The Impact of Tourism Products and Services on Satisfaction and Loyalty of Tourists Visiting Mertasari Beach Sanur Bali

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INTRODUCTION
Tourism considered as one of the strategic ways to encourage development in certain areas that have potential tourist attractions.The development of the tourism sector by the private sector and the government can attract domestic and foreign tourists.According to Law Number 10 of 2009 concerning Tourism, the purpose of organising tourism is to increase national income, improve welfare, prosperity of the people, expand and equalise business opportunities, employment, encourage regional development, introduce and utilise Indonesian tourism objects and attractions, foster a sense of love for the country and strengthen friendship between nations.(Farida, 2018) One of the important factors that influence the success of a tourism destination is the tourism product and service quality that can be implemented properly, which can increase customer satisfaction.Tourist satisfaction can encourage them to visit again and have a long time to be in a tourist destination, (Panca et al., 2017).In addition, according to Ali (2005), satisfaction is defined as a condition within a person, where he has succeeded in getting the reality in accordance with the expected value (Hamzah et al., 2020) Products in the tourism industry are products called line products in the sense that their use is carried out at the same (Yoeti, 2013).Tourism products are all facilities or services in the form of real or not real provided for tourists who are obtained and felt or enjoyed so that a whole series of trips can provide a good experience for tourists since leaving their place of residence to the selected tourist destination until returning to their place of origin (Muljadi, 2009).(Safitri et al., 2020) .
According to (Kotler & Keller, 2016).Consumer loyalty is important because it generates profits for businesses.This loyalty comes from the consumer's commitment to make the next purchase Loyal customers are unlikely to switch to another brand even if prices and features change.(Pancarini et al., 2023) And according to Tjiptono (2012), customers in tourism are tourists.states that customer satisfaction is defined as an expression of a person's pleasure or displeasure with a product / service after comparing the achievements and results of the product /service with what he expects.(Bakhtiar & Sunarka, 2016) Customer satisfaction is the result of using goods and services.Stakeholders and tourist attraction managers have provided, besides that, providers of goods and services must pay attention to tourist satisfaction.To make tourists satisfied, several things need to be considered including access to destinations, supporting facilities, attractions, services, and applicable policies .(Aditama et al., 2023) Babin and Griffin describe tourist satisfaction as the perceived difference between satisfaction and expectation.If the outcome is greater than expected, satisfaction has occurred, whereas if the outcome is worse than expected, and overall as an attitude towards the tourist experience, and as an after-the-fact judgement about the tourist's own total experience. .(Cho et al., 2021) In addition Chen & Tsai (2007), a traveller's loyalty when it consists of two components is the intention to return to the same destination and the desire to recommend it to others.Positive travel experiences, such as the quality of services, products, and resources, can lead to favourable and in recommendations and subsequent visits the quality of products and services can affect the level of tourist loyalty.Therefore, it is important for stakeholders in tourism to maintain tourist loyalty because retaining current visitors is more cost-effective than trying to attract new visitors .(Suprina et al., 2023) Loyalty factors are reviewed through two dimensions, namely the Satisfaction dimension and the product and service dimensions.Zeithaml, (2009,.85)states that customer satisfaction is the customer's evaluation of the product or service received whether it meets the needs and expectations of the customer and customer loyalty is obtained from the measurement of customer satisfaction and dissatisfaction, if the customer's perception of the service provided is low, the customer will move elsewhere unless there are other strong factors for the customer to return.If the customer is satisfied with the service provided, it is certain that the customer will return and recommend it to others.(Siswadi et al., 2020) Bali is one of the provinces that promote tourism in Indonesia.Historically, Bali has a long history of tourism.At the beginning of its development, this tourist destination faced many challenges due to the lack of infrastructure, human resources, and facilities needed to support its growth.Over time, Bali has developed into a more popular tourist destination among both domestic and foreign travelers, which contributed to the rapid increase and improvement of infrastructure .(Febriyana et al., 2020) As one of the industrial sectors capable of growing the economy quickly is the tourism sector, and is able to increase employment opportunities, income, living standards, and other production sectors.The diversity of tourism resources contained in Bali Province makes Bali a world-class tourist destination.Bali Island is famous for its cultural tourism and the customs of the local community, besides that it is known for its natural tourism which has a beautiful and stunning natural fanorama for every eye that looks at it.Mertasari Beach Sanur Bali can create a pleasant and satisfying experience, this will increase tourist satisfaction.Furthermore, tourist satisfaction with tourism products can have an impact on loyalty, because tourists who feel satisfied with the product will return to the place again.Remember that the quality of tourism products and services affects the general experience of tourists; the relationship between the two can improve tourists' overall perception of tourists, which in turn impacts their level of satisfaction and loyalty.To maintain good quality tourism products and services, continuous improvement and innovation efforts are necessary.

