Title: REVISIT DECISION MODEL BASED ON CUSTOMER EXPERIENCE THROUGH SATISFACTION AS AN INTERVENING VARIABLE (Case Study: Sriwijaya Kingdom Archaeological Park, Palembang City, South Sumatra Province)
Authors:
Reti Purnama Sari, Nurbaeti and Doni Muhardiansyah
Abstract:
The city of Palembang that tourists must visit is the Sriwijaya Kingdom Archaeological Park (TPKS), which is one of the cultural heritage tourist destinations that stores various relics of the Sriwijaya Kingdom and is an information center about the Sriwijaya Kingdom. This research analyses the Revisit Decision model based on Customer Experience through Satisfaction as an Intervening Variable. This research approach is a quantitative method with 367 respondents. Data analysis was processed using software version SEMPLS 24. The results showed a direct influence on the variables of sensory experience, emotional experience, social experience, and satisfaction, which had a positive and significant effect on the decision to revisit. Meanwhile, sensory experience does not positively and significantly affect satisfaction. The hypothesis is that the indirect variables of emotional experience and social experience have a positive and significant effect on the decision to revisit, which is mediated by satisfaction. The indirect influence of the rejected results, namely sensory experience, on the decision to return to visit is mediated by satisfaction because it has no positive and insignificant effect. Visitors gain experience at TPKS through the five senses to enjoy the collection and atmosphere. Officers are on duty at places where visitors need to visit, but this does not make visitors feel satisfied while they are in this area. This place is worth visiting because the community can enjoy many attractions, especially pupils and students.
Keywords: Customer Experience, Revisit Decision, Satisfaction, Sensory Experience, Emotional Experience.
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