PENGARUH SAPTA PESONA DAN CITRA DESTINASI TERHADAP MINAT BERKUNJUNG ULANG DENGAN KEPUASAN PENGUNJUNG SEBAGAI VARIABEL INTERVENING PADA MUSEUM SULTAN MAHMUD BADARUDDIN II PALEMBANG

Abstract

Abstract

This research was conducted with the aims of explaining the effects of: (1) sapta pesona on destination image (2) sapta pesona and destination image on visitor satisfaction, (3) sapta pesona, destination image, and visitor satisfaction on revisit intention. This research used a quantitative approach. The object of this research was Sultan Mahmud Badaruddin II Museum, Palembang. Data was obtained from distributing a questionnaire to 100 respondents. Samples were taken using a purposive sampling technique. Path analysis was used as data analysis technique. Based on the results of the regression test with the concept of path analysis, it can be concluded that: (1) sapta pesona has significant effect on destination image, (2) sapta pesona and destination image have significant effect on visitor satisfaction either partially or simultaneously, (3) sapta pesona, destination image, and visitor satisfaction simultaneuously and significantly affect revisit intention. Partially, sapta pesona and visitor satisfaction have significant effect on revisit intention, while destination image does not affect revisit intention significantly.