Research Instrument Test Results
This study involved 100 tourists visiting Mertasari Beach in Sanur, Bali, who were  Comparing the square root of the average variance for each variable with the correlation between variables in the model is an additional way to measure discriminant validity.The out-of-model value, or the correlation between because each variable has convergent validity has an addition factor value above 0.50, according to the known AVE value.All of the above variables can be considered good if their values are above 0.5 valid.The Cronbach alpha value and composite reliability value of each variable can be used to assess variable reliability.If the Cronbach alpha value of the variable is high, then the variable is considered to have a high level of reliability.The composite reliability value exceeds (0.7) and alpha exceeds (0.7).In table3 states that all variables fulfil the combined consistency because the value exceeds the recommended number, which is above 0.7.
According to the evaluation results, a score of 0.7 has met the criteria for reliability.Overall, both convergent and divergent validity, combined reliability, as mentioned earlier, then it can be concluded that As a measure of latent variables, indicators are valid and reliable

Feasibility of Structural Equation Model
Suryawardani (2018) agrees with the opinion of several studies (FornellLarcer, 1981;Chin et al, 2003;Hair et al, 2012) that model feasibility testing is required before interpretation of the results of structural equation model analysis can be carried out.

Confirmative Analysis
Structural Equation Model (SEM) is a multivariate statistical method that combines factor analysis, regression analysis, and path analysis.The purpose of SEM is to evaluate the relationship between variables in a model, both between variables and indicators and between themselves.With the Smart PLS 4.0 application program, confirmative analysis is used to model the effect of customer experience on loyalty through satisfaction.
Confirmative analysis in this study is shown to draw infrensia regarding the effect of tourism products and services on tourist satisfaction and loyalty   The results of the analysis show that one of the elements of the tourism product PW2 Waves on Mertasari beach, which has good white sand and has the highest outer loding value of 0.805; In addition, the lowest outer loding value is found in PW4 The availability of bicycles for tourists who go around Mertasari beach by cycling, which has an outer loding value of 0.074.Thus, the manager of Mertasari beach must take appropriate action to improve the tourist experience.Based on the results of the analysis, the loyalty variable shows that the indicator with the highest outer loding value is 0.834 with indicator LOY4, I will post Merta Sari Beach on my social media, and the indicator with the lowest outer loding value is 0.724, so that tourists who come to Merta Sari Beach will feel satisfied with everything there.

Results of Structural Model Analysis (Inner Model)
Structural model analysis was conducted to evaluate the relationship between the exogenous and endogenous constructs projected in this study.Figure 5.8 previously shows the path coefficient values of the relationships between variables in the structural equations constructed.These values indicate the direct influence of each exogenous variable on the relevant endogenous variable.In addition to the direct effect, there is also an indirect effect of exogenous variables on endogenous variables through the mediation of other variables.
The total effect of exogenous variables on endogenous variables is referred to as direct effect and indirect effect.After considering these three types of effects, the interpretation of the structural model-also known as the interior model-of the structural equations in this study is divided into the following three categories:  Table 11 shows the indirect effects of the relationships between variables in the research model.In addition to the direct effect with the significance of the relationship, there are also paths in which exogenous variables affect the corresponding endogenous variables through the mediation of other variables.The results show that the relationship between tourism product (TP) mediates the relationship between satisfaction (SAT) and loyalty (LOY), with a T-statistic of 2.443 (more than 1.96).The initial sample prediction is positive at 0.050 with a p-value of 0.016 <0.05.In addition, service satisfaction (SER) and customer satisfaction (SAT) have a significant effect on loyalty (LOY) with an initial sample value of 0.092.This shows that the direction of the relationship between customer satisfaction and loyalty through satisfaction has a significant effect with a p-value of 0.011 <0.05.

