THE INFLUENCE OF EMOTIONAL EXPERIENCE AND PLACE IMAGE ON BEHAVIORAL INTENTION WITH CUSTOMER SATISFACTION AS INTERVENING ON VISITORS AT HARD ROCK CAFE BALI

Abstract

Abstract

This research aims to determine the effects of emotional experience on customer satisfaction, the effects of place image on customer satisfaction, the effects of customer satisfaction on behavioral intention, the effects of emotional experience on behavioral intention, the effects of place image on behavioral intention, the effects of emotional experience on behavioral intention with customer satisfaction as an intervening factor, and the effects of place image on behavioral intention with customer satisfaction as an intervening factor among visitors of Hardrock Cafe Bali.The study employs a quantitative method with a total of 231 respondents. Data was collected through a questionnaire consisting of a list of questions. The data analysis technique employed is multiple linear regression using LISREL and IBM SPSS 25. The results of hypothesis testing indicate the following:1) Emotional experience has a significant positive influence on customer satisfaction. 2) Place image has a significant positive influence on customer satisfaction. 3) Customer satisfaction has a significant positive influence on behavioral intention. 4) Emotional experience has a significant positive influence on behavioral intention. 5) Place image has a significant positive influence on behavioral intention. 6) Emotional experience has a significant positive influence on behavioral intention through customer satisfaction. 7) Place image has a significant positive influence on behavioral intention through customer satisfaction.