KONTRIBUSI DIMENSI EXPERIENTIAL MARKETING TERHADAP MINAT BERKUNJUNG ULANG WISATAWAN KE AIR TERJUN DOLO KEDIRI
Keywords:
Experiential Marketing; Revisit Intention; Dolo Waterfall KediriAbstract
This research aims to measure the contribution of the dimensions of Experiential Marketing towards the interest of tourists in revisiting Dolo Waterfall in Kediri. The approach used is quantitative with explanatory research methods. The sample in this study consisted of 100 respondents selected using purposive sampling technique. Data collection was conducted using a Likert scale-based questionnaire. Multiple linear regression was used in the data analysis techniques of this study with the help of SPSS application. The research findings indicate that simultaneously, the five dimensions of experiential marketing have a significant impact on tourists' interest in revisiting. Partially, only the sense dimension has a significant and positive impact. Meanwhile, the feel, think, and act dimensions have a significant but negative impact, and the relate dimension does not have a significant impact.
Keywords: Experiential Marketing; Revisit Intention; Dolo Waterfall Kediri
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