PENGARUH DESTINATION IMAGE DAN CONSUMER EXPERIENCE TERHADAP DESTINATION INTENTION MELALUI DESTINATION SATISFACTION PADA MARVELL CITY MALL di SURABAYA

Abstract

This study aimed to find out how the effect of Destination image and Consumer Experience to Destination intention through Destination Satisfaction on Marvell City Mall in Surabaya The sample used in this study is the Marvell City Mall visitors who live in the city of Surabaya and who had visited the Marvell City Mall with total sample is 130 respondents. For processing and analyzing the data in this research is by using Structural Equation Modeling (SEM) with AMOS 22.0 software as software for data processing. The analysis showed that the Destination Image, Consumer Experience and Destination Satisfaction has a positive influence on the Destination Intention. The empirical findings indicate that the effect of variable Consumer Experience to variable Destination Intention has the biggest regression coefficient with a value of 0.44. The second highest influence was among the variables Destination Satisfaction with the variable Destination Intention with regression coefficient value 0.35. The third highest influence was among Destination Image to Destination Intention with the regression coefficient value 0.29.