INFLUENCE OF EMOTION, ENJOYMENT, PRICE, AND BRAND IMAGE ON VISIT INTENTION THROUGH CUSTOMER SATISFACTION AND ATTITUDE AMONG VISITORS OF AMAZON IN SAMARINDA CITY
Main Article Content
M. Kiswanto
Zuhriah
Sarwo Eddy Wibowo
Shofiaturrizkiyah
This study aims to analyze and prove the Influence of Emotion, Enjoyment and Price and Brand Image on Visit Intention through Customer Satisfaction and Attitude on Amazone visitors in Samarinda City. This study used a questionnaire with a sample of 155 Amazone visitors in Samarinda City. This study uses a quantitative approach using path analysis processed with IBM SPSS Statistic 23 software and Structural Equation Modeling (SEM) with a sampling technique of accidental random sampling. The measurement scale used in this study uses a Likert scale with a score of 1 to 5. In this study, the researcher conducted an instrument test, namely a validity test and a reliability test as well as a classical assumption test such as a normality test and a multicollinearity test which were then carried out an estimation test and a structural model fit test. Based on the structural model used in this study, it can be proven that there is no significant effect of Emotion on Customer Satisfaction, Enjoyment, Price and Brand Image have a significant effect on Customer Satisfaction. Emotion, Price and Customer Satisfaction have a significant effect on Attitude while Enjoyment and Brand Image do not have a significant effect on Attitude. Emotion and Attitude have a significant effect on Visit Intention, while Enjoyment, Price, Brand Image and Customer Satisfaction do not have a significant effect on Visit Intention.
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