Enhancing Behavioral Intention Through Improved Perceived Quality and Visitor Satisfaction

Abdullah, Mohammad Naufal Fauzan
Prameka, Adelia Shabrina

Jurnal Manajemen Pemasaran dan Perilaku Konsumen
Vol. 4 No. 2 (2025)

Purpose – This study aims to analyze the influence of perceived quality on behavioral intention and visitor satisfaction, the effect of visitor satisfaction on behavioral intention, and the mediating role of visitor satisfaction in the relationship between perceived quality and behavioral intention among visitors of Speed Lane Go Karting.    Design/methodology/approach – This study employs a quantitative explanatory research design. The sample consists of 100 respondents selected using accidental sampling. Data were analyzed using path analysis to examine both direct and indirect relationships among perceived quality, visitor satisfaction, and behavioral intention.   Findings – The results indicate that perceived quality significantly influences both visitor satisfaction and behavioral intention. In addition, visitor satisfaction has a significant effect on behavioral intention and mediates the relationship between perceived quality and behavioral intention. These findings suggest that improvements in perceived quality enhance satisfaction, which subsequently strengthens positive behavioral intentions among visitors.   Originality/value – This study offers originality by positioning visitor satisfaction as an intervening variable in the relationship between perceived quality and behavioral intention, a linkage rarely explored in go-karting or recreational service contexts. The findings provide new empirical evidence that enriches the literature on service quality and visitor behavior within niche entertainment settings.