Pengaruh Sensory Marketing terhadap Revisit Intention melalui Customer Satisfaction

Ayu Luthfiani Azizah, - and Heri Puspito Diyah Setiyorini, - and Rijal Khaerani, - (2025) Pengaruh Sensory Marketing terhadap Revisit Intention melalui Customer Satisfaction. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh sensory marketing atau pemasaran sensorik terhadap revisit intention atau niat kunjungan ulang wisatawan dengan mempertimbangkan peran customer satisfaction sebagai variabel mediator. Penelitian ini menggunakan pendekatan kuantitatif dengan jenis penelitian yaitu deskriptif dan verifikatif melalui metode explanatory survey. Data yang digunakan merupakan data primer yang diperoleh dari 125 responden wisatawan yang pernah mengunjungi Taman Wisata Alam Mangrove Angke Kapuk dengan 9 responden dikeluarkan karena teridentifikasi sebagai outlier hingga total sampel akhir berjumlah 116 wisatawan. Teknik analisis data yang digunakan adalah analisis jalur. Hasil penelitian menunjukkan bahwa secara simultan, sensory marketing berpengaruh signifikan terhadap customer satisfaction, dan baik sensory marketing maupun customer satisfaction secara individu berpengaruh signifikan terhadap revisit intention. Namun, dalam pengujian mediasi, diketahui direct effect tidak signifikan mengindikasikan customer satisfaction memediasi penuh hubungan sensory marketing dan revisit intention. This study aims to determine the effect of sensory marketing on revisit intention among tourists, with customer satisfaction as a mediating variable. The research employs a quantitative approach with descriptive and verificative research design using the explanatory survey method. Primary data were collected from 125 tourists who had visited Taman Wisata Alam Mangrove Angke Kapuk, with 9 respondents excluded as outliers, resulting in a final sample of 116 tourists. Data was analyzed using path analysis. The findings reveal that, simultaneously, sensory marketing has a significant effect on customer satisfaction, and both sensory marketing and customer satisfaction individually have a significant effect on revisit intention. However, mediation testing indicates that the direct effect is not significant, suggesting that customer satisfaction fully mediates the relationship between sensory marketing and revisit intention.

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Item Type:	Thesis (S1)
Additional Information:	ID SINTA Dosen Pembimbing: Heri Puspito Diyah Setiyorini: 5978343 Rijal Khaerani: 6722119
Uncontrolled Keywords:	Pemasaran Sensorik, Niat Kunjungan Ulang, Kepuasan Pelanggan, Wisata Alam Sensory Marketing, Revisit Intention, Customer Satisfaction, Nature Tourism
Subjects:	L Education > L Education (General)
Divisions:	Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Pemasaran Pariwisata
Depositing User:	Ayu Luthfiani Azizah
Date Deposited:	19 Aug 2025 04:06
Last Modified:	19 Aug 2025 04:06
URI:	http://repository.upi.edu/id/eprint/135794

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