Peran Mediasi Perceived Value dalam Memediasi Pengaruh Experiental Marketing terhadap Behavioral Intention (Studi pada Wisata Wahana di Kota Batu)

Mohammad Fakhruddin Mudzakkir, Iva Nurdiana Nurfarida

Abstract


Tujuan dari penelitian ini untuk mengetahui peran variabel perceived value dalam memediasi experiental marketing terhadap Behavioral Intention pada pengunjung wisata wahana di Kota Batu. Jumlah sampel yang diambil pada penelitian ini sebanyak 100 orang. Hasil dari penelitian ini menunjukkan bahwa experiental marketing berpengaruh positif dan signifikan terhadap perceived value  dan Behavioral Intention pengunjung wisata wahana Kota Batu. Variabel perceived value dapat memediasi hubungan experiental marketing terhadap Behavioral Intention secara posisitf dan signifikan, namun mediasi yang terjadi adalah mediasi parsial karena tanpa peran perceived value , variabel experiental marketing dapat berpengaruh terhadap Behavioral Intention.


Keywords


Persepsi Nilai; Niat Berperilaku; Eksperiental Marketing

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References


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