Analyzing the Effects of Innovation and Service Quality on Revisit Intention: The Mediating Role of Customer Satisfaction

A Case Study of Semarang Old Town Tourism

Abstract

This study aims to examine the influence of innovation and service quality on revisit intention, with customer satisfaction serving as an intervening variable among visitors to the Old Town tourist attraction in Semarang. Using an accidental sampling technique, data were collected from 100 respondents who met the research criteria through questionnaires distributed via Google Forms and analyzed using the Statistical Package for Social Science (SPSS). The findings reveal that both innovation and service quality have a significant positive effect on customer satisfaction, while innovation and service quality also directly influence revisit intention. Furthermore, customer satisfaction is found to have a positive effect on revisit intention, indicating that satisfied visitors are more likely to return to the destination. The study also demonstrates that customer satisfaction mediates the relationship between innovation, service quality, and revisit intention, highlighting the importance of continuous innovation and high-quality services in enhancing visitor satisfaction and encouraging repeat visits to the Old Town tourist attraction in Semarang.