The Influence Brand Gestalt on Revisit Intention at Hombo Batu Tourist Attraction, South Nias Regency
Keywords:
Servicescape; Sensescape; Stakeholder; Revisit IntentionAbstract
The purpose of this study is to determine the effect of Brand Gestalt on Revisit Intention at the Hombo Batu tourist attraction in South Nias Regency. This research employs a quantitative approach, with the population consisting of all visitors who have visited the Hombo Batu tourist attraction in South Nias Regency. A total of 100 respondents were selected using the purposive sampling method. The data were analyzed using the Partial Least Squares–Structural Equation Modeling (PLS-SEM) method with the assistance of SmartPLS 3.0 software.The results of the study show that the Servicescape (X1) variable has a positive and significant effect, with an original sample value of 0.121, and is significantly related to revisit intention with a p-value of 0.008 < 0.05 (? = 5%). The Sensescape (X2) variable also shows a positive effect, with an original sample value of 0.354, and is significantly related to revisit intention with a p-value of 0.000 < 0.05 (? = 5%). Furthermore, the Stakeholder (X3) variable demonstrates a positive effect, with an original sample value of 0.233, and is significantly related to revisit intention with a p-value of 0.007 < 0.05 (? = 5%). Therefore, it can be concluded that Servicescape, Sensescape, and Stakeholder variables each have a positive and significant influence on Revisit Intention. These findings provide important implications for tourism marketing strategies, particularly in enhancing revisit intention activities.
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