Pengaruh experiental marketing terhadap revisit intention dengan kepuasan sebagai variabel mediasi pada pengunjung Taman Rekreasi Selecta

  • Hendrawan Aditya Universitas Negeri Surabaya
  • Monika Tiarawati Universitas Negeri Surabaya
Keywords: experiental marketing, kepuasan, revisit intention

Abstract

Tourism is designated as the leading sector for Indonesia's economic development. The tourism sector continues to develop its potential in the hope of increasing tourist visits. Tourism development can be done by changing facilities to attract the attention of tourists. Various changes to existing facilities are expected to be able to provide a positive experience from visitors so as to create satisfaction and intention to visit again. The purpose of this study is to analyze and discuss the effect of experiential marketing on revisit intention with satisfaction as a mediating variable for visitors to Selecta Recreational Park.This study uses the characteristics of respondents with an age range of 19-50 years with the condition of visiting Selecta Recreation Park in 2021 to 2023. The number of samples used in this study was 210 respondents. The type of research used is quantitative.The results of the study show that experiential marketing has a positive and significant effect on satisfaction, satisfaction has a positive and significant effect on revisit intention, and experiential marketing has a positive and significant effect on revisit intention by mediating satisfaction partially proven..

References

Abd, N., Ahmad, A., Ariffin, A. M., Omar, N. A., & Evin, C. (2012). Examining the Impact of Visitors’ Emotions and Perceived Quality towards Satisfaction and Revisit Intention to Theme Parks (Kajian Kesan Emosi dan Tanggapan Kualiti Pengunjung Terhadap Kepuasan dan Hasrat Berkunjung Semula Ke Taman Tema).

Antón, C., Camarero, C., & Laguna-García, M. (2018). Experience Value or Satiety? The Effects of the Amount and Variety of Tourists’ Activities on Perceived Experience. Journal of Travel Research, 57(7), 920–935. https://doi.org/10.1177/0047287517727366

Athar S, Mulyono, & Sutanto. (2020). Pengaruh Customer Experiences Terhadap Kepuasan Wisatawan Domestik : Peran Mediasi Halal Destination Image. 2. https://doi.org/http://dx.doi.org/10.37253/altasia.v2i2.552

blok-a. (2023). Legenda Hidup Wisata di Kota Batu, Selecta Semakin Produktif. (https://www.blok-a.com/travel/legenda-hidup-wisata-di-kota-batu-selecta-semakin-produktif/. Diakses pada 18 Maret 2023).

BPS Kota Batu. Kota Batu Dalam Angka 2022. (https://batukota.bps.go.id/publication/2022/02/25/2c4f52da647b109af8ad4fff/kota-batu-dalam-angka-2022. Diakses pada 17 Desember 2022)

Chen, H., Wang, Y., & Li, N. (2022). Research on the Relationship of Consumption Emotion, Experiential Marketing, and Revisit Intention in Cultural Tourism Cities: A Case Study. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.894376

Engel, J. F. , B. R. D. and M. (1995). Consumer Behavior. The Dryden Press.

Hapsari, R. (2018). Creating educational theme park visitor loyalty: The role of experience-based satisfaction, image and value. Tourism and Hospitality Management, 24(2), 359–374. https://doi.org/10.20867/thm.24.2.7

Huang, S., & Hsu, C. H. C. (2009). Effects of travel motivation, past experience, perceived constraint, and attitude on revisit intention. Journal of Travel Research, 48(1), 29–44. https://doi.org/10.1177/0047287508328793

Indrasari. (2019). PEMASARAN DAN KEPUASAN PELANGGAN. Unitomo Press.

Irawan, H. (2002). Membedah Strategi Kepuasan pelanggan (Cetakan Pertama). Gramedia.

