THE INFLUENCE OF SENSE EXPERIENCE AND FEEL EXPERIENCE ON TOURISTS' INTENTION TO REVISIT
DOI:
https://doi.org/10.54783/jemba.v1i1.4Keywords:
Sense Experience, Feel Experience, Tourists Revisit InterestAbstract
This research is motivated by the existence of market openness which results in the number of products in the form of goods and services increasing and causing too many people to compete in the market. One of them is Waterboom Tirta Sumber Jaya Cipangalun, a company engaged in the tourism sector that competes with an emphasis on the loyalty of its visitors so that they have an interest in visiting again by paying attention to important factors in the marketing field such as sense experience and feel experience. The purpose of this study was to determine the effect of sense experience and feel experience on the interest of returning tourists at Waterboom Tirta Sumber Jaya Cipangalun Ciamis partially and simultaneously. The research method used is a descriptive verification method with a quantitative approach. This type of data includes all variables that are closely related to the influence of sense experience and feel experience on the interest of returning tourists. Data collection techniques were obtained from questionnaires and literature studies. The sample used in this study amounted to 100 respondents of tourists from Waterboom Tirta Sumber Jaya Cipangalun Ciamis using a non-probability sampling method. The results of the analysis using multiple linear regression where these results indicate that sense experience and feel experience have a positive and significant effect on the interest of returning tourists. The results of the partial analysis using the t-test showed that for the sense experience variable, tcount > ttable (7.578 > 1.984) with a significance value of 0.000 <0.05. For the feel experience variable, tcount > ttable (4.978 > 1.984) with a significance value of 0.000 <0.05. The results of simultaneous hypothesis testing using the F test showed that the value of Fcount > Ftable (170,204 > 3.09) with a significance value of 0.000 < 0.05. From the calculation of the coefficient of determination (R2), the result is 0.778 or 77.8%. While the remaining 22.2% is influenced by other variables not examined in this study.
References
Al Bustomi, Y. (2021). Dampak Pandemic Corona Virus Disease 2019 (Covid-19) Terhadap Pengembangan Wisata Pantai Bentar Dalam Upaya Peningkatan Pendapatan Asli Daerah (Studi Kasus Dinas Pemuda, Olahraga Pariwisata Dan Kebudayaan Kabupaten Probolinggo).
Fitriani, N. S., Darna, N., & Suhendi, R. M. (2019). PENGARUH REKRUTMEN DAN PELATIHAN TERHADAP PRODUKTIVITAS KERJA KARYAWAN (Suatu Studi Pada Toserba Pajajaran Kota Banjar).
Hutama, A. C. (2013). Analisa Pengaruh Experiential Marketing Terhadap Customer Satisfaction Dan Customer Loyalty The Light Cup Di Surabaya Town Square. Jurnal Strategi Pemasaran, 1(2), 1–13.
Kansil, J. M., & Sepang, J. L. (2014). Kualitas Layanan Pengaruhnya terhadap Keputusan Menggunakan Internet di Warnet Kelurahan Kairagi II. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 2(1).
Kotler, P., & Keller, K. L. (2009). Manajemen Pemasaran, terjemahan oleh Bob Sabran. Buku.
Krisnani, H., & Darwis, R. S. (2015). Pengembangan desa wisata melalui konsep community based tourism. Prosiding Penelitian Dan Pengabdian Kepada Masyarakat, 2(3).
Kustini, K. (2012). Penerapan Experiential Marketing. Jurnal Riset Ekonomi Dan Bisnis, 7(2), 44–57.
Mudrikah, A. (2014). Kontribusi sektor pariwisata terhadap GDP Indonesia tahun 2004-2009. Economics Development Analysis Journal, 3(2).
Muthahharah, A., & Adiwibowo, S. (2017). Dampak obyek wisata Pantai Pasir Putih Situbondo terhadap peluang bekerja dan berusaha. Jurnal Sains Komunikasi Dan Pengembangan Masyarakat [JSKPM], 1(2), 157–166.
Panjaitan, D. F. (2017). Pengaruh Experiential Marketing Terhadap Loyalitas Konsumen yang Dimediasi Variabel Kepuasan Konsumen (Studi Kasus: Fitness First Cabang Oakwood). Media Manajemen Jasa, 4(1).
Pradana, H. (2020). Pengembangan pariwisata pasar terapung Kota Banjarmasin. Jurnal Kebijakan Pembangunan, 15(1), 63–76.
Pratiwi, Z. D. A. P., & Prakosa, A. (2021). Pengaruh Media Sosial, Event Pariwisata, dan Fasilitas Pelayanan Terhadap Minat Berkunjung Kembali di Sandboarding Gumuk Pasir Parangkusumo. Jurnal Fokus Manajemen Bisnis, 11(1), 74–94.
Rini, E. S. (2009). Menciptakan pengalaman konsumen dengan experiential marketing. Jurnal Manajemen Bisnis, 2(1), 15–20.
Schmitt, B. (1999). Experiential marketing. Journal of Marketing Management, 15(1–3), 53–67.
Sinaga, S. N. C., Shihab, M. S., & Syarfuan, K. (2013). Pengaruh Experiential Marketing Terhadap Kepuasan Konsumen (Studi Kasus: Cinema Xxi Imax Gandaria City, Jakarta). Jurnal Manajemen Dan Bisnis Sriwijaya, 11(3), 245–261.
Sitorus, O. T. (2019). Pengaruh Kualitas Produk Hotel Terhadap Keputusan Menginap Tamu Di Hotel Grand Inna Medan. JUMANT, 11(2), 91–102.
Sucipto, S., & Nurohman, D. (2021). Strategi Bertahan Pelaku Usaha Wisata dalam Menghadapi Pandemi Covid-19. Ad-Deenar: Jurnal Ekonomi Dan Bisnis Islam, 5(02), 299–322.
Sulastri, L. (2016). Studi Kelayakan Bisnis Untuk Wirausaha. LGM-LaGood’s Publishing.
Umar, H. (2000). Metode riset pemasaran dan perilaku konsumen. PT Gramedia Pustaka Utama. Jakarta.
Widyanata, O. Y., & Setyono, D. (2017). Analisa pengaruh experiential marketing terhadap minat beli ulang konsumen Konig Coffee & Bar. Jurnal Hospitality Dan Manajemen Jasa, 5(1), 177–191.
1.png)
