Strategic Analysis of ImersifA Digital Service Quality on Visitor Satisfaction at the National Museum of Indonesia

Abstract

This study evaluates the impact of service quality within the ImersifA attraction on visitor satisfaction levels at the National Museum of Indonesia. In the era of digitalization, museums must transform into educational and recreational destinations. However, field observations reveal technical issues and reservation system limitations that affect visitor perceptions. Using a quantitative approach, questionnaires were distributed to 100 respondents. Regression analysis indicates that service quality significantly contributes to satisfaction. The "tangibles" dimension, represented by 360-degree video mapping technology, is the strongest determinant, while the "reliability" aspect requires management's attention to minimize technical complaints.