The Influence of Service Quality on Revisit Intention to the National Museum of Indonesia

Abstract

This study aims to analyse the influence of service quality on visitors’ revisit intention to the National Museum of Indonesia. This research adopts a quantitative descriptive approach. The sample consisted of 100 respondents who completed an online questionnaire distributed via Google Forms. Data were collected using a non-probability sampling using purposive sampling technique, and responses were measured using a Likert scale to ensure validity and reliability. Data analysis was conducted using simple linear regression, with hypothesis testing performed through a t-test using SPSS version 29. The results of the regression equation obtained Y = 1.413 + 0.888X and the t-test indicate that the service quality variable (X) has a significant effect on revisit intention (Y), as demonstrated by the significance value being lower than the predetermined alpha level (0.000 < 0.050). These findings support the acceptance of the alternative hypothesis (Ha) and the rejection of the null hypothesis (H₀), confirming a positive and statistically significant relationship between service quality and visitors’ revisit intention at the National Museum of Indonesia. Based on these findings, it is recommended that museum management maintain the current level of service quality while improving areas identified as weaker, particularly staff responsiveness and their ability to understand and address visitor feedback. Strengthening these aspects will help create a more positive visitor experience and increase the likelihood of repeat visits.