Detail Cantuman  |  Perpustakaan Universitas Putra Bangsa

Abstrak
Penelitian ini bertujuan untuk menganalisis pengaruh experiential marketing, perceived value dan fasilitas terhadap revisit intention melalui kepuasan wisatawan pada pengunjung Wisata Edukasi Omah Organic Adimulyo Kebumen. Variabel bebas dalam penelitin ini adalah experiential marketing, perceived value dan fasilitas, variabel terikat revisit intention, sedangkan variabel intervening dalam penelitian ini adalah kepuasan wisatawan. Teknik pengumpulan data dengan kuesioner menggunakan metode purposive sampling, sampel dalam penelitian ini sebanyak 100 responden. Hipotesis diuji dengan bantuan program IBM SPSS Statistic 24 (Statistic Product and Service Solution). Metode yang digunakan dalam penelitian ini adalah metode kuantitatif. Hasil pengujian menunjukkan bahwa ada pengaruh signifikan antara experiential marketing dengan kepuasan wisatawan, perceived value dengan kepuasan wisatawan, fasilitas dengan revisit intention, serta kepuasan wisatawan dengan revisit intention. Sementara itu hasil penelitian menunjukkan bahwa hubungan antara fasilitas dengan kepuasan wisatawan, experiential marketing dengan revisit intention, dan perceived value dengan revisit intention tidak dapat diterima (ditolak). Analisis sobelt yang digunakan untuk menguji variabel intervening dalam penelitian menunjukkan bahwa secara signifikan kepuasan wisatawan memediasi hubungan antara experiential marketing terhadap revisit intention dan perceived value terhadap revisit intention namun tidak dapat memediasi hubungan antara fasilitas terhadap revisit intention pada pengunjung Wisata Edukasi Omah Organic Adimulyo Kebumen.
Kata kunci: experiential marketing, perceived value, fasilitas, revisit intention dan kepuasan wisatawan.
Abstract
This study aims to analyze the effect of experiential marketing, perceived value and facilities on revisit intention through tourist satisfaction on visitors to the Omah Organic Adimulyo Kebumen Educational Tour. The independent variables in this research are experiential marketing, perceived value and facilities, the dependent variable is revisit intention, while the intervening variable in this study is tourist satisfaction. The technique of collecting data with a questionnaire using purposive sampling method, the sample in this study was 100 respondents. Hypotheses were tested with the help of the IBM SPSS Statistic 24 (Statistic Product and Service Solution) program. The method used in this research is quantitative method. The test results show that there is a significant influence between experiential marketing and tourist satisfaction, perceived value with tourist satisfaction, facilities with revisit intention, and tourist satisfaction with revisit intention. Meanwhile, the results showed that the relationship between facilities and tourist satisfaction, experiential marketing with revisit intention, and perceived value with revisit intention cannot be accepted (rejected). The sobelt analysis used to test the intervening variables in the study shows that significantly tourist satisfaction mediates the relationship between experiential marketing on revisit intention and perceived value on revisit intention but cannot mediate the relationship between facilities and revisit intention on visitors to the Omah Organic Adimulyo Kebumen Educational Tour.
Keywords: experiential marketing, perceived value, facilities, revisit intention and tourist satisfaction.