The Influence of Price, Service Quality on Customer Satisfaction and Loyalty at Grojogan Sewu Nature Park

Tourism is an important sector in national development. Competition for tourist destinations, including Grojogan Sewu Nature Tourism Park, is getting tighter. To compete, managers must offer competitive prices and quality services. Precise prices and good service are not only attractive but also retain customers. Customer satisfaction is the key to success, as it has an impact on loyalty and positive recommendations. Therefore, understanding the influence of price and service on satisfaction and loyalty is very important for managers. This research aims to test the influence of price and service quality on customer satisfaction and loyalty in Grojogan Sewu Nature Tourism Park, Karanganyar. The research method used is quantitative. Data was obtained through a questionnaire filled out by 100 respondents who had visited the location. The analysis technique used is Partial Least Square-Structural Equation Modeling (PLS-SEM) with the help of SMARTPLS 3.0 software. The results of the study show that price and service quality have a positive and significant influence on customer satisfaction, which in turn has a positive and significant effect on customer loyalty. This shows that appropriate pricing and quality service can increase customer satisfaction and loyalty at Grojogan Sewu Nature Tourism Park.