Pengaruh Experiencescape dan Service Quality (Servqual) Terhadap Revisit Intention Pada Tamu di Hotel Aloft Bali Kuta Dengan Satisfaction Sebagai Variabel Mediasi
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Dalam industri perhotelan yang kompetitif, khususnya di destinasi wisata unggulan seperti Bali, mendorong tamu untuk kembali menginap menjadi tantangan utama bagi hotel. Penelitian ini bertujuan untuk menganalisis pengaruh experiences cape dan service quality terhadap revisit intention tamu Hotel Aloft Bali Kuta dengan satisfaction sebagai variabel mediasi. Penelitian ini menggunakan pendekatan kuantitatif dengan metode explanatory research. Populasi penelitian adalah tamu yang pernah menginap di Hotel Aloft Bali Kuta dalam dua tahun terakhir, dengan jumlah sampel sebanyak 170 responden yang ditentukan menggunakan teknik purposive sampling. Data dikumpulkan melalui kuesioner daring menggunakan Google Form dan dianalisis dengan metode Structural Equation Modeling-Partial Least Squares (SEM-PLS) menggunakan SmartPLS 4. Hasil penelitian menunjukkan bahwa experiencescape dan service quality tidak berpengaruh signifikan secara langsung terhadap revisit intention. Namun, satisfaction berpengaruh positif dan signifikan terhadap revisit intention. Selain itu, experiencescape dan service quality terbukti berpengaruh positif dan signifikan terhadap satisfaction. Hasil pengujian mediasi menunjukkan bahwa satisfaction mampu memediasi secara signifikan hubungan antara experiencescape dan revisit intention, serta hubungan antara service quality dan revisit intention. Temuan ini menunjukkan bahwa kepuasan tamu menjadi faktor kunci dalam membentuk niat kunjungan ulang. Oleh karena itu, peningkatan kualitas pengalaman lingkungan hotel dan kualitas layanan perlu diarahkan untuk menciptakan kepuasan yang lebih kuat agar dapat mendorong tamu untuk kembali menginap di Hotel Aloft Bali Kuta.
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