KONTRIBUSI DESTINATION IMAGE DAN PERCEIVED VALUE DALAM MENINGKATKAN LOYALTY PENGUNJUNG TRANS STUDIO DI KOTA BANDUNG

Abstract

ABSTRAK Mengacu pada sumber data yang diperoleh dari Top Brand Award (2023) diketahui bahwa pertumbuhan Top Brand Index (TBI) Trans Studio pada periode 2021-2022 mengalami penurunan sebesar 1,4%. Salah satu ukuran TBI adalah Commitment Share menunjukkan kekuatan merek dalam mendorong pelanggan untuk membeli kembali di masa mendatang. Fenomena tersebut dapat mengindikasikan terjadinya penurunan Loyalty pengunjung Trans Studio. Tujuan penelitian ini untuk menguji pengaruh destination image dan perceived value terhadap loyalty yang dimediasi oleh memorable tourism experience Trans Studio di Kota Bandung. Sebanyak 120 responden yang berpengalaman mengunjungi Trans Studio Bandung berpartisipasi dalam penelitian ini. Metode cross-sectional atau one shot digunakan untuk mendapatkan data. Instrumen telah lulus uji validitas dan reliabilitas yang meliputi convergent validity, discriminant validity, dan composite reliability. Teknik analisis data yang digunakan adalah structural equation modelling (SEM) dengan bantuan SmartPLS versi 3.0. Dari lima belas hipotesis penelitian yang diusulkan, dua belas diantaranya didukung oleh data empiris. Hasil penelitian menunjukkan bahwa destination image dan perceived value berpengaruh positif terhadap hedonism, refreshment, dan meaningfulness lalu hedonism dan meaningfulness berpengaruh positif terhadap loyalty serta hedonism dan meaningfulness memediasi pengaruh destination image dan perceived value terhadap loyalty. Hasil penelitian ini diharapkan dapat memberikan manfaat bagi penelitian selanjutnya dan pihak pengelola objek yang dinilai dan industri wisata pada umumnya. Kata Kunci: Destination image, perceived value, memorable tourism experience, loyalty. ABSTRACT Referring to the data source obtained from the Top Brand Award (2023), it is known that the growth of Trans Studio's top brand index (TBI) in the 2021-2022 period has decreased by 1.4%. One measure of TBI is commitment share, which shows the strength of the brand in encouraging customers to repurchase in the future. This phenomenon may indicate a decrease in the loyalty of Trans Studio visitors. The aim of this research is to examine the influence of destination image and perceived value on loyalty mediated by Trans Studio's memorable tourism experience in Bandung City. A total of 120 respondents who had experience visiting Trans Studio Bandung participated in this research. The cross-sectional or one shot method is used to obtain data. The instrument has passed validity and reliability tests which include convergent validity, discriminant validity and composite reliability. The data analysis technique used is structural equation modeling (SEM) with the help of SmartPLS version 3.0. Of the fifteen proposed research hypotheses, twelve are supported by empirical data. The results showed that, destination image and perceived value have a positive effect on hedonism, refreshment and meaningfulness, then hedonism and meaningfulness have a positive effect on loyalty and hedonism and meaningfulness mediate the effect of destination image and perceived value on loyalty. It is hoped that the results of this research will provide benefits for further research and the managers of the objects being assessed and the tourism industry in general. Keywords: Destination image, perceived value, memorable tourism experience, loyalty.