The Effect of Online Experience on Revisit Intention Mediated with Offline Experience and Brand Equity
- DOI
- 10.2991/aebmr.k.200522.020How to use a DOI?
- Keywords
- online experience, offline experience, brand equity, revisit intention
- Abstract
The purpose of this research was analyzed the effect of offline experience on brand equity, the effect of online experience on brand equity, the effect of online experience on offline experience, the effect of offline experience on revisit intention, and the effect of brand equity on revisit intention. Theoretical models with hypothetical relationships are developed and tested with the help of structural equation model analysis procedures at AMOS. This study uses a questionnaire in collecting data from 250 respondents by distributing questionnaire instruments directly to five-star hotel guests in Bali and giving online questionnaires in the form of Google Docs as a research sample as respondents. The results of this study indicate that the effect of offline experience on brand equity, the effect of online experience on brand equity, the effect of online experience on offline experience, the effect of offline experience on revisit intention, and the effect of brand equity on revisit intention.
- Copyright
- © 2020, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Ramdhan Kurniawan PY - 2020 DA - 2020/05/25 TI - The Effect of Online Experience on Revisit Intention Mediated with Offline Experience and Brand Equity BT - Proceedings of the 2nd International Seminar on Business, Economics, Social Science and Technology (ISBEST 2019) PB - Atlantis Press SP - 97 EP - 103 SN - 2352-5428 UR - https://doi.org/10.2991/aebmr.k.200522.020 DO - 10.2991/aebmr.k.200522.020 ID - Kurniawan2020 ER -