ANALISIS PENGARUH CUSTOMER EXPERIENCE TERHADAP MINAT BERKUNJUNG KEMBALI (REVISIT INTENTION) PADA DESTINASI WISATA KOTA BOGOR
DOI:
https://doi.org/10.30997/jvs.v4i1.1308Abstract
Tujuan Penelitian adalah untuk mengetahui: 1) gambaran customer experience pada destinasi wisata kota Bogor, 2) gambaran revisit intention terhadap destinasi wisata kota Bogor, 3) pengaruh customer experience terhadap minat berkunjung kembali (revisit intention) pada destinasi wisata kota Bogor. Data dikumpulkan melalui kuesioner, wawancara mendalam dan observasi. Metode analisis menggunakan analisis deskriptif, regresi berganda, uji F dan uji-t. Secara simultan variabel comfort, educational, hedonic, novelty, safety dan beauty memiliki pengaruh positif dan signifikan terhadap minat berkunjung kembali pada destinasi wisata kota Bogor. Hasil pengujian secara parsial (uji-t) menyimpulkan bahwa faktor comfort, hedonic, novelty, safety dan beauty berpengaruh positif dan signifikan terhadap minat berkunjung kembali (revisit intention), sedangkan faktor educational tidak berpengaruh.
Kata Kunci : Customer Experience, Minat Berkunjung Kembali
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