Ananda, Axel Sakya and Supervisor: Mohammad Iqbal, S.Sos., M.IB., DBA (2023) Pengaruh Experiential Marketing terhadap Revisit Intention Melalui Tourist Satisfaction sebagai Variabel Intervening (Survei Pada Pengunjung Batu Night Spectacular). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui dan menjelaskan : (1) Signifikansi pengaruh variabel Experiential Marketing (X) terhadap Revisit Intention (Y), (2) Signifikansi pengaruh Experiential Marketing (X) terhadap Tourist Satisfaction (Z), (3) Signifikansi pengaruh Tourist Satisfaction (Z) terhadap Revisit Intention (Y), (4) Signifikansi pengaruh secara tidak langsung variabel Experiential Marketing (X) terhadap Revisit Intention (Y) melalui Tourist Satisfaction (Z). Jenis Penelitian ini berupa explanatory research dengan pendekatan kuantitatif. Sampel sebanyak 100 orang responden yang merupakan pengunjung Batu Night Spectacular dengan menggunakan teknik accidental sampling. Metode pengumpulan data menggunakan kuesioner. Teknik analisis data yang digunakan adalah analisis deskriptif dan analisis Partial Least Square (PLS). Hasil Penelitian Ini menunjukkan Bahwa : (1) Experiential Marketing (X) berpengaruh secara signifikan terhadap Revisit Intention (Y), (2) Experiential Marketing (X) berpengaruh secara signifikan terhadap Tourist Satisfaction (Z), (3) Tourist Satisfaction (Z) berpengaruh secara signifikan terhadap Revisit Intention (Y), (4) Experiential Marketing (X) berpengaruh signifikan secara tidak langsung terhadap Revisit Intention (Y) melalui Tourist Satisfaction (Z).
English Abstract
This research aims to determine and explain: (1) The significance of the influence of the Experiential Marketing (X) variable on Revisit Intention (Y), (2) The significance of the influence of Experiential Marketing (X) on Tourist Satisfaction (Z), (3) The significance of the influence of Tourist Satisfaction (Z) on Revisit Intention (Y), (4) The significance of the indirect influence of the Experiential Marketing variable (X) on Revisit Intention (Y) through Tourist Satisfaction (Z). This type of research is explanatory research with a quantitative approach. The sample was 100 respondents who were visitors to the Batu Night Spectacular using accidental sampling technique. The data collection method uses a questionnaire. The data analysis technique used is descriptive analysis and Partial Least Square (PLS) analysis. The results of this research show that: (1) Experiential Marketing (X) has a significant effect on Revisit Intention (Y), (2) Experiential Marketing (X) has a significant effect on Tourist Satisfaction (Z), (3) Tourist Satisfaction (Z) has a significant effect on Revisit Intention (Y), (4) Experiential Marketing (X) has a significant indirect effect on Revisit Intention (Y) through Tourist Satisfaction (Z).
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0523030469 |
| Uncontrolled Keywords: | Experiential Marketing, Tourist Satisfaction, Revisit Intention |
| Divisions: | Fakultas Ilmu Administrasi > Pariwisata |
| Depositing User: | Endang Susworini |
| Date Deposited: | 09 Jan 2024 02:56 |
| Last Modified: | 09 Jan 2024 02:56 |
| URI: | http://repository.ub.ac.id/id/eprint/206204 |
![[thumbnail of DALAM MASA MEMBARGO]](http://repository.ub.ac.id/style/images/fileicons/text.png) |
Text (DALAM MASA MEMBARGO)
Axel Sakya Ananda.pdf Restricted to Registered users only until 31 December 2025. Download (4MB) |
Actions (login required)
 |
View Item |