THE INFLUENCE OF SOCIAL MEDIA, CUSTOMER EXPERIENCE AND SERVICESCAPE ON REVISIT INTENTION ON SEMBAHE NATURAL BATHING ATTRACTIONS

Abstract

This study aims to determine the effect of servicescape, social media marketing and customer experience on
Revisit Intention at the Sembahe Natural Bathing Tourism Object. The sample in this study used accidental
sampling consisting of 96 respondents who had visited the Sembahe Natural Bathing Object. Data analysis
techniques used are descriptive analysis techniques and statistical analysis techniques and data collection
methods through interviews, questionnaires, and documentation studies. The results of the study show that
the influence of servicescape, social media marketing and customer experience simultaneously has a
significant effect on visiting intentions with a Fcount of 13.338 > a value of Ftable of 2.7. Partial test shows
that servicescape has a positive and not significant effect on intention to return, while social media
marketing and customer experience partially have a positive and significant effect on revisit intention. The
AdjustedR Square value obtained from the results of the Determinant Coefficient (R2) test on revisit
intention of 0.280 means that 28% of revisit intention can be explained by servicescape, social media
marketing and customer experience. While the remaining 72% can be explained by other factors not
examined in this study.