Research Paper
Year: 2020 | Month: February | Volume: 7 | Issue: 2 | Pages: 79-84
The Effect of Social Media, Servicescape and Customer Experience on Revisit Intention with The Visitor Satisfaction as an Intervening Variables in The Tree House on Tourism Habitat Pamah Semelir Langkat Regency
Wahyu Ramadhani Situmorang1, Endang Sulistya Rini2, Beby Karina Fawzeea Sembiring2
1Postgraduate Students, 2Postgraduate Lecturer,
Department of Management, Faculty of Economics and Business at Universitas Sumatera Utara, Indonesia
Corresponding Author: Wahyu Ramadhani Situmorang
ABSTRACT
The purpose of this study was to determine the effect of social media, servicescape, and customer experience on revisit intention with the visitor satisfaction as an intervening variable in The Tree House on Tourism Habitat Pamah Semelir Langkat Regency. Type used in this research is associative. The population in this study was the visitors who visit in The Tree House on Tourism Habitat Pamah Semelir Langkat Regency. Samples taken in this study was 135 respondents. Withdrawal ofthe amount of the sample size is done with non-probability sampling method using accidental sampling technique that visitors browsing research location. The primary data collection using questionnaires and secondary data collection using structural equation modeling (SEM), analysis tools Smart PLS 3.0 significantly α = 5% (0.05). The results of this study indicate that social media has a positive and significant effect on visitor satisfaction. Servicescape has a positive and significant effect on visitor satisfaction and customer experience has a positive and significant effect on visitor satisfaction. Social media has a positive but not significant effect on revisit intention. Servicescape a positif and significant effect on revisit intention and customer experience has a positive and significant effect on revisit intention. Then, social media has a positive and significant effect on revisit intention through visitor satisfaction. Servicescape has a positive effect, but not significantly to revisit intention through visitor satisfaction and customer experience has a positive and significant effect revisit intention through visitor satisfaction. Visitor satisfaction has a positive and significant effect on revisit intention.
Keywords: Social Media, Servicescape, Customer Experience, Revisit Intention,Visitor Satisfaction
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