THE INFLUENCE OF SERVICE QUALITY AND VISITOR EXPERIENCE TOWARDS REVISIT INTENTION THROUGH SATISFACTION: A SURVEY OF CULTURAL MUSUEM IN JAKARTA

Abstract

Purpose The objective of this research is to find out the influence of service quality, visitor experience towards satisfaction to the people who ever visited Cultural Museum in Jakarta. Then, the influence of visitor satisfaction towards their revisit intention to Cultural Museum in Jakarta. Design/Methodology/Approach This research is a quantitative research, 31 item statements of the questionnaire were distributed by using Google Form as a tool and were spread to the respondents who ever visited Cultural Museum in Jakarta. Finally, the analysis was performed on 335 respondents. The data were validated through construct validity and reliability and using Structural Equation Modelling to test the hypotheses. Findings This research will find that service quality and visitor experience influence visitor satisfaction and visitor satisfaction influence revisit intention to Cultural Museum in Jakarta. Originality/Value This research provides initial insight into the influence of service quality and visitor experience towards visitor satisfaction and its implication on visitor revisit intention to Cultural Museum in Jakarta.