THE INFLUENCE OF MARKETING MIX ON CUSTOMERS SATISFACTION AND LOYALTY AT TIRTANIA WATERPARK BOGOR

: Covid-19 has caused several tourist objects to experience a decrease in visits, sales, and temporary closure due to the lockdown policy. Tirtania Waterpark is a water tourism object providing services for water recreation rides and family entertainment venues experiencing a decline in visits. Therefore, this research aims to analyze the effect of the marketing mix which consists of 4C, namely co-creation, currency, communal activation, and conversation variables on visitor satisfaction and loyalty at Tirtania Waterpark. This research is a case study with a sample of 126 people who are visitors of Tirtania Waterpark. The sampling method in this study was purposive sampling using questionnaires distributed to Tirtania Waterpark visitors. This study used the Structural Equation Model (SEM) method to perform data analysis. The results of the study show that all the marketing mix 4C variables used affect the satisfaction of visitors to Tirtania Waterpark, satisfaction variable has a significant effect on consumer loyalty which is reflected by the willingness of consumers to make repeat visits. Several recommendations to increase Tirtania Waterpark customer loyalty are conducting regular surveys of visitors, dynamic pricing, adding options in purchasing tickets, conducting promotions through other parties, and implementing good relationship management.


INTRODUCTION
The tourism sector's contribution to the Gross Domestic Product (GDP) has always increased in 2017-2019, peaking at in 2019 4.8%.However, in 2020, it decreased to 4.05%, and again experienced an increase of 4.2% by 2021.The target for tourism contribution to GDP in 2022 is 4.3 percent (Kemenparekraf 2022).
Bogor is still one of the favorite cities for Indonesian people to travel with many tourist objects.However, tourist visits decreased in 2020 to two million visits compared to seven million visits in 2019.The number of visitors is an important factor for the sustainability of tourist attractions.Each tourist object visitor has different needs and desires, depending on their characteristics.A business will develop if the business owner pays attention to any aspects that can improve business performance (Halik et al. 2010).A visitor to a tourist attraction can provide an assessment of satisfaction or dissatisfaction based on the many factors experienced when coming to a tourist attraction.

METHODS
This research was conducted at Tirtania Waterpark Bogor starting from December 2022 to March 2023.This study uses primary and secondary data that are qualitative and quantitative.Secondary data were obtained from previous research journals and internet access to support the primary data.Primary data were obtained through interviews and questionnaires with internal and external respondents.The internal respondents in this study were the owners and employees of the Tirtania Waterpark, which was conducted using the interview method.Primary data from internal respondents used in this study were business descriptions, information related to the number of visitors, problems faced by businesses, and information related to visitors.For external respondents, the questionnaire was filled out by consumers from the Tirtania Waterpark.In the first stage, namely the specification of the model needs to be done before the data collection stage begins.This is important because before carrying out data collection it is necessary to know how the variables that have been determined will be related.In the first stage, the specification of the model must be completed before the data collection stage begins.This is important because before carrying out data collection, it is necessary to know how the variables that have been determined are related.In this study, the research objective was to determine the effect of the marketing mix on loyalty and the intermediate variable, namely satisfaction.A model is used, as shown in Figure 2.
In this study, the relationship path used was the marketing mix relationship consisting of co-creation, currency, communal activation, conversation on satisfaction, and the relationship between satisfaction and loyalty (Table 1).Amanda et al. (2019) uses a model similar to this study, but the difference lies in the marketing mix used, which in her research consists of product, price, location, promotion, physical evidence, actors, and process.
Respondents with a minimum age of 17 years were considered as the criteria because of their stable age.
The number of respondents used in this study follows the minimum requirements of the Structural Equation Model method, namely, 100 to 200 respondents (Firdaus and Farid 2008).According to Hair (1998), the number of samples taken from the population is determined to be 5-10 times the number of indicators used in the analysis design, at least 100-200 samples.The number of variables used in this study was 18, which is the total of exogenous and endogenous latent variables.Therefore, the number of respondents is determined by multiplying the number of variables by the number 7 to obtain the condition of 126 respondents.
In this research, the method used is qualitative for the    are price,people, process, and physical evidence, and satisfaction affects loyalty.Research by Rahardjo et al. (2019) entitled " The Effect of Marketing Mix on Consumer Satisfaction and Loyalty for Indonesian Brand Salad Dressing "XYZ" " shows that marketing mix that has a significant effect on consumer satisfaction is product, price, and place variables and consumer satisfaction has an effect significant effect on consumer loyalty.
Along with reopening access to tourist objects and changing patterns of tourist behavior due to the Covid-19 outbreak in Indonesia.This causes tourist visits to Tirtania Waterpark to decrease and tends to fluctuate when it is operational again after the lockdown policy.Seeing the decline and fluctuation in the number of visitors to Tirtania Waterpark, the management wants to make changes by increasing the quality of satisfaction and loyalty from consumers.Therefore, before making recommendations, this research is needed to evaluate the effect of the marketing mix implemented by the company on visitor satisfaction and loyalty at Tirtania Waterpark.This research was conducted by examining the effect of the marketing mix on consumer loyalty and satisfaction as an intermediary variable, then providing recommendations to increase visitor satisfaction and loyalty to Tirtania Waterpark.
The flow of the framework used in this study is shown in Figure 3.
The hypothesis is a temporary answer that must be tested for the truth of the research conducted to make it easier to analyze.The hypothesis test was conducted with the aim of determining the magnitude of the influence of the 4C marketing mix and customer satisfaction on customer loyalty.The hypotheses of this study were as follows: H1: Co-creation has a significant effect on customer satisfaction in Tirtania Waterpark.H2: Currency has a significant effect on customer satisfaction in Tirtania Waterpark.H3: Communal activation has a significant effect on customer satisfaction in Tirtania Waterpark.H4: Conversation has a significant effect on customer satisfaction in Tirtania Waterpark.H5: Customer satisfaction significantly affects customer loyalty in Tirtania Waterpark.0.068.The value ≤ 0.08 indicates that the RMSEA in this model is a good fit.The model was a good fit in terms of the goodness of fit index (GFI), in which the GFI value was 0.9, whereas it was a good fit model with a GFI ≥ 0.9.The minimum good fit is if the index value is ≥ 0.9; in other words, this model is a good fit because the value of the comparative fit index (CFI) is 0.99.It can be concluded from several indicators used to measure structural model fit that overall, the model has good model fit, because none of them shows a poor fit with all the results being a good fit.

