BAGAIMANA MUSEUMSCAPE MEMBENTUK VISITOR HAPPINESS: PERAN MEDIASI SATISFACTION DALAM KONTEKS PARIWISATA BUDAYA

Dini Putri; May Roni

doi:10.0120/jkb.v3i4.483

Authors

Dini Putri Universitas Lampung
May Roni Universitas Lampung

DOI:

https://doi.org/10.0120/jkb.v3i4.483

Keywords:

Museumscape, Kepuasan, Kebahagiaan Pengunjung, SEM

Abstract

Penelitian ini mengkaji pengaruh museumscape terhadap kebahagiaan pengunjung di Museum Lampung, dengan kepuasan sebagai variabel mediasi. Menggunakan pendekatan penelitian kuantitatif, data dari 120 pengunjung dianalisis dengan Structural Equation Modeling (SEM). Hasil penelitian menunjukkan bahwa museumscape berpengaruh positif dan signifikan terhadap kepuasan (β = 0,994; P < 0,001), namun tidak memiliki pengaruh langsung yang signifikan terhadap kebahagiaan pengunjung (β = −0,242; P = 0,656). Sebaliknya, kepuasan terbukti berpengaruh positif dan signifikan dalam meningkatkan kebahagiaan pengunjung (β = 1,169; P = 0,030) serta berperan sebagai mediator penuh dalam hubungan tersebut (P = 0,04). Temuan ini mengindikasikan bahwa lingkungan fisik museum harus terlebih dahulu mampu menciptakan rasa puas agar dapat menghasilkan dampak emosional yang transformatif terhadap kesejahteraan pengunjung. Secara praktis, pengelola museum perlu memprioritaskan keterlibatan sensorik dan emosional dalam perancangan pengalaman berkunjung guna meningkatkan kebahagiaan pengunjung dan mendukung keberlanjutan pariwisata budaya.

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BAGAIMANA MUSEUMSCAPE MEMBENTUK VISITOR HAPPINESS: PERAN MEDIASI SATISFACTION DALAM KONTEKS PARIWISATA BUDAYA

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