PENGARUH SERVICESCAPE TERHADAP REVISIT INTENTION DENGAN CUSTOMER SATISFACTION SEBAGAI VARIABEL MEDIASI (Studi Pada Conrad Bali)

Abstract

This research aims to explore how servicescape influences revisit intention, with customer satisfaction serving as a mediator (Case Study at Conrad Bali). The study focuses on customers who have previously stayed at Conrad Bali. Through purposive sampling, respondents were selected from those with multiple stays, resulting in a sample of 80 guests. The research utilizes a variance-based or component-based approach via Partial Least Squares (PLS) with SmartPLS 3.0 software. The findings indicate that 1) servicescape significantly impacts revisit intention, 2) servicescape positively influences customer satisfaction, 3) customer satisfaction significantly affects revisit intention, and 4) servicescape affects revisit intention through customer satisfaction. These results suggest that customer satisfaction acts as a mediator, where guest satisfaction mediates the relationship between servicescape at Conrad Bali and the intention to revisit.

Keywords: Servicescape, Customer Satisfaction, Revisit Intention