Pengaruh Experiential Marketing terhadap Minat Berkunjung Kembali ke Objek Wisata Kampung Karuhun

Mohamad Akhdan Mughny Zulfikar, - and Yudha Munajat Saputra, - and Oman Sukirman, - (2025) Pengaruh Experiential Marketing terhadap Minat Berkunjung Kembali ke Objek Wisata Kampung Karuhun. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh experiential marketing terhadap minat berkunjung kembali ke objek wisata Kampung Karuhun, Kabupaten Sumedang. Konsep experiential marketing meliputi lima dimensi utama, yaitu sense, feel, think, act, dan relate. Penelitian ini menggunakan metode kuantitatif dengan pendekatan survei melalui kuesioner yang disebarkan kepada 100 responden yang pernah mengunjungi Kampung Karuhun. Data yang terkumpul dianalisis menggunakan statistik deskriptif dan regresi linear sederhana untuk mengetahui hubungan antara kedua variabel. Hasil penelitian menunjukkan bahwa experiential marketing yang dirasakan wisatawan berada pada kategori baik dengan nilai rata-rata 3,94, sedangkan minat berkunjung kembali memiliki nilai rata-rata 3,96. Analisis regresi membuktikan bahwa experiential marketing berpengaruh signifikan terhadap minat berkunjung kembali, yang berarti semakin positif pengalaman yang dirasakan, semakin tinggi keinginan wisatawan untuk kembali berkunjung. Penelitian ini memberikan implikasi bagi pengelola Kampung Karuhun untuk mempertahankan kualitas pengalaman wisata dan meningkatkan stimulasi intelektual pada dimensi think, yang masih memerlukan pembenahan agar mampu memicu kreativitas, pemikiran kritis, dan refleksi mendalam bagi wisatawan. This study aims to analyze the influence of experiential marketing on revisit intention at the Kampung Karuhun tourist destination in Sumedang Regency. The concept of experiential marketing consists of five main dimensions: sense, feel, think, act, and relate. This research employs a quantitative method with a survey approach using questionnaires distributed to 100 respondents who have visited Kampung Karuhun. The collected data were analyzed using descriptive statistics and simple linear regression to determine the relationship between the two variables. The results indicate that the experiential marketing experienced by tourists is categorized as good, with an average score of 3.94, while revisit intention has an average score of 3.96. The regression analysis demonstrates that experiential marketing has a significant influence on revisit intention, meaning that the more positive the experience perceived, the higher the tourists' desire to revisit. This study implies that the management of Kampung Karuhun should maintain the quality of the tourism experience while enhancing intellectual stimulation in the think dimension, which still requires improvement to foster creativity, critical thinking, and deep reflection among tourists.

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Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.com/citations?view_op=list_works&hl=en&user=9BC7GxwAAAAJ SINTA ID Dosen Pembimbing: Yudha Munajat Saputra: 6146885 Oman Sukirman: 5992874
Uncontrolled Keywords:	Experiential Marketing, Minat Berkunjung Kembali, Kampung Karuhun, Pariwisata, Kabupaten Sumedang. Experiential Marketing, Revisit Intention, Kampung Karuhun, Tourism, Sumedang Regency.
Subjects:	L Education > L Education (General)
Divisions:	UPI Kampus Sumedang > S1 Industri Pariwisata
Depositing User:	Mohamad Akhdan Mughny Zulfikar
Date Deposited:	29 Jul 2025 05:11
Last Modified:	29 Jul 2025 05:11
URI:	http://repository.upi.edu/id/eprint/132726

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