Tourist satisfaction on unique selling points and its impact on loyalty (Case study of traditional Balinese beverages marketing)

All products face competition in the market, including traditional products. Consumers are savvy and willing to spend time browsing and evaluating their options before making a purchase decision. A product must stand out in the minds of consumers to gain their choice. This article aims to determine the effect of unique selling points on customer satisfaction and loyalty of traditional beverages. The relationship between variables was tested by applying the structural equation modeling procedure. The model was tested with a sample of 100 tourists who had drunk the traditional drink Arak at the time the study was conducted. The result of the analysis are that the unique selling point has a positive significant effect on customer satisfaction, but an insignificant positive effect on customer loyalty. Other results show that tourist satisfaction has a significant positive effect on loyalty. The most important finding is that satisfaction plays a role in mediating the unique selling point relationship with loyalty. This article is very important for beverage managers in creating more unique selling points in providing traditional drinks and fulfilling customer tastes to gain customer loyalty in the beverage business.