Efektivitas Event Marketing Terhadap Kepuasan dan Loyalitas Pengunjung di Industri Pariwisata Aruna Senggigi

Authors

  • Sofiyanti Program Studi Manajemen, Universitas Pendidikan Mandalika, Mataram, Indonesia., Indonesia
  • Menik Aryani Universitas Pendidikan Mandalika, Indonesia
  • Fermatika Oktavia Hanna Program Studi Manajemen, Universitas Pendidikan Mandalika, Mataram, Indonesia., Indonesia

DOI:

https://doi.org/10.33394/vis.v14i1.22991

Abstract

Jenis penelitian ini adalah penelitian kuantitatif, populasi dalam penelitian ini yaitu pengunjung Event Aruna Senggigi yang pernah datang ke Event di Aruna dengan jumlah sampel 100 responden dan pengampilan sampel menggunakan teknik purposive sampling dan menggunakan rumus Cochran. Teknik pengumpulan data menggunakan kuesioner dan diolah dan analisis menggunakan software SPSS versi 2026. Teknik analisis data meliputi uji validitas, uji reliabilitas, Uji asumsi klasik (uji normalitas, uji heteroskedastisitas,), Uji hipotesis (uji t , uji f, uji regresi linear berganda, uji koefisien determinasi (R2). Hasil penelitian ini menunjukkan: 1). Kepuasan Pengunjung (Y1) untuk t hitung sebesar 18,918 dan tingkat signifikansi sebesar 0,000. Nilai signifikansi tersebut lebih kecil dari 0,05 (0,000 < 0,05), sehingga dapat disimpulkan bahwa variabel Event Marketing berpengaruh positif dan signifikan terhadap kepuasan pengunjung di Aruna Senggigi.. 2). Loyalitas Pengunjung (Y2) untuk t hitung sebesar 14,122 dan tingkat signifikansi sebesar 0,000.

Kata Kunci: Event Marketing, Kepuasan dan Loyalitas, Industri Pariwisata

Abstract: This study aims to determine the Effectiveness Of Event Marketing On Visitor Satisfaction And Loyalty In The Aruna Senggigi Tourism Industry (A Case Study On Visitors Of Aruna Senggigi Events). This research used a quantitative approach. The population in this study consisted of visitors who had attended events at Aruna Senggigi, with a sample size of 100 respondents. The sampling technique used was purposive sampling, and the sample size was determined using the Cochran formula. Data collection was conducted through questionnaires, and the data were processed and analyzed using SPSS software version 2026. The data analysis techniques included validity testing, reliability testing, classical assumption tests (normality test and heteroscedasticity test), and hypothesis testing (t-test, F-test, multiple linear regression test, and coefficient of determination test (R²)). The results of this study indicate that: 1) Visitor Satisfaction (Y1) obtained a t-count value of 18.918 with a significance level of 0.000.

Keywords: Marketing Event, Satisfaction and Loyalty, the Tourism Industry

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Published

2026-04-10

How to Cite

Sofiyanti, Aryani, M., & Fermatika Oktavia Hanna. (2026). Efektivitas Event Marketing Terhadap Kepuasan dan Loyalitas Pengunjung di Industri Pariwisata Aruna Senggigi. Jurnal Visionary : Penelitian Dan Pengembangan Dibidang Administrasi Pendidikan, 14(1), 279–286. https://doi.org/10.33394/vis.v14i1.22991

Issue

Vol. 14 No. 1 (2026): April

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Articles

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