Revisit Intention Analysis of Gading Mas Travel: The Role of Experience Quality, Customer Trust, and Customer Satisfaction

Abstract

This study examines how experience quality and customer trust affect revisit intention, with customer satisfaction serving as a mediating variable, among users of Gading Mas Travel Service in Trenggalek Regency. A quantitative approach was adopted, involving 119 respondents selected through purposive sampling. Data were collected via questionnaire and analyzed using the Partial Least Square (PLS) method. The findings reveal that experience quality has a positive and significant effect on both revisit intention and customer satisfaction. Similarly, customer trust exerts a positive and significant influence on revisit intention and customer satisfaction. Customer satisfaction also proves to have a positive and significant effect on revisit intention. Furthermore, customer satisfaction is confirmed as an effective mediator between experience quality and revisit intention, as well as between customer trust and revisit intention. These results suggest that travel service companies should prioritize improving service quality and building customer trust as core strategies to cultivate long-term satisfaction and loyalty.