ANALISIS PENGARUH PERCEIVED BENEFITS DAN PERCEIVED COSTS TERHADAP REVISIT INTENTION MELALUI PERCEIVED VALUE DAN SATISFACTION PADA PENGUNJUNG MUSEUM ANGKUT BATU DI SURABAYA

Abstract

Tourism is an economic sector that is growing rapidly in Indonesia. Currently, the tourism site are vying to be the leading in providing various benefits to visitors, on the other hand visitors are also looking for added value that can be obtained from the tourism site. As a new and famous tourism site in Batu Town, Museum Angkut needs to think about various ways to create a good quality of service which later can be added value in the minds of visitors that can generate interest of visitors to visit again. The purpose of this study is to evaluate and analyze the effect of perceived benefits and perceived costs to the revisit intention through perceived value and satisfaction of Museum Angkut’s visitors in Surabaya. This research uses quantitative approach with Structural Equation Model (SEM) and AMOS 22.0 software. The data processing in this study was conducted by using questionnaires as many as 140 respondents, with the characteristics that respondents are visitors of Museum Angkut who domiciled in Surabaya aged 18- 60 years, have visited the Museum Angkut within one time in the last year, have enjoyed the rides in Museum Angkut, knowing the ticket prices of Museum Angkut, and have bought food and drinks at the Museum Angkut. The results showed that the variable quality of touristic services has positive significant effect to the perceived value with regression coefficient of 0.263; destination appearance has positive effect but not significant to the perceived value with regression coefficient of 0.066; emotional experience has positive effect but not significant to the perceived value with regression coefficient of 0.142; reputation has positive effect but not significant to the perceived value with regression coefficient of 0.163; monetary cost variable has positive effect but not significant to the perceived value with regression coefficient of 0.054; nonmonetary cost has positive significant effect to the perceived value with regression coefficient of 0.625; quality of touristic services has positive effect but not significant to the satisfaction with regression coefficient of 0.183; perceived value has positive significant effect to the satisfaction with regression coefficient of 0.764; perceived value has positive significant effect to the revisit intention with regression coefficient of 0.707; satisfaction has positive effect but not significant to the revisit intention with regression coefficient of 0.205