicating that 61.8% of the information contained in the four
indicators may be represented by price variables. Then, the CR value of 0.865 and the CA value
of 0.792 are more than 0.7. This demonstrates that all indicators are consistent in measuring
price factors.
● The Service Quality variable indicator has a loading factor value greater than 0.5, indicating its
validity for measurement. The AVE score is 0.512, indicating that 51.2% of the information
contained in the five indicators can be represented by the Service Quality variable. Then, the CR
value of 0.840 and the CA value of 0.761 are more than 0.7. This demonstrates that every
indicator is consistent in measuring the variable of service quality.
● The Customer Satisfaction variable indicator has a loading factor value greater than 0.5,
indicating validity in measuring the variable. The AVE value is 0.564, indicating that the Customer
Satisfaction variable may capture 56.4% of the information from the four indicators. Then, the
CR value of 0.837 and the CA value of 0.740 are more than 0.7. This demonstrates that all
indicators are consistent in measuring the customer satisfaction variable.
● The Customer Loyalty variable indicator has a loading factor value greater than 0.5, indicating its
validity for measurement. The AVE score is 0.595, indicating that the Customer Loyalty variable
may capture 59.5% of the information from the five indicators. Then, the CR value of 0.855 and
the CA value of 0.773 are more than 0.7. This demonstrates that all indicators are consistent in
measuring the customer loyalty variable.
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2) Discriminant Validity,
The following table displays the cross-loading value, which represents the discriminant validity
value:
Table 2 Validity of Discrimination (Cross Loading)
HRG
KPL
KEP
LOY
HRG1
0.811
0.629
0.600
0.641
HRG2
0.850
0.606
0.635
0.659
HRG3
0.785
0.655
0.549
0.533
HRG4
0.890
0.661
0.497
0.493
KPL1
0.588
0.842
0.521
0.508
KPL2
0.610
0.738
0.650
0.612
KPL3
0.550
0.752
0.544
0.511
KPL4
0.559
0.881
0.529
0.473
KPL5
0.571
0.759
0.557
0.627
KEP1
0.544
0.586
0.838
0.648
KEP2
0.539
0.632
0.737
0.562
KEP3
0.505
0.488
0.712
0.590
KEP4
0.592
0.643
0.710
0.629
LOY1
0.583
0.591
0.620
0.755
LOY2
0.608
0.597
0.636
0.763
LOY3
0.543
0.563
0.643
0.774
LOY4
0.566
0.622
0.604
0.793
Source: Data Processing (2024)
Table 3 Fornell – Larcker Criterion
Price
Quality of
Service
Customer
Satisfaction
Customer
Loyalty
Price
0.886
Quality of
Service
0.805
0.816
Customer
Satisfaction
0.729
0.786
0.851
Customer
Loyalty
0.745
0.770
0.811
0.872
Source: Data Processing (2024)
Table 4 HTMT Ratio Discrimination
Price
Quality of
Service
Customer
Satisfaction
Customer
Loyalty
Price
Quality of
Service
0.715
Customer
Satisfaction
0.726
0.792
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Customer
Loyalty
0.725
0.798
0.654
Source: Data Processing (2024)
Based on the table above, three models of measuring the validity of discrimination, namely
cross loading, the Fornell-Larcker Criterion, and the HTMT ratio, are well met. For the validity of being
criminalized with the cross-loading model, it can be found that the HRG1 – HRG4 indicator has the
highest correlation with the advertising variable. Similarly, additional indicators show the strongest
association with each of their latent factors. Furthermore, to demonstrate the validity of
discriminating using the Fornell-Larcker Criterion technique, the root value of AVE for each variable
is greater than the correlation of other variables. Finally, the validity test of discrimination using the
HTMT ratio approach reveals that the correlation value between latent variables is less than 0.9.
