The Effect of Marketing Mix and Service Quality on Satisfaction and Revisit Intention to Kampung Coklat, Blitar Regency

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.

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-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

Research Purposes
This research aims to:  Kotler and Armstrong (2008) classify the marketing mix into 4Ps, namely product, price, promotion and place.

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) Petrick, et.al (2001) (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.

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

Research Variables and Indicators
Research variables and indicators can be seen in Table 1 below.

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.   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.  Table 4 below.

Results of the Measurement Model Analysis (Outer Model)
Analysis of the measurement model

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.

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. 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.

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.

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.

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.  Ghozali (2014), namely a pvalue less than 0.05 (5% significance level) and a T-Statistics value of more than 1.96.

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).   Tenenhaus, et.al (2005).
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 (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)  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.