CONCLUSIONS
Based on the abstract of this study, it can be concluded that tourism products and satisfaction have a significant influence on the loyalty of tourists visiting Mertasari Beach Sanur Bali.In addition, service variables and satisfaction have a significant influence on the loyalty of tourists visiting Mertasari Beach Sanur Bali.Tourism products offered to tourists also have a significant influence on the loyalty of tourists visiting Mertasari Beach, Sanur Bali.
When tourists are well served and receive services that meet their needs, they tend to feel satisfied.

SUGGESTIONS
The research has produced a number of recommendations, including Merta Sari Sanur Bali beach manager should improve its tourism products to please tourists and add adequate tourist facilities and amenities to support tourism.They should also improve services by providing training and seminars to the community around the beach to support the beach in a sustainable and sustainable manner, which will result in a sustainable increase in tourism.
beach recreation (public) in accordance with the Denpasar City RTRW.Religious and recreational activities are conducted in this place.Thorough planning is required to improve the function of the area and add value.The tourist attraction Mertasari Masterplan was created to maximise the function of the tourist attraction and improve the welfare of the surrounding community.(Kurniawan & Arthana, 2022) The sustainability of tourism on Mertasari Beach provides economic turnover to the surrounding community, This can be seen with various kinds of stalls selling local people by selling around Mertasri Beach, as well for the various types of job opportunities carried out by the surrounding community including selling food and drinks, opening bicycle rental services, becoming parking attendants, opening homestay businesses, and others as.There are facilities and infrastructure in the mertasari beach tourism area such as trash bins, parking lots, public toilets, hotels, restaurants, money changers, and others that can support the needs of tourists.,In addition, Mertasari Beach is close to the port of Sanur in crossing to Nusa Panida and others, This is an opportunity for Mertasari Beach to act as a magnet in attracting tourists who come and who will sail to Nusa Panida, but based on the observations of researchers, it is indicated that tourists visiting Mertasari Beach have not felt satisfaction with the tourism products and services offered because there is still garbage scattered around Mertasari Beach, besides that the services provided are also still lacking.After all, there is no tourism information center for tourists to get more information if tourists need information on an ongoing basis.With an indication of the above problems on Mertasari Beach, researchers are interested in conducting research with the aim of research to determining the effect of service and satisfaction on the loyalty of tourists visiting Mertasari Beach Sanur and to analyze the effect of service and tourist satisfaction on tourist loyalists visiting Mertasari Beach Sanur Bali.RESEARCH METHODOLOGYIn this study located at Mertasari Beach in Sanur Kauh Village Bali, using quantitative research methods and the time of this research was conducted in the period from March 2023 to October 2023, with the type of research data consisting of qualitative data consisting of an overview of Mertasari Beach and the organisational structure and quantitative data which includes the number of tourist visits, the number of facilities available and the number of residents, jobs, and a list of local community businesses.Data collection methods include observation, interviews using questionnaires and documentation as well as library research such as books, literature, scientific publications that aim to enrich and analyse the data.Pupulations and samples in this study, the sampling of this study was based on the needs of Smart-PLS analysis where the requirements for the number of samples were between 30 and 100.The number of research samples was 100 respondents with the consideration that the minimum number analyzed using SEM with the Smart-PLS programme.The sampling technique was carried out using a random sampling technique which is a technique for determining samples based on chance.The respondent sample was carried out by 100 tourists visiting Mertasari Beach.The variables used in this study are latent variables consisting of exogenous variables marked with X and endogenous variables with Y. Exogenous latent variables affect endogenous variables while exogenous variables are affected.The number of latent variables in this study is 4 variables, consisting of 2 exogenous latent variables and 2 endogenous variables.The exogenous latent variables are Tourism Products (TP), Services (SER), while the endogenous latent variables, namely tourist Satisfaction, are expressed by (SAT) and loyalty.(LOY).Research data analysis techniques by performing several stages, including the following a) descriptive analysis is used to identify the characteristics of tourists visiting Mertasari Beach.Descriptive analysis using frequency tables b) Validity and Reliability The quality of the questionnaire in this study will be tested using validity and reliability tests by looking at the external load value in the structural equation model analysis with the smart-PLS programme.c) Measurement model evaluation (external model) and structural model evaluation (inner model) Reflective indicators and latent variables.Convergent validity test is conducted by looking at the factor load value of each indicator on the latent variable.According to Chin in Suryawardani (2018), load factor values from 0.6 to 0.7 are still acceptable as long as the indicator is not the only indicator in the latent variable.The results show that if the load factor value for each indicator exceeds 0.7, then all indicators are valid and can be used.d) Discriminative validity testing is done to ensure that each idea about the latent variable is different from the others.This was done by determining the Cross Loading value above 0.70 and the AVE value of each variable above 0.5.The final results of the test showed that the five hidden variables had Cross Loading values above 0.70 and AVE above 0.5.This indicates that the discriminative validity test shows that all variables are yes (Ghozali, 2014)..(Widari et al., 2020) is expected that each block of indicators has a higher loading value for each latent variable being measured, compared to indicators for other latent variables.Source: Chin (1998, in Ghozali 2014) DISCUSSIONS According to research, attractions, facilities, and uniqueness of location are part of tourism products.The impact of tourism products on tourist satisfaction depends on how well the product meets customer expectations and preferences.If tourism products at given a questionnaire.The results show that the validity and reliability of the study were tested on 100 respondents, which corresponds to the sample size of the study.The sum of the factor values of each indicator for each variable was used to test convergent validity.To determine the contribution of each indicator to the constructed variables, the outer load values can be used; the highest value indicates that the indicator is the strongest in each variable.To predict how well an indicator compares with indicators in other blocks, the cross-weight value can be looked at.The results of the validity test on one hundred respondents are shown in the following table.
through service and satisfaction, then through the structural equation model (SEM) involving four variables as previously explained, the tourism product variable consists of 4 indicators, service consists of 4 indicators then satisfaction consists of 5 indicators and loyalty consists of 4 indicators.The output of the structural equation model developed after analysis through the algorithm process can be seen in Figure 1 as follows Picture 3.1 Model Strutural Source: Primary Data 2023 4. Analysis Results of Measurement Model (outer model) According to the analysis conducted on the measurement model, the role of the indicators in reflecting the variables formed by the constituent indicators is seen.The estimated values can be seen from the outer weights of the reflective indicators.A bootstrap process of five hundred samples, each with 100 data, was used to determine the significance of this relationship.The following are the results of the study.The results show that all metrics indicate a significant level of satisfaction.

