Pengaruh Perceived Quality Dan Perceived Value Terhadap Revisit Intention Melalui Satisfaction Sebagai Variabel Intervening (Studi pada Pengunjung Destinasi Wisata Museum Kretek Kudus)

Abstract

Abstract: The research.aims that to discover the influence between perceivd quality and perceived value against the revisit intention through satisfaction. The population is all visitors in the Kretek Kudus Museum, and the sampling collection technique uses the purposive .and accidental sampling. The type of ostudy is explanatory research. The data analysis in this research use software SPSS 20.0 for Windows, which is conducted validity, reliability, coefficient correlation, coefficient determination, simple and multiple regression tests, significance ( T-test and F-test) and then Sobel test. The Sobel test result stated that the satisfaction fully mediates between perceivd quality and perceivd value against revisit intention. Based on the coefficient-correlation test's analysis result, the variable of perceived quality and perceived value against the satisfaction has a strong relationship. Based on the result, the writer suggests for Kretek Kudus Museum to improve staff performance and facilities' quality to get good visitor perception related to perceived quality. Besides that, it necessary to focus on visitor satisfaction by giving high service to get visitor satisfaction and interest in visiting Kretek Kudus Museum

 Keywords: Perceived Quality; Perceived.Value; Satisfaction;, Revisit Intention

Abstrak: Tujuan dilakukannya penelitian ini adalah mengetahui pengaruh antara perceived quality dan perceived valu terhadap revisit intention melalui satisfaction. Populasinya adalah seluruh pengunjung Museum Kretek Kudus, sedangkan sampelnya adalah 100 orang pengunjung Museum Kretek Kudus dengan menggunakan teknik pengambilan sampel purposive dan accidental sampling. Tipe penelitian ini adalah explanatory research. Pengolahan data pada penilitian ini menggunakan software SPSS 20.0 for Windows, dimana dilakukan uji validitas, uji reliabilitas, uji koefisien korelasi, uji koefisien determinasi, uji regresi sederhana dan berganda, uji signifikansi (uji t dan uji F), kemudian uji sobel. Hasil uji Sobel menunjukkan bahwa satisfaction  mampu memediasi penuh antara perceived quality dan perceived value terhadap revisit intention. Berdasarkan hasil analisis uji Koefisien korelasi variabel perceived quality dan perceived value terhadap satisfaction memilki hubungan yang kuat. Berdasarkan hasil tersebut maka disarankan agar Museum Kretek Kudus dapat meningkatkan kemampuan dalam meningkatkan kinerja staffnya, meningkatkan kualitas fasilitas yang ada sehingga persepsi pengunjung mengenai perceived quality baik, selain itu perlu memfokuskan pada kepuasan pengunjung dengan memberikan pelayanan yang tinggi sehingga akan menimbulkan satisfaction pada pengunjung dan berminat untuk mengunjungi Mueum Kretek Kudus.

 Kata kunci: Perceived Quality, Perceived Value, Satisfaction, Revisit Intention