Jeon, H. (2013). The Effect of Experiential Marketing on Customer Satisfaction and Revisit Intention of Beauty Salon Franchise Stores. Fashion Business, 17(3), 109–121. https://doi.org/10.12940/jfb.2013.17.3.109

Kao, Y.-F., Huang, L.-S., Yang, M.-H., Kao, Y.-F., Huang, L.-S., & Yang, M.-H. (2007). Effects of experiential elements on experiential satisfaction and loyalty intentions: a case study of the super basketball league in Taiwan. In Int. J. Revenue Management (Vol. 1, Issue 1).

Kartajaya, H. (2006). Hermawan Kartajaya on Marketing Mix. Mizan.

Kata Data. (2022, September 29). Bukan Jakarta, Inilah Provinsi Tujuan Wisatawan Terbanyak . Kata Data. (https://databoks.katadata.co.id/datapublish/2022/09/29/bukan-jakarta-inilah-provinsi-tujuan-wisatawan-nusantara-terbanyak-pada-2021#:~:text=Berdasarkan%20tujuannya%2C%20Jawa%20Timur%20merupakan,dari%20total%20perjalanan%20wisatawan%20nusantara.&text=Provinsi%20yang%20paling%20banyak%20dikunjungi%20berikutnya%20adalah,sebanyak%20146%2C02%20juta%20perjalanan. Diakses pada 11 Oktober 2022).

Kemenparekraf. (2021). Rencana Strategis Kemenparekraf/Baparekraf 2020-2024.

Kemenparekraf. (2022). Kota Batu Optimis Kunjungan Wisatawan 2022 Tembus 7 Juta. (https://pedulicovid19.kemenparekraf.go.id/kota-batu-optimistis-kunjungan-tahun-2022-tembus-7-juta-wisatawan/. Diakses pada 12 November 2022).

Kompas. (2023). Kunjungan Wisatawan ke Batu Tahun 2022 Lampaui Kondisi Sebelum Pandemi.

Kotler, P., & Keller, K. L. (2016). Marketing management.

Lin, M. T.-Y. (2019). Effects of Experiential Marketing on Experience Value and Customer Satisfaction in Ecotourism. In Ekoloji (Vol. 28, Issue 107).

MacKinnon, D. P., Fairchild, A. J., & Fritz, M. S. (2007). Mediation analysis. Annual Review of Psychology, 58, 593–614. https://doi.org/10.1146/annurev.psych.58.110405.085542

Malangvoice. (2019, February 3). Target 1,3 Juta Wisatawan, Selecta Siapkan Tiga Wahana Baru. https://malangvoice.com/target-13-juta-wisatawan-selecta-siapkan-tiga-wahana-baru/

Nyoman, N., Wiratini, A., Setiawina, N. D., & Yuliarmi, N. N. (2018). ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI NIAT KUNJUNGAN KEMBALI WISATAWAN PADA DAYA TARIK WISATA DI KABUPATEN BADUNG (Vol. 7, Issue 1).

Peter, J. P., & Jerry, C. O. (1999). Consumer Behavior, Perilakukonsumen dan Strategi Pemasaran. (D. Sihombing, Ed.; 4th ed., Vol. 2). Erlangga.

Ramdhani, A. S., & Astuti, S. R. T. (2019). The analysis of relationship between experiential marketing, service quality, visitors’ satisfaction, and revisit intention: study on tourism industry. Diponegoro International Journal of Business, 2(2), 107. https://doi.org/10.14710/dijb.2.2.2019.107-111

Rather, R., & Hollebeek, L. (2020). The Routledge Handbook of Tourism Experience Management and Marketing; First Edition.

