Optimizing Promotion and Service Quality in Influencing Purchase Decisions in the Tourism Sector A Study on Wuki Travel Jogja
Abstract
This research examines the influence of promotion and service quality on purchase decisions for tourism products at Wuki Travel Jogja. Using a quantitative approach, a survey was conducted with 100 respondents who had previously used Wuki Travel Jogja's services. The study employed various analytical techniques, including validity and reliability testing, as well as multiple regression analysis to examine the impact of the independent variables (promotion and service quality) on the dependent variable (purchase decision). The results indicate that both promotion and service quality have a significant and positive influence on purchase decisions when analyzed simultaneously. However, when analyzed separately, promotion was found to have a more dominant effect, with a coefficient value of 0.897, compared to service quality, which showed no significant impact. The study concludes that improving promotional strategies may have the most substantial effect on influencing customer purchase decisions, while service quality, though important, may not play as significant a role in isolation
References
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Jenkins, D. G., & Quintana-Ascencio, P. F. (2020). A solution to minimum sample size for regressions. PLOS ONE, 15(2), e0229345. https://doi.org/10.1371/journal.pone.0229345
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OCAMPO, F. (2023). Customer Satisfaction Towards Farm at San Benito Based Online Reviews From Selected Travel Website. Quantum Journal of Social Sciences and Humanities, 4(4), 75–88. https://doi.org/10.55197/qjssh.v4i4.257
P. Crick, A., & Spencer, A. (2011). Hospitality quality: New directions and new challenges. International Journal of Contemporary Hospitality Management, 23(4), 463–478. https://doi.org/10.1108/09596111111129986
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing, 49(4), 41–50. https://doi.org/10.1177/002224298504900403
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Pratiwi, R., Hartono, S., Nurdiana, E., & Dasmadi, D. (2020). Digital Capability and Communication Skill for Empowering Self-Efficacy in Tourism Industry. https://doi.org/10.2991/aebmr.k.200305.032
Roem, M. (2023). The Role of Stakeholders in the Development of Sustainable Marine Tourism in Makassar City: Tourism Governance Perspective. Kne Social Sciences. https://doi.org/10.18502/kss.v8i17.14151
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Selviasari, R., & Mukhlis, I. (2023). The Role of Instagram Social Media in Marketing Mahamerujaya Travel Products, Malang City. International Journal of Asian Business and Management, 2(5), Article 5. https://doi.org/10.55927/ijabm.v2i5.6447
Sugiyono. (2014). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Alfabeta Bandung. https://opac.perpusnas.go.id/DetailOpac.aspx?id=911046
Sureshchandar, G. S., Rajendran, C., & Anantharaman, R. N. (2002). The relationship between service quality and customer satisfaction – a factor specific approach. Journal of Services Marketing, 16(4), 363–379. https://doi.org/10.1108/08876040210433248
Tjiptono, F. (2014). Pemasaran Jasa: Prinsip, Penerapan dan Penelitian (3rd ed.). Andi Offset.
Vu, H. M., Ngo, V. M., & Nwachukwu, C. (2020). Exploring Human Resources, Marketing and Promotion Activities Towards the Sustainable Tourism Development in Phu Quoc Islands, Vietnam. Management, 24(1), 39–55. https://doi.org/10.2478/manment-2019-0035
Wanjiku, J. T., Wanjiru, G. L., & Agengo, M. K. (2022). Towards Sustainable Tourism Development: Understanding Key Proponents. International Journal of Research in Business and Social Science (2147-4478), 11(9), 372–378. https://doi.org/10.20525/ijrbs.v11i9.2222
Woldemichael, T. M. (2024). Effect of Service Quality on Customer Satisfaction: The Case of Ethiopian Electric Utility in South Western Region. Journal of Multidisciplinary Cases, 43, 24–30. https://doi.org/10.55529/jmc.43.24.30
Wu, X., Hashemi, S., Yao, Y., Kiumarsi, S., Liu, D., & Jin-quan, T. (2023). How Do Tourism Stakeholders Support Sustainable Tourism Development: The Case of Iran. Sustainability, 15(9), 7661. https://doi.org/10.3390/su15097661
