PENGARUH EVENT IMAGE, DESTINATION IMAGE, PAST EXPERIENCE DAN PARTICIPANT SATISFACTION TERHADAP REVISIT INTENTION PADA MARATHON EVENT DI INDONESIA
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Abstract
Penelitian ini bertujuan untuk mengetahui apakah Destination Image, Event Image, Past Experience, dan Participant Satisfaction akan mempengaruhi Revisit Intention partisipan aktif pada Marathon Event. Jumlah sampel yang digunakan dalam penelitian ini berjumlah 230, didapatkan dari hasil survei online yang berasal dari finisher Jakarta Marathon Event dalam kurun waktu 2013-2019. Pengolahan data menggunakan metode Structural Equation Modelling (SEM) dengan program AMOS 21. Hasil yang didapatkan pada penelitian ini menunjukkan bahwa efek mediasi variabel Participant Satisfaction antara Destination Image, Event Image, dan Past Experience berpengaruh besar terhadap Revisit Intention. Past Experience memberikan pengaruh signifikan secara langsung terhadap Revisit Intention. Namun, Destination Image dan Event Image tidak memberikan pengaruh signifikan secara langsung terhadap Revisit Intention. Pentingnya kolaborasi antara Pemerintah Kota dan Event Organizer sebagai untuk memberikan Past Experience yang baik dibahas bersama dengan pentingnya Participant Satisfaction sebagai pendorong utama pembentukan Revisit Intention.
Purpose of this study to understand how the Destination Image, Event Image, Past Experience, and Participant Satisfaction predict the Revisit Intention of active participants in the Marathon Event. The number of samples used in this study is 230, obtained from the results of an online survey taken from the finisher of the Jakarta Marathon Event between 2013-2019. Data processing using the Structural Equation Modeling (SEM) method with the AMOS 21 program. The results revealed mediation effect of Participant Satisfaction between Destination Image, Event Image, and Past Experience has a significant effect on Revisit Intention. In addition, Past Experience directly has a significant effect on Revisit Intention. However, Destination Image and Event Image has no significant direct effect on Revisit Intention. The importance of collaboration between the City Government and Event Organizer was discussed together along with the importance of Participant Satisfaction as the main driver for the establishment of Revisit Intention.
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