Rorimpandey, V., F A Tumbuan, W. J., Tumewu, F. J., Pemasaran Berbasis Pengalaman Dan Kepuasan Pengunjung, P., Rorimpandey, V., F A Tumbuan, W. J., & Tumewu, F. J. (2022a). THE INFLUENCE OF EXPERIENTIAL MARKETING AND TOURIST SATISFACTION ON TOURIST REVISIT INTENTION AT BUKIT KASIH KANONANG. Jurnal EMBA, 10(3), 165–174. https://doi.org/https://doi.org/10.35794/emba.v10i3.41590

Rorimpandey, V., F A Tumbuan, W. J., Tumewu, F. J., Pemasaran Berbasis Pengalaman Dan Kepuasan Pengunjung, P., Rorimpandey, V., F A Tumbuan, W. J., & Tumewu, F. J. (2022b). THE INFLUENCE OF EXPERIENTIAL MARKETING AND TOURIST SATISFACTION ON TOURIST REVISIT INTENTION AT BUKIT KASIH KANONANG. Jurnal EMBA, 10(3), 165–174.

Schiffman, L. G., & Wisenblit, Joseph. (2015). Consumer behavior (Eleven). Pearson.

Schmit, B. H. (1999). Experiential Marketing : How to Get Customers to Sense, Feel, Think, Act, and Relate to Your Company and Brands. The Free Press.

Sugiyono. (2016). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Alfabeta.

Sumarwan, U. (2015). Perilaku Konsumen: Teori dan Penerapannya Dalam Pemasaran. Ghalia Indonesia.

Suryamalang. (2020, February 5). Selecta Punya Wahana Baru Bianglala, Kini Kota Batu Punya 2 Wahana Bianglala. https://suryamalang.tribunnews.com/2020/02/05/selecta punya wahana baru bianglala kini kota batu punya 2 wahana bianglala

Syachadi, N., & Widyastuti. (2021). Jurusan Manajemen Fakultas Ekonomika dan Bisnis Universitas Negeri Surabaya. In Jurnal Ilmu Manajemen (Vol. 9).

Syahputra, S., & Lestari, A. (2019). Pengaruh Kualitas Layanan dan Experiental Marketing Terhadap Niat Berkunjung Ulang Dengan Kepuasan Sebagai Variabel Mediasi. Jurnal Ilmu Manajemen, 7(1), 265–272. https://doi.org/10.26740/jim.v7n1.p265-272

Syarif, M., & Fathor, A. S. (2023). The Impact of Strategic Experiential Modules (SEMs) Dimension on Visitor’s Revisit Intention: A Lesson from the Sunrise of Java, Indonesia. Quality - Access to Success, 24(193), 100–108. https://doi.org/10.47750/QAS/24.193.12

Timesindonesia. (2019). Taman Rekreasi Selecta, Obyek Wisata Paling Laris di Kota Batu.

Wijaksono, R. A. (2019). Nomor 2-Jurusan Manajemen Fakultas Ekonomi Universitas Negeri Surabaya. In Jurnal Ilmu Manajemen (Vol. 7).

Wulanjani, H., & Derriawan. (2017). DAMPAK UTILITARIAN VALUE DAN EXPERIENTIAL MARKETING TERHADAP CUSTOMER SATISFACTION DAN REVISIT INTENTION. In Jurnal Riset Manajemen dan Bisnis (JRMB) Fakultas Ekonomi UNIAT (Vol. 2, Issue 2).

Yeh, T. M., Chen, S. H., & Chen, T. F. (2019). The relationships among experiential marketing, service innovation, and customer satisfaction-A case study of tourism factories in Taiwan. Sustainability (Switzerland), 11(4). https://doi.org/10.3390/su11041041

Yuniawati, Y., & Finardi, A. (2016). PENGARUH CUSTOMER EXPERIENCE TERHADAP REVISIT INTENTION DI TAMAN WISATA ALAM GUNUNG TANGKUBAN PERAHU. In THE) Journal (Vol. 1). https://doi.org/https://doi.org/10.17509/thej.v6i1.2009

Published
2023-09-03
How to Cite
Aditya, H., & Tiarawati, M. (2023). Pengaruh experiental marketing terhadap revisit intention dengan kepuasan sebagai variabel mediasi pada pengunjung Taman Rekreasi Selecta. Jurnal Ilmiah Wahana Pendidikan, 9(18), 316-328. https://doi.org/10.5281/zenodo.8312979