Abstract
Marketing mix and service quality are two important aspects that need to be considered by a tourist attraction in order to provide satisfaction to tourists. Tourist satisfaction can be achieved if the products sold are supported by good quality and price of products and services. Satisfaction can also affect the intention of tourists to revisit these tourist attractions. The problem that occurs in educational tourism in Kampung Coklat, Blitar Regency is that some tourists are not satisfied with the elements of the marketing mix and the quality of the services offered. This study aims to analyze the effect of marketing mix and service quality on tourist satisfaction in Kampung Coklat, Blitar Regency, to analyze the effect of marketing mix and service quality on revisit intention to Kampung Coklat, Blitar Regency and to analyze the effect of tourist satisfaction on revisit intention to Kampung Coklat, Blitar Regency. The number of respondents in this study were 100 people who were chosen deliberately with the criteria being at least 17 years old and visiting Kampung Coklat for the first time. The analysis was performed using Structural Equation Modeling (SEM) through the SmartPLS version 3.0 application. The results showed that marketing mix and service quality had a significant effect on tourist satisfaction, marketing mix and service quality had a significant effect on revisit intention, and tourist satisfaction had a significant effect on revisit intention.
 Keywords: Marketing Mix, Service Quality, Satisfaction, Revisit Intention
Highlights
One of the famous tourist attractions in Blitar Regency is Kampung Coklat
The conclusion results of the study are expected to be used of the study is that visiting intention is as consideration for the educational tourism significantly influenced by attitudes toward management of Kampung Coklat in behavior and perceived behavior control, understanding the needs and desires of plan to revisit is tourists as well as recommendations to significantly influenced by behavioral increase the number of tourist visits to intention and perceived behavior control
Domestic tourists who were respondents in this study mostly aimed to vacation (72%) with family (56%) and they knew about the educational tourism of Kampung Coklat from friends or relatives (65%)
Summary
One of the famous tourist attractions in Blitar Regency is Kampung Coklat. This educational tour is located in Plosorejo Village, Kademangan District, Blitar Regency. Kampung Coklat was a 750 m2 area of cocoa plantation owned by Kholid Mustafa's family which later became a new tourist attraction in Blitar Regency The concept of this new tourist attraction is cocoa educational tour and was officially opened in August 2014. The urgency of this study is to Suryawardani and Wiranatha analyze the effect of the marketing mix and (2018) conducted a research on tourist service quality on tourist satisfaction and behavior based on Theory Planned revisit intention to educational tourism in Behavior to evaluate marketing strategies at Kampung Coklat, Blitar Regency. Analyzing the effect of marketing mix and service quality on tourist satisfaction in Kampung Coklat, Blitar Regency. 2. Analyzing the effect of the marketing mix and service quality on revisit intention to Kampung Coklat, Blitar Regency. Analyzing the effect of tourist satisfaction on the revisit intention to Kampung Coklat, Blitar Regency
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