KETERLIBATAN MEREK TERHADAP KEPUASAN DAN NIAT BERKUNJUNG KEMBALI KONSUMEN RESORT TERPADU
Abstract
Penelitian ini bertujuan untuk mendapatkan pengetahuan tentang pengalaman konsumen menuju resort terpadu di Pulau Bangka. Persepsi konsumen terhadap resort terpadu didapatkan melalui survei menggunakan teknik convenience sampling yang berjumlah 157 responden. Nilai pengalaman berdasarkan suasana dan keunggulan layanan ditelusuri dampaknya terhadap keterlibatan merek yang berujung kepada kepuasan konsumen serta niat berkunjung kembali. Data dianalisis menggunakan Partial Least Square-Structural Equation Model (PLS-SEM). Hasil penelitian menunjukkan bahwa keunggulan layanan resort dapat mempengaruhi secara signifikan dibandingkan dengan suasana resort terhadap keterlibatan konsumen dalam merek resort. Keterlibatan tersebut mempengaruhi kepuasan konsumen dan niat perilaku mereka. Akan tetapi kepuasan konsumen tidak dapat mempengaruhi niat berkunjung kembali para konsumen yang dimungkinkan hanya puas untuk satu kali perjalanan. Hal itu terjadi dimungkinkan karena faktor suasana yang dianggap penulis masih perlu ditingkatkan. Penelitian ini mengeksplorasi wawasan ke dalam hubungan antara nilai pengalaman berdasarkan suasana dan keunggulan layanan serta niat perilaku konsumen dalam manajemen resort terpadu.
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DOI: https://doi.org/10.31294/jeco.v4i1.7880
Copyright (c) 2020 Echo Perdana Kusumah, Disman Disman, Heny Hendrayati
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