Apakah Kepuasan Dapat Memediasi Experiential Marketing Dan Lokasi Terhadap Loyalitas Pada Destinasi Wisata Di Madura?
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Abstract
Kecilnya jumlah kunjungan wisata di Madura menjadi tantangan serius bagi pengembangan sektor pariwisata, sehingga perlu dilakukan upaya untuk meningkatkan daya tarik Madura sebagai destinasi wisata. Penelitian ini bertujuan untuk mengetahui apakah experiential marketing dan lokasi memiliki pengaruh terhadap loyalitas wisatawan melalui kepuasan wisatawan. Metode yang digunakan adalah kuantitatif dengan jumlah sampel sebanyak 100 responden. Teknik analisis data menggunakan PLS-SEM. Hasil penelitian menunjukkan bahwa experiential marketing dan lokasi berpengaruh signifikan terhadap kepuasan dan loyalitas wisatawan. Kepuasan juga berpepengaruh terhadap loyalitas dan telah terbukti memediasi hubungan antara experiential marketing dan lokasi terhadap loyalitas wisatawan. Penelitian ini sangat penting karena memberikan implikasi positif secara teoritis maupuan praktis bagi perkembangan destinasi wisata.
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