The Influence of Service Quality and Customer Relationship Marketing on Tourist Loyalty with Trust as a Mediating Variable at Sana Vie Villa Seminyak

Abstract

Sana Vie Villa Seminyak is a hotel industry that can contribute to the economy of the community in the
Seminyak Traditional Village and its surroundings. The sustainability of Sana Vie Villa Seminyak cannot be
separated from the role of consumers or tourists who stay there, because consumers or tourists are the reason
why Sana Vie Villa Seminyak can continue to exist today. This research aims to determine the influence of
service quality and customer relationship marketing on tourist loyalty with trust as a mediating variable. This
research was conducted at Sana Vie Villa Seminyak. Samples were determined using the Slovin formula with a
sample size of 100 samples. Data collection in this research used questionnaires with the data analysis
technique SEM-PLS. The results of this research show that e-service quality has a positive effect on tourist
loyalty. Customer relationship marketing has a positive and significant effect on tourist loyalty. Trust has a
positive and significant effect on tourist loyalty. service quality has a positive and significant effect on trust.
Customer relationship marketing has a positive and significant effect on trust. Trust is able to mediate the
influence of service quality on tourist loyalty. Trust is able to mediate the influence of customer relationship
marketing on tourist loyalty.
Keywords: Service Quality, Customer Relationship Marketing, Tourist Loyalty, Trust