Analisis Pengaruh Quality Promotion Content, Social Interaction, dan Event Atmosphere terhadap Revisit Intention dengan Customer Engagement dan Customer Satisfaction sebagai Variabel Mediasi pada Event Uleg Bazar Kuliner Mangkunegaran 2026

Ikfina Amaliadina, Kussudyarsana Kussudyarsana

Abstract


Penelitian ini bertujuan menganalisis pengaruh Quality Promotion Content, Social Interaction, dan Event Atmosphere terhadap Revisit Intention dengan Customer Engagement dan Customer Satisfaction sebagai variabel mediasi pada Event Uleg Bazar Kuliner Mangkunegaran 2026. Penelitian ini menggunakan metode kuantitatif dengan pendekatan survei. Data dikumpulkan melalui kuesioner berbasis Google Form kepada pengunjung Event Uleg Bazar Kuliner Mangkunegaran 2026 di wilayah Solo Raya dengan teknik proportional random sampling. Instrumen penelitian diukur menggunakan skala Likert lima poin dan dianalisis menggunakan metode Structural Equation Modeling–Partial Least Squares (SEM-PLS) dengan bantuan SmartPLS 4 melalui pengujian outer model, inner model, dan bootstrapping. Hasil penelitian menunjukkan bahwa Quality Promotion Content dan Event Atmosphere berpengaruh positif dan signifikan terhadap Revisit Intention, sedangkan Social Interaction tidak berpengaruh langsung terhadap Revisit Intention namun berpengaruh terhadap Customer Engagement. Customer Engagement dan Customer Satisfaction terbukti meningkatkan Revisit Intention serta berperan sebagai variabel mediasi dalam penelitian ini

Keywords


Customer Engagement, Customer Satisfaction, Event Atmosphere, Quality Promotion Content, Revisit Intention.

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References


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