PENGARUH PENGALAMAN PELANGGAN TERHADAP KEPUTUSAN BERKUNJUNG KEMBALI DIMEDIASI OLEH KEPUASAN PELANGGAN (Studi pada Pengunjung Jatimpark 1 Kota Batu)

This study aims to analyze the effect of customer experience on return visit decision mediated by customer satisfaction among visitors of Jatim Park 1 in Kota Batu. The population consists of all visitors who have visited Jatim Park 1 at least twice. The research method is quantitative with a survey approach, and purposive sampling was used to select 130 respondents. Data analysis was conducted using SEM PLS. The results show that customer experience has a significant positive effect on both satisfaction and revisit intention, and satisfaction mediates the relationship between them. These findings emphasize the importance of creating a pleasant and satisfying experience to encourage visitors to return to Jatim Park 1.