3) Multiclonality Test,
The multicollinearity test values in this study are shown in the table below:
Table 5 Multiclonality Test
VIF
HRG1
1.744
HRG2
1.988
HRG3
1.660
HRG4
1.361
KPL1
1.332
KPL2
1.491
KPL3
1.606
KPL4
1.504
KPL5
1.581
KEP1
1.834
KEP2
1.476
KEP3
1.354
KEP4
1.334
LOY1
1.435
LOY2
1.456
LOY3
1.535
LOY4
1.616
Source: Data Processing (2024)
The table shows that each indication has a VIF value of less than 5.0. This implies that there is
no collinearity among constructs in this investigation.
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Structural Model Evaluation (Inner Model)
1) R-Square
When R² is the only basis for assessing a model's predictive potential, there is an inherent bias
towards selecting models with many exogenous constructions, even if they are only modestly related
to endogenous constructions.
Table 6 R Result – Square
R Square
Information
Customer Satisfaction
0.637
Substantial
Customer Loyalty
0.712
Substantial
Source: Data Processing (2024)
The results in the table above show that the first substructure has a R Square value of 0.637.
The variability of the pricing and customer constructs can explain the 63.7% variation in the
Customer Satisfaction construct.
Furthermore, the second substructure obtained the R Square value of 0.712. The variability of
the price structure, Quality of Service, and Customer Satisfaction can explain the variability of the
Customer Loyalty construct of 71.2%.
2) Q-Square
Q-square is an indicator of the predictive strength or predictive relevance of a model outside
the sample.
Table 7
Q Result – Square,
SSO
SSE
Q
2
(=1-SSE/SSO)
Customer Satisfaction
400.0000
263.9884
0.3400
Customer Loyalty
400.0000
235.1362
0.4122
Source: Data Processing (2024)
Based on the data presented above, the Q-square values for the intervening and dependent
variables in this study are 0.340 and 0.412, respectively, which are more than zero. This study is
regarded good since it has a high predictive relevance value.
3) F-Square
The f-square (f²) is a measure of the effect size in structural equation modeling, indicating how
much an independent variable contributes to the explanation of a dependent variable's variance.
● The f2 value of 0.02 indicates weak effect.
● The f2 value of 0.15 indicates sufficient effect.
● The f2 value of 0.35 indicates strong effect.
Table 8 F – Square Result
Path
F Square
Effect Size
HRG → KEP
0.273
Enough
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KPL → KEP
0.320
Enough
HRG → LOY
0.241
Enough
KPL → LOY
0.298
Enough
KEP → LOY
0.260
Enough
Source: Data Processing (2024)
Judging from the table above and the result of the data processing carried out, the paths HRG
→ KEP, KPL → KEP, HRG → LOY, KPL → LOY, and KEP → LOY have an effective size effect of “sufficient”
in the structural model.
4) Hypothesis Testing,
Hypothesis testing uses t-statistics and p-values to determine if the formulated hypothesis is
rejected or accepted. This study employed the criteria t - t-statistics> 1.96 with a p-value level of <
0.05 and a positive path coefficient. The outcomes for the model description in this study are as
follows:
Figure 2 Bootstrapping Full Model Structural
Table 9 Data T – Statistics
Path
Original
Sample
(O)
Sample
Mean
(M)
Standard
Deviation
(STDEV)
T –
Statistics
(O/STDEV)
P -
Values
Result
HRG → KEP
0.282
0.279
0.101
2.631
0.008
Accepted
KPL → KEP
0.568
0.572
0.102
5.368
0.000
Accepted
HRG → LOY
0.226
0.224
0.126
2.655
0.004
Accepted
KPL → LOY
0.207
0.205
0.127
2.578
0.004
Accepted
KEP → LOY
0.484
0.491
0.097
4.971
0.000
Accepted
Source: Data Processing (2024)
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1) The first hypothesis evaluated the impact of pricing on customer satisfaction. Based on the data
processing findings reported in the line efficiency estimation table and the statistical test of the
standard value of price to Customer Satisfaction of 0.101, which is positive. The p-values are
significant at 0.008 < 0.05, and the t-statistical value is 2.631 > 1.96. So, the initial hypothesis was
adopted. This indicates that price has a positive and considerable impact on customer satisfaction.
