PERAN KEPUASAN PENGUNJUNG DALAM MEMEDIASI PENGARUH CITRA DAN KUALITAS MUSEUM TERHADAP NIAT BERKUNJUNG KEMBALI PADA MUSEUM BALI
DOI:
https://doi.org/10.24843/EJMUNUD.2026.v15.i1.p05Keywords:
intention to return; museum image; museum quality; visitor satisfactionAbstract
Indonesia memiliki kekayaan budaya dan etnis yang beragam, dengan Bali sebagai salah satu destinasi utama yang dikenal karena seni dan budayanya. Museum merupakan salah satu daya tarik wisata yang termasuk dalam kategori wisata budaya (Priyanto, 2021). Museum Bali bertujuan untuk memelihara, melestarikan dan memamerkan kekayaan budaya Bali dari zaman prasejarah hingga perkembangan budaya Bali yang lebih modern. Penelitian ini berfokus pada kepuasan pengunjung, citra museum, dan kualitas museum untuk menentukan faktor-faktor yang memengaruhi niat pengunjung untuk kembali. Penelitian ini dilakukan pada siswa SMAK Thomas Aquino di Jalan Tangeb, Abianbase, Kecamatan Mengwi, Kabupaten Badung, Bali. Jumlah sampel yang diambil sebanyak 100 responden yang sudah pernah berkunjung ke Museum Bali. Penelitian menerapkan analisis kuantitatif dengan menggunakan uji asumsi klasik, analisis jalur, dan uji Sobel sebagai teknik analisisnya. Berdasarkan temuan penelitian, dapat disimpulkan bahwa citra dan kualitas Museum Bali secara positif dan signifikan memengaruhi kepuasan pengunjung serta niat mereka untuk kembali berkunjung kembali.
Indonesia boasts a rich diversity of cultures and ethnicities, with Bali standing out as a primary destination renowned for its art and culture. Museums are a tourist attraction falling under the category of cultural tourism. The Bali Museum aims to maintain, preserve, and exhibit Bali's cultural richness, spanning from prehistory to its more modern development. This research focuses on visitor satisfaction, museum image, and museum quality to determine the factors that influence visitors' intention to return. The study was conducted on students of SMAK Thomas Aquino located on Jalan Tangeb, Abianbase, Mengwi District, Badung Regency, Bali. A total sample of 100 respondents who had previously visited the Bali Museum was taken. The research employs quantitative analysis using the classical assumption test, path analysis, and the Sobel test as its analytical techniques. Based on the research findings, it can be concluded that the Bali Museum's image and quality positively and significantly influence both visitor satisfaction and their intention to return.
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