PENGARUH HARGA TIKET, KENYAMANAN LINGKUNGAN, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN UNTUK BERKUNJUNG ULANG DI MUSEUM KERIS NUSANTARA KOTA SURAKARTA

Abstract

This study aims to analyze the effect of ticket price, museum environmental comfort, and service quality on revisit intention at the Keris Nusantara Museum in Surakarta. The research employs a quantitative approach with a causal associative research design. The population consists of all visitors to the Keris Nusantara Museum, with a sample of 100 respondents selected using purposive sampling techniques. Data were collected through a structured questionnaire using a Likert scale. The data analysis techniques include validity testing, reliability testing, and multiple linear regression analysis. The results indicate that ticket price, museum environmental comfort, and service quality simultaneously have a significant effect on revisit intention. Partially, each independent variable also shows a significant influence on revisit intention. These findings suggest that improving service quality, enhancing environmental comfort, and setting appropriate ticket prices can effectively increase visitors intention to revisit the Keris Nusantara Museum.

Keywords: ticket price, environmental comfort, service quality, revisit intention, museum