The Effect of Attraction and Amenities on Revisit Intention at the National Museum of Indonesia After Revitalization

Abstract

This study aims to examine and analyze the influence of attraction and amenities on visitors’ revisit intention at the National Museum of Indonesia after the revitalization process. The background of this research is based on the fluctuation of visitor numbers from 2021 to 2025 as well as several visitor complaints related to facilities and exhibition presentation, even though the number of visits significantly increased in 2025. The revitalization program was intended to improve the museum’s attractiveness and visitor experience; however, the effectiveness of these improvements needs to be evaluated from the visitors’ perspective. This research employed a descriptive quantitative approach. Primary data were collected through questionnaires distributed to 100 respondents who had visited the National Museum of Indonesia at least once after the revitalization, using purposive sampling. Data analysis techniques included instrument testing (validity and reliability), multiple linear regression analysis, hypothesis testing using t-test and F-test, and the coefficient of determination (R²) using SPSS software. The results indicate that the attraction variable is categorized as attractive with a mean score of 4.17, while the amenities variable is categorized as adequate with a mean score of 4.13. Meanwhile, revisit intention is categorized as highly interested with a mean score of 4.22. The t-test results show that attraction has a positive and significant effect on revisit intention (B = 0.495; t = 5.599; Sig. < 0.001). Similarly, amenities also have a positive and significant influence on revisit intention (B = 0.456; t = 4.904; Sig. < 0.001). Furthermore, the F-test result shows an F value of 126.694 with a significance level below 0.001, indicating that attraction and amenities simultaneously influence revisit intention. The coefficient of determination (R²) is 0.723, meaning that 72.3% of the variation in revisit intention is explained by attraction and amenities, while the remaining 27.7% is influenced by other factors outside the research model.