SERVICE ENCOUNTER DAN PERCEIVED VALUE TERHADAP BEHAVIORAL INTENTION DENGAN KEPUASAN PENGUNJUNG SEBAGAI VARIABEL INTERVENING

Abstract

The goal of this study is to determine the effect of Service Encounter and Perceived Value on Behavioral Intention with Visitor Satisfaction as an intervening variable. The study was conducted on visitors in Madu Tiga Beach & Resort with total of 102 respondents. This study applied purposive random sampling technique and used the Slovin formula for sample determination. This study is a quantitative research using descriptive data analysis techniques, path analysis, classical assumption tests, data quality tests and hypothesis tests. The data were processed using the IBM SPSS Statistic 25 program. Based on the results of this study, was found (H1) service encounters partially had no significant effect on satisfaction,(H2) the partial perceived value had no significant effect on satisfaction, (H3) service encounters and perceived value had no significant effect on satisfaction simultaneously, (H4) service encounters partially had a significant effect on behavioral intention, (H5) perceived value partially had a significant effect on behavioral intention, (H6) service encounters and perceived value simultaneously had a significant effect on behavioral intention, (H7) satisfaction partially had a significant effect on behavioral intention, (H8) satisfaction considered not able to significantly influence the relationship between service encounters and behavioral intention, (H9) and the same result is obtained between perceived value and behavioral intention which didn’t significantly influencing satisfaction. Based on the results of this study, Madu Tiga Beach and Resort has to continue to improve on behavioral intention and visitor satisfaction by taking into account the factors that support service encounters and perceived value.