<![CDATA[This study aims to determine the effect of service quality and price on revisit intention at Umasaih Guest House, with customer satisfaction as a mediating variable. This research is a quantitative study using the Partial Least Square (PLS) approach. The sample consisted of 100 respondents selected through a purposive sampling technique. The results of the analysis show that service quality has a positive and significant effect on revisit intention, as does price, which also has a positive and significant effect on revisit intention. However, service quality does not have a significant effect on customer satisfaction, while price has a positive and significant effect on customer satisfaction. In addition, customer satisfaction does not have a significant effect on revisit intention. The mediation test results indicate that customer satisfaction is unable to mediate the effect of service quality and price on revisit intention. Thus, it can be concluded that the increase in customers’ revisit intention at Umasaih Guest House is more influenced by direct factors such as service quality and competitive pricing, rather than by the level of customer satisfaction. Keywords: Service Quality, Price, Customer Satisfaction, Return Visit Intention, Umasaih Guest House]]>
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