Yaqub, R. M. S., Ali, N. S., Ramzan, M. N., & Murad, M. (2022). Effect of Social Media Influencers, YouTube Marketing and Tourism v-Logging on Green Tourism Promotion: Evidence From Pakistan. Pakistan Journal of Humanities and Social Sciences, 10(4). https://doi.org/10.52131/pjhss.2022.1004.0289
Yu, M. (2024). Is the Digital Economy Empowering High-Quality Tourism Development? A Theoretical and Empirical Research From China. Plos One, 19(5), e0303087. https://doi.org/10.1371/journal.pone.0303087
Zarkasyi, M. R., Kuniawan, D. A., & Darma, D. C. (2021). The Prospect of “Halal Tourism” Destination: An Strategy for Ponorogo Regency, East Java (Indonesia). Asean Journal on Hospitality and Tourism, 19(2), 158–166. https://doi.org/10.5614/ajht.2021.19.2.06
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Firmansyah, F., Fadhilah, T., Catur, A., Nurmelia, E., & Rachmansyah, R. (2021). Application of Digital Communication to Increase the Tourism Promotion in Dayeuh Kolot Village, Subang. Mediator (Jurnal Komunikasi), 14(1), 54–65. https://doi.org/10.29313/mediator.v14i1.7627
García, J. J. L., Lizcano, D., Ramos, C. M. Q., & Matos, N. (2019). Digital Marketing Actions That Achieve a Better Attraction and Loyalty of Users: An Analytical Study. Future Internet, 11(6), 130. https://doi.org/10.3390/fi11060130
Guo, Y., Barnes, S. J., & Jia, Q. (2017). Mining Meaning From Online Ratings and Reviews: Tourist Satisfaction analysis Using Latent Dirichlet allocation. Tourism Management, 59, 467–483. https://doi.org/10.1016/j.tourman.2016.09.009
Ha, H. (2021). Service Quality and Satisfaction in the Context of Varying Levels of Restaurant Image and Customer Orientation During the COVID-19 Pandemic. Sustainability, 13(17), 9694. https://doi.org/10.3390/su13179694
Hadi, N. U., Aslam, N., & Gulzar, A. (2019). Sustainable Service Quality and Customer Loyalty: The Role of Customer Satisfaction and Switching Costs in the Pakistan Cellphone Industry. Sustainability, 11(8), 2408. https://doi.org/10.3390/su11082408
Hassan, F., Ong’ayo, H. A., & Osore, M. K. (2018). Measuring the Level of Community Participation in a Demand Driven Development Project: Case of Hazina Ya Maendeleo Ya Pwani Approach in Coastal Kenya. Open Journal of Social Sciences, 06(12), 189–203. https://doi.org/10.4236/jss.2018.612017
Herlina, N., & Lubis, E. E. (2017). Efektivitas Komunikasi Akun Instagram @Sumbar_Rancak Sebagai Media Informasi Online Pariwisata Sumatera Barat. Jurnal Online Mahasiswa (JOM) Bidang Ilmu Sosial Dan Ilmu Politik, 4(2), Article 2.
Jenkins, D. G., & Quintana-Ascencio, P. F. (2020). A solution to minimum sample size for regressions. PLOS ONE, 15(2), e0229345. https://doi.org/10.1371/journal.pone.0229345
Karsono, L. D. P., & Salma, L. F. (2023). The impact of 9P’s of marketing mix strategy towards the decision to purchase halal tourism services. Journal of Islamic Economics Lariba, 9(1), 1–18. https://doi.org/10.20885/jielariba.vol9.iss1.art1
Kotler, P., & Armstrong, G. (2021). Principles of marketing (Eighteenth edition. Rental edition). Pearson Education.
Kotler, P., Keller, K. L., & Chernev, A. (2022). Marketing Management (Sixteenth edition; global edition). Pearson Education. https://www.pearson.com/en-us/subject-catalog/p/marketing-management/P200000005952/9780135887158
Kumo, W. (2023). Leveraging Consumer Behavior Research for Effective Marketing Strategies. Advances in Business & Industrial Marketing Research, 1(3), 117–129. https://doi.org/10.60079/abim.v1i3.196
Lambulira, M., & BELLO, F. G. (2022). Challenges to Tourism Development in Sub-Saharan Africa. A Case of Malawi. Journal of Environmental Management and Tourism, 13(2), 391. https://doi.org/10.14505/jemt.v13.2(58).09
Louise, G., Marsongko, E. P., & Permana, O. (2022). Economic Impact of the Development of the Tangkahan Ecotourism in Namo Sialang Village, Langkat Regency. International Journal of Sustainable Competitiveness on Tourism, 1(02), 53–61. https://doi.org/10.34013/ijscot.v1i02.1015
Lusena-Ezera, I. (2023). The Role of Sustainable Leadership in Promoting the Visibility of the Territories Represented by the Tourism Information Centres of Latvian State Cities. Sustainability, 15(10), 7852. https://doi.org/10.3390/su15107852
Monferrer, D., Segarra, J. R., Estrada, M., & Moliner, M. Á. (2019). Service Quality and Customer Loyalty in a Post-Crisis Context. Prediction-Oriented Modeling to Enhance the Particular Importance of a Social and Sustainable Approach. Sustainability, 11(18), 4930. https://doi.org/10.3390/su11184930
