Pengaruh Customer Experience dan Customer Sastisfaction Sebagai Pemediasi terhadap Revisit Intention
DOI:
https://doi.org/10.29313/bcsbm.v6i2.24630Keywords:
Customer Experience, Customer Satisfaction, Revisit Intention, Olahraga Rekreasional, PadelAbstract
Abstract. The development of recreational sports in Indonesia, which is moving towards the concept of sports entertainment, demands an increase in the quality of user experience at sports facilities. However, there is still a gap between expectations and actual experiences that influence satisfaction and revisit intentions, including at TheGoodPadel. This study aims to analyze the influence of Customer Experience on Revisit Intention, both directly and through Customer Satisfaction as a mediating variable. The approach used is quantitative with a descriptive verification method, involving 100 respondents selected through purposive sampling based on the Slovin formula. Data were collected using a Likert scale questionnaire that has met the validity and reliability tests, then analyzed using multiple linear regression, t-test, F-test, and Sobel test to test mediation. The results of the study indicate that Customer Experience and Customer Satisfaction are in the good category. Partially, Customer Experience has a positive and significant effect on Revisit Intention, Customer Experience also has a significant effect on Customer Satisfaction, and Customer Satisfaction has a positive and significant effect on Revisit Intention. The results of the Sobel test indicate that Customer Satisfaction significantly mediates the relationship between Customer Experience and Revisit Intention. Simultaneously, all variables have a significant effect on revisit intention.
Abstrak. Perkembangan olahraga rekreasi di Indonesia yang mengarah pada konsep sport entertainment menuntut peningkatan kualitas pengalaman pengguna fasilitas olahraga, namun masih terdapat kesenjangan antara harapan dan pengalaman aktual yang memengaruhi kepuasan serta niat kunjungan ulang, termasuk pada TheGoodPadel. Penelitian ini bertujuan menganalisis pengaruh Customer Experience terhadap Revisit Intention, baik secara langsung maupun melalui Customer Satisfaction sebagai variabel mediasi. Pendekatan yang digunakan adalah kuantitatif dengan metode deskriptif verifikatif, melibatkan 100 responden yang dipilih melalui purposive sampling berdasarkan rumus Slovin. Data dikumpulkan menggunakan kuesioner skala Likert yang telah memenuhi uji validitas dan reliabilitas, kemudian dianalisis menggunakan regresi linear berganda, uji t, uji F, serta uji Sobel untuk menguji mediasi. Hasil penelitian menunjukkan bahwa Customer Experience dan Customer Satisfaction berada pada kategori baik. Secara parsial, Customer Experience berpengaruh positif dan signifikan terhadap Revisit Intention, Customer Experience juga berpengaruh signifikan terhadap Customer Satisfaction, serta Customer Satisfaction berpengaruh positif dan signifikan terhadap Revisit Intention. Hasil uji Sobel menunjukkan bahwa Customer Satisfaction memediasi secara signifikan hubungan antara Customer Experience dan Revisit Intention. Secara simultan, seluruh variabel berpengaruh signifikan terhadap niat kunjungan ulang.
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