Indigenous People: the Effect of Service Transactions on the Public Equity Satisfaction of the Siak Malay Ethnic

The purpose of this study was to analyze the effect of service transactions (delivery, timeliness, professionalism, information, staff attitude, organizational politics) on the public equity satisfaction of the Siak Malay ethnic. This research is based on the not yet optimal service transactions at the Siak Regency Tourism Office in developing tourist destinations. This research uses a quantitative approach. The population in this study is the public Siak Malay ethnic. The sample in this study was determined purposive sampling technique using the Slovin formula with a tolerance level of 5% with the resulted in 277 respondents. Data collection using a questionnaire was distributed to respondents with measurements using a Likert scale. Data in this study were analyzed using simple and multiple regression. The results showed that there was a significant influence simultaneous effect of service transactions on public equity satisfaction by 52.2% and its contribution was quite convincing.