Nababan, E., Manalu, S. A., Siboro, B. A. H., & Manik, Y. (2021). Analysis of Stakeholder Attitudes Toward Sustainable Tourism Development of Lake Toba Area. International Journal of Tourism and Hospitality in Asia Pasific, 4(3), 1–18. https://doi.org/10.32535/ijthap.v4i3.1195
OCAMPO, F. (2023). Customer Satisfaction Towards Farm at San Benito Based Online Reviews From Selected Travel Website. Quantum Journal of Social Sciences and Humanities, 4(4), 75–88. https://doi.org/10.55197/qjssh.v4i4.257
P. Crick, A., & Spencer, A. (2011). Hospitality quality: New directions and new challenges. International Journal of Contemporary Hospitality Management, 23(4), 463–478. https://doi.org/10.1108/09596111111129986
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing, 49(4), 41–50. https://doi.org/10.1177/002224298504900403
Park, J., Hoang Tran Phuoc Mai Le, Amendah, E., & Kim, D. (2021). A Look at Collaborative Service Provision: Case for Cosmetic Surgery Medical Tourism at Korea for Chinese Patients. International Journal of Environmental Research and Public Health, 18(24), 13329. https://doi.org/10.3390/ijerph182413329
Pratiwi, R., Hartono, S., Nurdiana, E., & Dasmadi, D. (2020). Digital Capability and Communication Skill for Empowering Self-Efficacy in Tourism Industry. https://doi.org/10.2991/aebmr.k.200305.032
Roem, M. (2023). The Role of Stakeholders in the Development of Sustainable Marine Tourism in Makassar City: Tourism Governance Perspective. Kne Social Sciences. https://doi.org/10.18502/kss.v8i17.14151
Santosa, S., Saryani, S., Susilowati, H., Setiaji, Y., & Anggraini, A. (2023). Collaboration of the Stakeholders in Developing Community-Based Tourism in Terong Creative Village, Belitung. Technium Social Sciences Journal, 42, 170–188. https://doi.org/10.47577/tssj.v42i1.8714
Selviasari, R., & Mukhlis, I. (2023). The Role of Instagram Social Media in Marketing Mahamerujaya Travel Products, Malang City. International Journal of Asian Business and Management, 2(5), Article 5. https://doi.org/10.55927/ijabm.v2i5.6447
Sugiyono. (2014). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Alfabeta Bandung. https://opac.perpusnas.go.id/DetailOpac.aspx?id=911046
Sureshchandar, G. S., Rajendran, C., & Anantharaman, R. N. (2002). The relationship between service quality and customer satisfaction – a factor specific approach. Journal of Services Marketing, 16(4), 363–379. https://doi.org/10.1108/08876040210433248
Tjiptono, F. (2014). Pemasaran Jasa: Prinsip, Penerapan dan Penelitian (3rd ed.). Andi Offset.
Vu, H. M., Ngo, V. M., & Nwachukwu, C. (2020). Exploring Human Resources, Marketing and Promotion Activities Towards the Sustainable Tourism Development in Phu Quoc Islands, Vietnam. Management, 24(1), 39–55. https://doi.org/10.2478/manment-2019-0035
Wanjiku, J. T., Wanjiru, G. L., & Agengo, M. K. (2022). Towards Sustainable Tourism Development: Understanding Key Proponents. International Journal of Research in Business and Social Science (2147-4478), 11(9), 372–378. https://doi.org/10.20525/ijrbs.v11i9.2222
Woldemichael, T. M. (2024). Effect of Service Quality on Customer Satisfaction: The Case of Ethiopian Electric Utility in South Western Region. Journal of Multidisciplinary Cases, 43, 24–30. https://doi.org/10.55529/jmc.43.24.30
Wu, X., Hashemi, S., Yao, Y., Kiumarsi, S., Liu, D., & Jin-quan, T. (2023). How Do Tourism Stakeholders Support Sustainable Tourism Development: The Case of Iran. Sustainability, 15(9), 7661. https://doi.org/10.3390/su15097661
Yaqub, R. M. S., Ali, N. S., Ramzan, M. N., & Murad, M. (2022). Effect of Social Media Influencers, YouTube Marketing and Tourism v-Logging on Green Tourism Promotion: Evidence From Pakistan. Pakistan Journal of Humanities and Social Sciences, 10(4). https://doi.org/10.52131/pjhss.2022.1004.0289
Yu, M. (2024). Is the Digital Economy Empowering High-Quality Tourism Development? A Theoretical and Empirical Research From China. Plos One, 19(5), e0303087. https://doi.org/10.1371/journal.pone.0303087
Zarkasyi, M. R., Kuniawan, D. A., & Darma, D. C. (2021). The Prospect of “Halal Tourism” Destination: An Strategy for Ponorogo Regency, East Java (Indonesia). Asean Journal on Hospitality and Tourism, 19(2), 158–166. https://doi.org/10.5614/ajht.2021.19.2.06
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