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All Journal PIRAMIDA MATRIK: JURNAL MANAJEMEN, STRATEGI BISNIS, DAN KEWIRAUSAHAAN E-Journal of Tourism Jurnal Master Pariwisata (JUMPA) International Journal of Social Science and Business Jurnal Sekretari Universitas Pamulang Dinasti International Journal of Education Management and Social Science Inobis: Jurnal Inovasi Bisnis dan Manajemen Indonesia Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) Jurnal Penelitian Ekonomi Manajemen dan Bisnis International Journal of Management Research and Economics INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE International Journal of Economics and Management Sciences Global Management: International Journal of Management Science and Entrepreneurship E-Jurnal Manajemen
Putu Saroyini Piartrini
Fakultas Ekonomi Dan Bisnis Universitas Udayana
Religion Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Social Sciences

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The role of visitor satisfaction in mediating the effect of museum image and museum quality on the intention to revisit the Bali Museum. Runa, Maria Reginna Permata; Putu Saroyini Piartrini
E-Jurnal Manajemen Vol. 15 No. 1 (2026)
Publisher : Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Udayana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24843/EJMUNUD.2026.v15.i1.p05

Abstract

Indonesia memiliki kekayaan budaya dan etnis yang beragam, dengan Bali sebagai salah satu destinasi utama yang dikenal karena seni dan budayanya. Museum merupakan salah satu daya tarik wisata yang termasuk dalam kategori wisata budaya (Priyanto, 2021). Museum Bali bertujuan untuk memelihara, melestarikan dan memamerkan kekayaan budaya Bali dari zaman prasejarah hingga perkembangan budaya Bali yang lebih modern. Penelitian ini berfokus pada kepuasan pengunjung, citra museum, dan kualitas museum untuk menentukan faktor-faktor yang memengaruhi niat pengunjung untuk kembali. Penelitian ini dilakukan pada siswa SMAK Thomas Aquino di Jalan Tangeb, Abianbase, Kecamatan Mengwi, Kabupaten Badung, Bali. Jumlah sampel yang diambil sebanyak 100 responden yang sudah pernah berkunjung ke Museum Bali. Penelitian menerapkan analisis kuantitatif dengan menggunakan uji asumsi klasik, analisis jalur, dan uji Sobel sebagai teknik analisisnya. Berdasarkan temuan penelitian, dapat disimpulkan bahwa citra dan kualitas Museum Bali secara positif dan signifikan memengaruhi kepuasan pengunjung serta niat mereka untuk kembali berkunjung kembali.   Indonesia boasts a rich diversity of cultures and ethnicities, with Bali standing out as a primary destination renowned for its art and culture. Museums are a tourist attraction falling under the category of cultural tourism. The Bali Museum aims to maintain, preserve, and exhibit Bali's cultural richness, spanning from prehistory to its more modern development. This research focuses on visitor satisfaction, museum image, and museum quality to determine the factors that influence visitors' intention to return. The study was conducted on students of SMAK Thomas Aquino located on Jalan Tangeb, Abianbase, Mengwi District, Badung Regency, Bali. A total sample of 100 respondents who had previously visited the Bali Museum was taken. The research employs quantitative analysis using the classical assumption test, path analysis, and the Sobel test as its analytical techniques. Based on the research findings, it can be concluded that the Bali Museum's image and quality positively and significantly influence both visitor satisfaction and their intention to return.
Co-Authors A.A Made Indra Wijaya Kusuma Anak Agung Pertiwi Kumala Sari Arini Maharani Zahra Aurora Yesaya Luhulima Ayu Diah mahardani Bonifacius Nugroho Anindhito Desak Ketut Sintaasih Dewa Ayu Diah Kumala Dewi Dewa Ngakan Putu Haris Aricandra Djoko Widagdo I G M RIKO HENDRAJANA I Gede Riana I Gusti Agung Made Galang Pradnya Suara1 I Gusti Ayu Ari Warmadewi I Gusti Ayu Manuati Dewi I Gusti Ayu Putu Wita Indrayani I Made Dena Julio Mahendra Saputra I Nengah Asta Gina Jaya Artha I Putu Gde Sukaatmadja I Putu Indra Setiawan I Wayan Gede Supartha Ida Ayu Agung Hutami Pramesti Ida Ayu Candra Dewi Kusuma K. Saha Aswina Dharmawan Kadek Krisna Permana Putra Ketut Ari Satya Utami Komang Ardana Komang Ayu Trishantika Dewi Komang Prasetya Wahyu Nugraha LAUNTU, ANSIR Made Astarani Krisna Putri Marsitha zubha Sakinah Basalama Mira Minarsari Muhamad Hasbi Ni Made Asti Aksari Ni Putu Cyntia Maseni PA Andiena Nindya Putri PA Andiena Nindya Putri Ralen Rouli Agustina Rumapea Runa, Maria Reginna Permata Sagung Binda Karmita Sauri Sauri Shamia Shamia Siti Anggriana umiarti sri rejeki