FAKTOR – FAKTOR YANG MEMPENGARUHI REVISITING INTENTION PADA PENGUNJUNG RESTORAN BARBEKYU

FACTORS THAT AFFECT REVISTING INTENTION AT THE VISITOR of BARBEQUE RESTAURANTS ABSTRACT This study aims to find out how companies will create increased revisiting intention through the creation of customer satisfaction. Some estimating factors that cause revisiting intention that can be used as a reference for researchers in improving corporate performance strategies and attractiveness that affect the causes of revisiting intention through consumer satisfaction in barbeque restaurants. This research uses SEM analysis method with quantitative descriptive approach. Data were collected using a questionnaire. The sampling technique used was probability sampling with a simple random sampling of 250. Data collection was carried out by distributing questionnaires using a 6-point scale. Testing in this study using the Exploratry Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA) methods. The results showed that Experiential Marketing had no significant effect on Customer Satisfaction, Perceived Attractiveness had a positive and significant effect on Customer Satisfaction, Experiential Marketing had a negative and significant effect on Revisiting Intention, Perceived Attractiveness had a positive and significant effect on Revisiting Intention, Customer Satisfaction had a positive and significant effect on Revisiting Intention. Keyword : Revisiting Intention, Customer Satisfaction, Experiential Marketing, Perceived Attractivenes