The Effect of Perceived Value on Revisit Intention: The Mediating Role of Customer Satisfaction at The Bagong Adventure Museum, Tubuh, Batu City

Abstract

Purpose: This study examines the effect of Perceived Value on Revisit Intention, with Customer Satisfaction as a mediating variable, at The Bagong Adventure Museum Tubuh as an educational tourism destination.

Design/Methodology/Approach: This research employs a quantitative approach using a survey method. Data were collected through questionnaires distributed to 100 respondents who had visited The Bagong Adventure Museum Tubuh. The data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) in SmartPLS.

Findings: The results show that Perceived Value, Customer Satisfaction, and Revisit Intention are in the good category. Hypothesis testing indicates that Perceived Value has a positive and significant effect on Revisit Intention and Customer Satisfaction. Customer Satisfaction also positively and significantly affects Revisit Intention. However, mediation analysis reveals that Customer Satisfaction does not significantly mediate the relationship between Perceived Value and Revisit Intention. These findings suggest that perceived value influences revisit intention more strongly directly than indirectly through customer satisfaction.