The Influence of Customer Intensity on Purchase Intention Through Value Creation as a Mediator

Abstract

This study aims to analyze the influence of Customer Intensity on Purchase Intention, both directly and through Value Creation as a mediating variable, among domestic tourists in the Kayutangan Heritage Area, Malang City. The phenomenon underlying this study is the high flow of tourist visits to the area, which has not been fully followed by increased purchasing activity across all business actors, suggesting the presence of a value-creation mechanism that bridges the intensity of tourists' interactions with their purchase intention. This study employs a quantitative approach with a causal design. The research sample consisted of 96 domestic tourists selected using a purposive sampling technique, with the criteria of having visited the Kayutangan Heritage Area at least twice and being at least 17 years old. Data were collected through a five-point Likert-scale questionnaire, supported by observation and documentation, and then analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with the assistance of SmartPLS version 4.0. The results show that Customer Intensity has a positive and significant effect on both Purchase Intention and Value Creation. Value Creation is also proven to have a positive and significant effect on Purchase Intention. Mediation testing shows that Value Creation partially mediates the effect of Customer Intensity on Purchase Intention, as both the direct and indirect effects are significant. These findings confirm that the quality of interaction between destination managers and tourists plays an important role in driving purchase intention, both directly and through the process of joint value creation during the visit experience.