Table 1
The following is a table of assessment criteria in PLS

Table 2
Research Variable Validity Test Results

Table 3
Reliability Test Results of Research Variables

Table 3
The AVE value, as shown in Table4for the above equation, is the weighted average value obtained from the number of indicators for each variable.Using this formula, the model's GoF of 0.603 with a measure exceeding the 0.50 threshold indicates that the model is acceptable and interpretable, which means the analysis can proceed.In addition, the SRMR value of the structural equation model can be used to assess the fit of the structural equation model.If the SMRM value is <0.1, the structural equation model is declared to meet the fit criteria, and if the SRMR value is <0.08, the model is declared perfect fit.The results of the structural equation model fit test are shown in Table 5 which shows that the SRMR value of the PLS model is 0.070.It is feasible to test this PLS model because it is declared perfect fit because the SRMR value is below 0.08.

Table 5
Goodness of Fit Test Results of the Research Model Table 6 shows the output of the measurement model on the satisfaction variable reflected by theindicators.

Table 6
Measurement Model Testing Results

Table 7
Based on the analysis results, it can be seen that in the service variable, the PLY3 indicator has the highest outer loding value of 0.804, while the PLY2 indicator has the lowest value of 0.762.In addition, the PLY3 indicator has the lowest outer loding value of 0.762.with the table above, which shows that the services provided by the mertasari beach manager meet the needs of tourists visiting the location.

Table 11 Indirect
Effect on VariablesExogenous to Endogenous Variables