PERAN EXPERIENTIAL MARKETING TERHADAP PERCEIVED VALUE, TOURIST SATISFACTION, DAN DESTINATION IMAGE DALAM MENDORONG REVISIT INTENTION PADA DESA WISATA CISADON, SENTUL

ARDO HAWARI, . (2026) PERAN EXPERIENTIAL MARKETING TERHADAP PERCEIVED VALUE, TOURIST SATISFACTION, DAN DESTINATION IMAGE DALAM MENDORONG REVISIT INTENTION PADA DESA WISATA CISADON, SENTUL. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Tujuan penelitian ini ialah untuk menguji pengaruh: 1) Experiential Marketing terhadap Perceived Value, 2) Experiential Marketing terhadap Tourist Satisfaction, 3) Experiential Marketing terhadap Destination Image, 4) Perceived Value terhadap Revisit Intention, 5) Tourist Satisfaction terhadap Revisit Intention, 6) Destination Image terhadap Revisit Intention, 7) Experiential Marketing terhadap Revisit Intention. Metode pengumpulan data menggunakan survei dengan instrumen berupa kuesioner yang disebarkan secara online dan offline. Responden adalah mereka yang Pernah mengunjungi Desa Wisata Cisadon Sentul, Kabupaten Bogor, Jawa Barat. Minimal satu kali dalam kurun waktu tiga bulan terakhir dan Berusia minimal 18 tahun. Metode yang digunakan ialah metode non-probability sampling dengan menggunakan teknik purposive sampling. Terdapat sebanyak 302 responden yang terlibat, menganalisis data menggunakan SPSS dan SEM (Structural Equation Modelling) dari AMOS untuk mengelola data dan menganalisis hasil penelitian. Hasil dalam penelitian ini berdasarkan hipotesisnya menunjukkan bahwa hipotesis experiential marketing terhadap Perceived Value diterima dan signifikan, experiential marketing terhadap tourist satisfaction diterima dan signifikan, experiential marketing terhadap destination image diterima dan signifikan, Perceived Value terhadap revisit intention ditolak dan tidak signifikan, tourist satisfaction terhadap revisit intention ditolak dan tidak signifikan, destination image terhadap revisit intention diterima dan signifikan dan experiential marketing terhadap Perceived Value diterima dan signifikan. Kata Kunci: destination image, experiential marketing, perceived value, revisit intention, touristsatisfaction ***** The purpose of this study is to examine the effects of: (1) Experiential Marketing on Perceived Value, (2) Experiential Marketing on Tourist Satisfaction, (3) Experiential Marketing on Destination Image, (4) Perceived Value on Revisit Intention, (5) Tourist Satisfaction on Revisit Intention, (6) Destination Image on Revisit Intention, and (7) Experiential Marketing on Revisit Intention. Data were collected through a survey using questionnaires distributed both online and offline. The respondents of this study were individuals who had visited Cisadon Tourism Village, Sentul, Bogor Regency, West Java, at least once within the last three months and were at least 18 years of age. This study employed a non-probability sampling method with a purposive sampling technique. A total of 302 respondents participated in this study. The data were analyzed using Statistical Package for the Social Sciences (SPSS) and Structural Equation Modeling (SEM) with the assistance of AMOS software. The results of this study, based on hypothesis testing, indicate that the hypothesis regarding the effect of Experiential Marketing on Perceived Value is accepted and significant, the effect of Experiential Marketing on Tourist Satisfaction is accepted and significant, the effect of Experiential Marketing on Destination Image is accepted and significant, the effect of Perceived Value on Revisit Intention is rejected and not significant, the effect of Tourist Satisfaction on Revisit Intention is rejected and not significant, the effect of Destination Image on Revisit Intention is accepted and significant, and the effect of Experiential Marketing on Revisit Intention is accepted and significant. Keywords: destination image, experiential marketing, perceived value, revisit intention, tourist satisfaction.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Usep Suhud, M.Si., Ph.D., 2). Dewi Agustin Pratama Sari, S.E, M.S.M,
Subjects:	Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Manajemen
Depositing User:	Ardo Hawari .
Date Deposited:	28 Aug 2026 02:19
Last Modified:	28 Aug 2026 02:19
URI:	http://repository.unj.ac.id/id/eprint/73410

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