2) The second hypothesis examined the impact of service quality on customer satisfaction. Based on
the data processing results shown in the line efficiency estimation table and the statistical test, the
standard deviation value is 0.102, indicating a positive trend. The p-values are statistically
significant (0.000 < 0.05), and the t-statistical value is 5.368 > 1.96. So, the second theory is
accepted. This implies that service quality has a positive and considerable impact on customer
satisfaction.
3) The third hypothesis examined the impact of pricing on customer loyalty. Based on the data
processing results reported in the path efficiency estimation table and the statistical test of the
standard value of price deviation to Customer Loyalty of 0.126, which is positive. The p-values are
significant at 0.004 < 0.05, and the t-statistical value is 2.655 > 1.96. So the third theory is accepted.
This implies that price has a positive and considerable impact on customer loyalty.
4) The fourth hypothesis examines the impact of service quality on customer loyalty. Based on the
data processing results reported in the line efficiency estimation table and the statistical test, the
standard deviation is 0.127 in the positive direction. The p-values are significant at 0.004 < 0.05,
and the t-statistical value is 2.578 > 1.96. Therefore, the fourth hypothesis is accepted. This implies
that service quality has a favorable and considerable impact on customer loyalty.
5) The fifth hypothesis examines the impact of customer satisfaction on customer loyalty. Based on
the data processing results shown in the line efficiency estimation table and the statistical test, the
standard deviation value is 0.097 in the positive direction. The p-values are statistically significant
(0.000 < 0.05), and the t-statistical value is 4.971 > 1.96. Therefore, the fifth hypothesis is accepted.
This implies that customer satisfaction has a positive and considerable impact on customer loyalty.
Discussion
The Effect of Price on Customer Satisfaction
The hypothesis test results show that price has a positive and significant influence on Customer
Satisfaction. This means that pricing that matches the expectations and budget of visitors contributes
significantly and significantly to increasing their satisfaction. When visitors feel that the price they
pay is worth the value and experience they receive, their satisfaction level will increase, which in turn
can drive customer loyalty towards the destination. This finding is in line with the study results from
Pertiwi et al. (2022).
This result are in line with the definition of price according to Nurfauzi et al. (2023), that price
is the value exchanged by consumers to get benefits from a product or service. When the price set
aligns with the visitor's expectations and budget, they feel they are getting the value they deserve,
increasing their satisfaction. This also supports Hafizah Febiola's (2024) view that customer
satisfaction is the feeling of using the products, facilities, and services.
Price has a positive and significant influence on Customer Satisfaction, indicating that
customers perceive the price they pay as fair and justified in relation to the value of the product or
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service they receive. When the price aligns with customer expectations and the perceived quality, it
enhances their overall satisfaction. This positive relationship suggests that customers are more likely
to be satisfied when they feel they are getting good value for their money, which in turn can lead to
increased loyalty and positive word-of-mouth for the brand or business.
The Effect of Service Quality on Customer Satisfaction
The test results demonstrate that Service Quality has a positive and significant effect on
Customer Satisfaction. This indicate that good, friendly, and professional service significantly
increases visitor satisfaction. When visitors receive services that meet or exceed their expectations,
their satisfaction levels significantly increase, which can drive their loyalty to the destination. This
finding is supported by Budiono (2021), which suggest that service quality has a positive and
significant impact on customer satisfaction.
This result supporting Risnawati's view (2023) that ervice quality is the satisfaction of
consumers' expectations and demands. When visitors receive good, friendly, and professional service,
it meets or exceeds their expectations, according to the concept of customer satisfaction explained by
Hafizah Febiola (2023), where satisfaction arises from the difference between expectations before and
after consuming the service.
High-quality service, characterized by responsiveness, reliability, and professionalism, meets
or exceeds customer expectations, leading to greater satisfaction. This strong relationship highlights
the importance of consistently delivering excellent service to foster customer loyalty and enhance the
overall customer experience.
The Effect of Price on Customer Loyalty
The hypothesis test results corroborate this finding by showing a positive and significant
influence between price and Customer Loyalty. This indicate that prices that match the expectations
and value felt by visitors increase their satisfaction and encourage them to stay loyal and return to
visit. When visitors feel that their price provides good value, they are more likely to become loyal
customers and revisit and recommend these tourist destinations to others. This study's conclusions
are supported by Ronasih (2021) and Budiono (2021), it claimed that price has a favorable and
considerable impact on customer loyalty.
