PENGARUH EXPERIENTIAL MARKETING TERHADAP MINAT BERKUNJUNG ULANG DENGAN KEPUASAN SEBAGAI VARIABEL MEDIASI (STUDI PADA PENGUNJUNG WISATA SETIGI SEKAPUK GRESIK)

The purpose of this study is to describe experiential marketing, satisfaction and revisit interest, the influence of experiential marketing on satisfaction, the influence of visitor satisfaction on revisit interest, the influence of experiential marketing on revisit interest and the role of visitor satisfaction in mediating the influence between experiential marketing on revisit interest. The type of research used in this study is explanatory research, with a population of Setigi Sekapuk Gresik tourist visitors, with a sample size of 140 respondents. The data analysis technique uses path analysis. The results of the research and discussion that have been carried out can be concluded that experiential marketing is included in the good criteria, satisfaction is included in the satisfied criteria and revisit interest is high. Experiential marketing has a positive and significant effect on satisfaction, satisfaction has a positive and significant effect on revisit interest and experiential marketing has a positive and significant effect on revisit interest. Satisfaction is proven to be a mediating variable for the influence between experiential marketing on revisit interest.