The effect of tourist satisfaction in the relationship between experiential marketing and revisit intention in Dusun Bambu, Indonesia

This study aims to determine the effect of tourist satisfaction in the relationship between experiential marketing and revisit intention in Dusun Bambu, Indonesia. This type of research is quantitative research and sampling technique used was purposive sampling. The data were taken using questionnaire targeting 100 customers in Dusun Bambu. This research concentrates on direct and indirect functions. The analysis tools used are classical assumptions, path analysis, and sobel tests. The analysis was performed using the SP SS 24.0 statistics package. The results of classical assumptions show that all variables consisting of experiential marketing, tourist satisfaction and re-visit intention are in the normal line and have similarity variance. This study also found that tourist satisfaction has been proven to mediate the relationship between experiential marketing and revisit intention. The results of the study show that experiential marketing has a stronger influence on the indirect effects of tourist satisfaction as a mediator than the direct effect on revisit intention. The Sobel test results show that tourist satisfaction has a positive effect in significantly mediating experiential marketing relations with revisit intention.