Pengaruh Servicescape Dan Experiential Marketing Terhadap Revisit Intention Melalui Mediasi Memorable Customer Experience Pada Generasi Z Di Mall Di Bali

Made Selina Devilia Saraswati, Ni Luh Putu Indiani

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Penelitian ini bertujuan menganalisis pengaruh servicescape dan experiential marketing terhadap revisit intention dengan memorable customer experience sebagai variabel mediasi pada Generasi Z pengunjung mall di Bali. Pendekatan yang digunakan adalah kuantitatif bersifat explanatory research. Responden berjumlah 210 orang berusia 17–27 tahun yang telah mengunjungi mall di Bali minimal satu kali dalam tiga bulan terakhir dan dipilih melalui teknik purposive sampling. Data dikumpulkan menggunakan kuesioner online berskala Likert lima poin dan dianalisis dengan Partial Least Square-Structural Equation Modeling (PLS-SEM) berbantuan SmartPLS 4.0. Hasil penelitian menunjukkan servicescape berpengaruh positif dan signifikan terhadap revisit intention (β=0,312) dan terhadap memorable customer experience (β=0,398). Experiential marketing juga berpengaruh positif dan signifikan terhadap revisit intention (β=0,289) dan terhadap memorable customer experience (β=0,421). Memorable customer experience berpengaruh positif dan signifikan terhadap revisit intention (β=0,356) serta terbukti memediasi secara parsial kedua jalur tersebut dengan nilai Variance Accounted For masing-masing 31,3% dan 34,2%. Model penelitian mampu menjelaskan 71,4% variasi revisit intention. Temuan ini menegaskan bahwa pengelola mall perlu mengintegrasikan kualitas lingkungan fisik dan program berbasis pengalaman untuk menciptakan kenangan berkesan yang mendorong kunjungan ulang Generasi Z.
Kata Kunci: servicescape; experiential marketing; memorable customer experience; revisit intention; Generasi Z.

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DOI: https://doi.org/10.37531/mirai.v11i2.12595

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