PENGALAMAN BERKUNJUNG,CITRA DESTINASI, DAN WORD OF MOUTH YANG MEMPENGARUHI TERHADAP MINAT BERKUNJUNG ULANG DENGAN KEPUASAN PENGUNJUNG SEBAGAI VARIABEL INTERVENING DI PANTAI TANJUNG SIAMBANG

Abstract

Broadly speaking, this study aims to determine the effect of visiting experience, destination image and word of mouth partially on interest in revisiting or revisit intention, influence of visiting experience, destination image, and word of mouth partially on visitor satisfaction, influence of revisiting interest on visitor satisfaction, the effect of visiting experience on interest in revisiting through visitor satisfaction, the effect of destination image on interest in revisiting through visitor satisfaction and the influence of word of mouth on interest in revisiting through visitor satisfaction. The population in this study are visitors who often visit Tanjung Siambang Beach. Determination of the sample using the purposive sampling method, with the sampling technique using the infinite population formula to obtain 70 respondents. The data collection method used is a questionnaire. The analytical method used in this research is descriptive test, data quality test, classical assumption test, path analysis and hypothesis testing. The results of the analysis in this study indicate that the visiting experience partially has a significant effect on the interest in revisiting, the image of the destination partially has a significant effect on the interest in revisiting. Word of mouth partially has a significant effect on interest in revisiting. Visitor satisfaction is able to influence the visiting experience, destination image and word of mouth. But visitor satisfaction is not able to mediate the variables of visiting experience, destination image, and word of mouth on the interest in revisiting. And visitor satisfaction partially has a significant effect on interest in revisiting. Based on the research results, Tanjung Siambang Beach is expected to continue to increase visitor interest by paying attention to the factors that support and support the (Visiting Experience) visiting experience, (Destination Image) the image of the destination and the word of mouth factor.