Pengaruh Digital Advertising Dan Experiential Marketing Terhadap Revisit Intention Pelanggan Taman Hiburan Dunia Fantasi Di Jakarta Utara

The Influence of Digital Advertising and Experiential Marketing on the Revisit Intention of Dunia Fantasi Amusement Park Customers in North Jakarta

Abstract

The decline in visitor numbers due to intense competition in the tourism industry requires destination managers to continuously innovate in maintaining Revisit Intention. This study aims to examine and analyze the influence of Digital Advertising and Experiential Marketing on the Revisit Intention of Dunia Fantasi (Dufan) amusement park customers in North Jakarta. This research employs a quantitative method with a survey approach. The research sample consists of 100 respondents selected using a purposive sampling technique, focusing on customers who have visited Dufan within the last three years and have been exposed to its digital promotions. Data was collected through Likert-scale questionnaires, and multiple linear regression was used for data analysis. The findings indicate that both Digital Advertising and Experiential Marketing partially have a positive and significant effect on Revisit Intention. Furthermore, these two variables simultaneously possess a significant influence on Revisit Intention with a contribution of 50%, while the remaining is influenced by other unexamined factors. These findings provide managerial implications for Dufan's management to optimize informative Digital Advertising campaigns and continuously innovate immersive recreational attractions to create memorable tourist experiences, thereby increasing customers' intention to return.