Validity and Reliability Test of Variabel Indicator
Two parameters need to be considered: the value that represents all variables and the value of the indicator to test whether the indicators used in this study have properly described the variables.If all these parameters are met, it can be said that the indicator can describe latent variables well.The parameters are as follows: The standardized loading factor is the magnitude of the correlation between the indicators and their latent variables.An indicator is considered valid if it has an SLF > 0.5 (Wijanto, 2008).T-Value is an indicator of the validity of a variable, and an indicator is said to be valid if it has a T-Value > 1.96 (Wijanto, 2008).Construct Reliability is used to measure the consistency of indicators from latent variables.A variable is considered reliable when its construct reliability value is > 0.7 (Wijanto, 2008).The variance Extracted describes the total variance as a whole in the indicators explained by the latent variables.A variable is said to be reliable if it has a Variance Extracted value of > 0.5 (Wijanto, 2008).

Measurement Model Analysis
Measurement model analysis or confirmatory factor analysis is used to observe the relationship between observed variables (indicators) and latent variables (constructs), where the observed variables reflect these variables.There are three types of analysis in the measurement model in this study: 1) test the overall fit of the measurement model or the goodness of fit by looking at several parameters; this test is done to see the compatibility between the data and the model; 2) validity test, which is used to see the accuracy of the observed variable describing the latent variable, the parameters used to see its validity are the values of the t-value and SLF (Wijanto, 2008); and 3) Reliability Test, which is carried out to see the consistency of the observed variable describing the latent variable, in measuring the reliability of the parameters being considered is the value of construct reliability and variance extracted (Wijanto, 2008).

Goodness of Fit Method
Table 2 shows the results of the overall goodness of fit analysis of the model, which can be described in more detail with the parameters.The Degree of Freedom (DF) resulting from this measurement model was 109.This value indicates that the model is not underidentified.The P-Value of this model was 0.068.This value indicates that the model has a good fit value because the value is greater than the requirement of 0.05.The root mean square error of approximation (RMSEA) is the dependent variable in this study.Variable can be said to have a significant effect on other variables if the T-value of that variable is more than 1.96.

