David Malik, Yogi Rahmatulla

The Influence of Marketing Communication and Service Quality on the Satisfaction of Tourists of Air Manis Beach in Padang City, West Sumatra

Introduction

The influence of marketing communication and service quality on the satisfaction of tourists of air manis beach in padang city, west sumatra. Discover the significant influence of marketing communication and service quality on tourist satisfaction at Air Manis Beach, Padang City, West Sumatra. Quantitative study confirms positive effects.

Abstract

The problem in this study is how the influence of marketing communication and service quality on the satisfaction of tourists at Air Manis Beach in Padang City, West Sumatra. This study aims to determine the influence of marketing communication and service quality on the satisfaction of tourists at Air Manis Beach in Padang City, West Sumatra. The types of research used are quantitative and associative. The population in this study is all consumers at Air Manis Beach in Padang City, West Sumatra and the sample in this study is 96 respondents. The sampling technique used in this study is the accidental sampling technique. The analysis method used is multiple regression analysis. The results of this study show that based on the results of the t-test on the Marketing communication variable, it has a positive and significant effect on the satisfaction of Tourists of Air Manis Beach, Padang City, West Sumatra. This is evident from the result where the t-value is calculated 5.022 and the value (sig = 0.000 < 0.05). With df = 96-3 = 93 obtained atable of 1.985, from the above results it can be seen that the tcount > table is 5.022 >1.985, this shows that Ha is accepted and Ho is rejected. So marketing communication has an effect on tourist satisfaction. The Service Quality Variable has a positive and significant effect on the satisfaction of Tourists of Air Manis Beach, Padang City, West Sumatra. This is evident from the result where the t-value is calculated 4.872 and the value (si g = 0.000 < 0.05). With df =96-3 = 93 obtained a table of 1.985, from the above results it can be seen that the tcount > table 4.872 >1.985, this shows that Ha is accepted and Ho is rejected. So the quality of service affects tourists. Based on the results of the F test, the value of Fcal was obtained 87.024 > 3.094,meaning that marketing and service quality together have a positive and significant effect on the variable of tourist satisfaction. The value of the determinant coefficient (R-Square) obtained was 0.668 or 66.8%. This figure shows that 66.8% of tourist satisfaction (bound variable) can be explained by marketing communication and service quality. The remaining 33.2% was influenced by other factors that were not explained in this study.

Review

The manuscript investigates the critical factors of marketing communication and service quality influencing tourist satisfaction at Air Manis Beach in Padang City, West Sumatra. This is a highly relevant topic, especially for regional tourism development, as understanding drivers of satisfaction is crucial for enhancing visitor experiences and promoting destinations. The study clearly articulates its objective to quantitatively assess these relationships using a sample of 96 respondents and multiple regression analysis. The findings, as presented, suggest a significant positive impact of both marketing communication and service quality, individually and jointly, on tourist satisfaction, explaining a substantial proportion (66.8%) of its variance. A notable strength of this study lies in its direct and clear empirical approach, providing specific statistical evidence for the relationships examined. The clear reporting of t-values, p-values, F-statistics, and R-squared values provides transparency into the analytical outcomes, demonstrating strong statistical significance for all hypotheses tested. However, several methodological aspects warrant closer attention. The reliance on accidental sampling, while convenient, introduces a potential for sampling bias and limits the generalizability of the findings to the broader population of "all consumers" at Air Manis Beach, whose exact definition and size remain unspecified. Furthermore, the abstract lacks crucial details regarding the operationalization and measurement of key variables—marketing communication, service quality, and tourist satisfaction—which are fundamental for assessing the study's construct validity and replicability. Despite these methodological points, the study offers valuable insights for tourism stakeholders in Padang City, highlighting the importance of strategic marketing efforts and high-quality service provision in enhancing tourist satisfaction at Air Manis Beach. The finding that these two factors collectively explain over two-thirds of tourist satisfaction underscores their combined influence. For the full paper, a deeper discussion of the practical implications of these findings, along with how they contribute to existing literature on tourism marketing and service management, would be beneficial. Future research could aim to replicate these findings using more robust probability sampling techniques, explore additional mediating or moderating factors (as suggested by the unexplained 33.2% variance), and delve into qualitative aspects to gain a richer understanding of tourist experiences at this specific destination.

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