This result are consistent with Nurfauzi's (2023) view of price as value exchanged by
consumers to get benefits from a product or service. When the price offered is in line with
expectations and provides good value, visitors tend to become loyal customers, as Harahap et al.
(2024) revealed that loyalty is more profitable than getting new customers.
A positive and significant influence between price and Customer Loyalty suggests that when
customers perceive the price of a product or service as fair and reasonable, they are more likely to
remain loyal to the brand. This relationship indicates that a well-considered pricing strategy, which
aligns with customer expectations and perceived value, can strengthen customer loyalty. Customers
who feel they are getting good value for their money are more inclined to make repeat purchases and
maintain a long-term relationship with the brand.
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The Influence of Service Quality on Customer Loyalty
The hypothesis test results confirm this finding by showing that Service Quality has a positive
and significant influence on Customer Loyalty. This indicate that good and quality service significantly
increases the tendency of visitors to stay loyal and return to visit. When visitors receive satisfactory
and professional service, it increases their satisfaction and strengthens their desire to continue using
the service and recommend these tourist destinations to others, thereby increasing customer loyalty.
his study's findings are consistent with those of Pertiwi (2022) and Gea (2021), who discovered that
service quality has a favorable and significant effect on customer loyalty.
This result support Apriliani and Nurtjahjani's (2021) view of the importance of quality service
in achieving business success and sustainability. This concept is also reinforced by Ade Kurnia
Harahap (2024), who states that loyalty is more profitable than getting new customers.
Service Quality has a positive and significant influence on Customer Loyalty, indicating that
higher levels of service quality lead to stronger customer loyalty. When customers consistently
receive excellent service, they are more likely to develop a lasting connection with the brand. This
positive relationship underscores the importance of maintaining high service standards, as satisfied
customers are more inclined to return, recommend the brand to others, and continue their
relationship over time.
The Effect of Customer Satisfaction on Customer Loyalty
The hypothesis test results confirm this finding by showing that Customer satisfaction has a
positive and significant impact on customer loyalty. This indicate that the more satisfied visitors are,
the more likely they are to become loyal customers. When visitors are satisfied with their experience,
both in terms of price and quality of service, they are more likely to come back and recommend these
tourist destinations to others, increasing overall customer loyalty. This study's findings are consistent
with those of Pertiwi (2022) and Ronasih (2021), who discovered that customer satisfaction has a
favorable and considerable effect on client loyalty.
This result are consistent with Hafizah Febiola's (2024) view of the concept of customer
satisfaction seen after using the products, facilities, and services that have been provided. This
concept is also emphasized by Harahap et al. (2024), who state that loyalty is more profitable than
getting new customers.
Satisfied customers tend to develop a sense of trust and emotional connection with the brand,
leading to repeat purchases and long-term commitment. This strong relationship emphasizes the
importance of prioritizing customer satisfaction to foster loyalty, as content customers are more
likely to advocate for the brand and contribute to its sustained success.
4. Conclusion
As a result of the research that has been carried out, at the end of this study, a conclusion was
obtained from the problems studied about: 1) Price has a positive and significant influence on
Customer Satisfaction. This means that pricing that matches the expectations and budget of visitors
contributes significantly and significantly to increasing their satisfaction. 2) Service Quality has a
favorable and significant impact on customer satisfaction. This indicates that providing good,
courteous, and competent service considerably improves visitor happiness. 3) Pricing has a favorable
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and significant impact on customer loyalty. This means that prices that correspond to visitors'
expectations and perceived value not only boost their satisfaction, but also motivate them to remain
loyal and return. 4) Service Quality has a favorable and significant impact on customer loyalty. This
indicates that providing good and high-quality service enhances visitors' likelihood of being loyal and
returning. 5) Customer Satisfaction has a good and significant impact on customer loyalty. This means
that the more satisfied visitors are, the more likely they are to become repeat clients.
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