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All Journal Jurnal Studi Manajemen dan Bisnis
Irma Tyasari, Mohammad Fakhruddin Mudzakkir, Farach Riftantriani
Fakultas Ekonomika Dan Bisnis Universitas Kanjuruhan Malang
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Peran Mediasi Perceived Value dalam Memediasi Pengaruh Experiental Marketing terhadap Behavioral Intention (Studi pada Wisata Wahana di Kota Batu) Mohammad Fakhruddin Mudzakkir; Iva Nurdiana Nurfarida
Jurnal Studi Manajemen dan Bisnis Vol 5, No 2 (2018): Desember
Publisher : Trunojoyo University of Madura

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21107/jsmb.v5i2.6665

Abstract

The  purpose  of  this  study  is  to  find  out  the  role  of  perceived  value  in  mediating experiential marketing influence towards  Behavioral Intention of visitors in Wisata Wahana of Batu City. The samples were 100 respondents from visitors of Eco Green Park, Jatim Park I and II. analysis technique using path analysis. The result of the study shows that experiential marketing has significant and positive influence towards perceived  value  and  Behavioral  Intention.  The  perceived  value  variable  has  been proven to be able to mediate experiential marketing influence towards the Behavioral Intention  of  visitors  significantly,  while  the  mediation  happen  is  partial,  because without the perceived value variable as mediation, the experiential marketing variable can affect the Behavioral Intention.
Co-Authors FX. Hans Nurpratama Harinoto Harinoto Iva Nurdiana Nurfarida