Authors:
Fiki Sa'adah
;
Tomoliyus
and
Yudik Prasetyo
Affiliation:
Graduate School, Yogyakarta State University, Jl. Colombo No.1, Depok, Sleman, Yogyakarta, Indonesia, Indonesia
Keyword(s):
Service Quality, Satisfaction, Loyalty, Sports Event
Abstract:
This study is a descriptive one using mixed methods (quantitative and qualitative). The purpose of the study is to describe the enthusiastic people who participated as an exhibitor at the mega sports event. Research related to sports marketing, the results support the event where XI Indonesian Karate Cup Semar, 2019. The effect of a number of variables of service quality on service satisfaction and loyalty of the mega sport event participant behavior, influence on loyalty rates mega sport event participant behavior, influence of satisfaction on loyalty mega sport event participant behaviour. Subjects of research were selected using random sampling amounting to 85 participants from a population of 310 participants the event XI Indonesian Karate Cup Semar, 2019. The result of this study is that there is a significant impact on satisfaction, the effect of service quality on behavioral loyalty largely indirect. The influence of the quality of service is fully loyalty through satisfaction
. On the other hand, sporting event registration rates negatively affect customer satisfaction and loyalty. The quality of service and tariffs become an important variable for the organizers of sporting events to keep participants in sporting events and increase the loyalty of participants publish a sporting event. Thus, the quality of service and tariffs become a powerful management instrument to increase the loyalty of participants participated sporting event to decide the strategy as to increase customer satisfaction and loyalty sporting event participants.
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