Visitor Satisfaction and Revisit Intention to the Sonobudoyo Museum Mediating Role of Virtual Reality Immersive Experience

Abstract

This study aims to determine the effect of visitor satisfaction on the intention to revisit the Sonobudoyo Museum, with immersive virtual reality experience as a mediating variable. This study uses a quantitative approach with purposive sampling technique. Data was collected through a questionnaire distributed to 110 who had visited the Sonobudoyo Museum and tried the interactive virtual reality jemparingan game. Data analysis was conducted using Structural Equation Modelling (SEM) based on Partial Least Squares with the assistance of SmartPLS 4.1 software. The theory used in this study was the Theory of Planned Behaviour. The results of the study indicate that visitor satisfaction has a positive and significant effect on the intention to revisit. Visitor satisfaction also has a positive and significant effect on the immersive virtual reality (VR) experience. The immersive virtual reality (VR) experience has a positive and significant effect on the intention to revisit. Furthermore, the immersive virtual reality experience was found to partially mediate the relationship between visitor satisfaction and the intention to revisit. This finding suggests that the immersive virtual reality experience can serve as a mediator for visitor satisfaction in enhancing the intention to revisit.