AN EXAMINATION OF THE RELATIONSHIP AMONG MOTIVATION, SATISFACTION, TRUST, AND PRODUCT LOYALTY

The main aim of this research is to examine satisfaction and trust as mediation that related to motivation and loyalty. Researcher used Stratified Random Sampling for this research, with totally 250 qualified respondents and they were taken from diving area in Bali. The respondents must be foreign tourists who have been diving more than once in marine tourist objects around Bali. Based on data analytics method which was used in this research, that is Structural Equation Modeling (SEM), the result shows that there are direct and indirect influences between intrinsic motivation, extrinsic motivation, satisfaction, and trust toward product loyalty. Satisfaction has been proven being full mediator variable that is related to extrinsic motivation and trust. Meanwhile, trust is being mediator for satisfaction and product loyalty. Tourist motivation becomes a strong predictor from loyalty. It’s not only able increasing loyalty, but could also build satisfaction level and tourists trust.