Effect of Co-creation (X1) on Satisfaction (Y1)
In Figure 4. it can be seen that the co-creation variable (X1) has a significant effect on satisfaction (Y1), with a T-value of 5.01.In Figure 5. it can be observed that the indicator with the highest SLF value is facilities as desired (X12).This is in line with research by Yulianthini ( 2022), who stated that facilities influence customer satisfaction.
Effect of Currency (X2) on Satisfaction (Y1) As shown in Figure 4. the currency variable (X2) has a significant effect on satisfaction (Y1), with a T-value of 2.82. Figure 5. shows that the indicator with the highest SLF value is prices according to facilities (X22).This is in line with Ram (2023), who states that facilities and prices have a significant positive influence on customer satisfaction.
The results are shown in Table 3. that the value of the standardized loading factor for all indicators has a value of > 0.5; therefore, it can be said that the indicator is valid and can describe each variable.For all indicators, the T-value was more than > 1.96 for all indicators, this value met the valid indicator requirements.Furthermore, the construct reliability value exceeded the requirement of 0.7; therefore, the indicator can be said to be reliable.
The variance Extracted for all variables has a value > 0.5, indicating that each indicator can describe the variables reliably.After each indicator and variable is matched with the parameters as previously mentioned, it can be concluded that all variables used in this research model are valid and reliable.

Causal Relationship Analysis
Knowing the effect of the independent variables on the latent variables can be done by examining the causal relationship of the T-value.This analysis is called path analysis because it focuses on the path of the relationship between the variables.The following is an analysis of the effects of the independent variables on

Recommendations
It is necessary to focus on developing the marketing division to support the implementation of the recommendations made, as well as implementing clear SOPs regarding the duties and responsibilities of each of its employees.This is because there is still a lot of overlapping work for each division in the Tirtania Waterpak organizational structure.Based on the results of the research showing the conclusions of the research previously presented, suggestions for future researchers to be able to take other research objects so that the study of the 4C marketing mix affecting customer satisfaction and loyalty can be understood in depth, to be able to try to increase the number of respondents and to be more selective in choosing prospective respondents, which is important for improving the quality of research results, and to be able to use other analytical methods to study the 4C marketing mix influencing customer satisfaction and loyalty.

Figure 4 .
Figure 4. shows that the communal activation variable (X3) has a significant effect on satisfaction (Y1) with a T-value of 3.85.Figure 5. shows that the indicator with the highest SLF value has easy access to purchase tickets (X32).This is in line with the research by Rondonuwu et al. (2015), who stated that there is a positive correlation between the online ticketing system and customer satisfaction.

Figure 4 .
Figure 4. Results of causal relationship The decline in tourist visits not only occurred in Bogor City but also in Bogor Regency, based on data from the Bogor Regency Tourism and Culture Office in 2019, reaching 9.7 million visits, but in 2020 it decreased to 5.1 visits.
Lam and Burton (2006)k is one of the water tourism objects in Bogor City which has been affected by a decrease in the number of tourists.Figure1.Describe the number of visitors to Tirtania Waterpark has experienced a downward trend and fluctuated according to visitor data for 2019 and 2022.The decrease in the number and fluctuation of visitors resulted in a decrease in revenue.This can be influenced by various factors, one of which is the low loyalty of consumers in Tirtania Waterpark.According toLam and Burton (2006), loyalty can be influenced by various factors, including satisfaction.Satisfaction can provide a positive or negative response to the services of a tourist attraction.If visitors give a positive response, it can be said that the tourist attraction has a good service, and vice versa.Bogor City has several waterparks that compete with the Tirtania Waterpark, namely SKI Waterpark, Fun Park Villa Bogor Indah, Marcopolo Water Adventure, and Sagara Swimming Pool.In addition, there are sub-industries in the form of other water attractions in Bogor, such as waterfalls.Tirtania Waterpark faces competition, where consumers have options in choosing water tourism in Bogor City.

Table 2 .
Goodness of fit overall measurement model

Table 3 .
Ramdani and Prasastiningtyas (2021)f variablesFigure 4.shows that the currency variable (X4) has a significant effect on satisfaction (Y1) with a T-value of 2.36.Figure5.showsthatthe indicator with the highest SLF value is the effectiveness of communication with consumers (X42).This is in line withRamdani and Prasastiningtyas (2021), who stated that the effectiveness of communication affects consumer satisfaction.

CONCLUSIONS AND RECOMMENDATIONS Conculsions
Based on the structural equation model analysis, the marketing mix (4C) influences Tirtania Waterpark's consumer satisfaction, and Tirtania Waterpark's consumer satisfaction influences Tirtania Waterpark's consumer loyalty.Satisfaction plays a very important role in influencing Tirtania Waterpark's consumer loyalty.Based on the research results, the satisfaction variable, which is reflected in the conformity indicator of consumer expectations, has a significant effect on consumer loyalty.Recommendations for application to the Tirtania Waterpark is Tirtania Waterpark needs to conduct regular surveys of consumers regarding what facilities they want, so that consumers' assessment of facilities in accordance with what they want will increase; Raising the selling price of tickets in line with the development of adequate facilities; Add access to online ticket purchases; Creating SOPs is related to effective information monitoring services so that each employee can provide services with established standards.