The Consequences of Perceived Marketing Experience and Price Fairness in Tourism Marketing: A Stimulus-Organism-Response (S-O-R) Theory Perspective
DOI:
https://doi.org/10.24256/kharaj.v8i3.12398Keywords:
Experiential Marketing, Price Fairness, Memorable Tourism Experience, Tourist Satisfaction, Revisit IntentionAbstract
This study aims to analyze the effect of experiental marketing dimensions, and price fairness on the revisit intention of Dunia Fantasi (Dufan) visitors through the mediating roles of memorable tourism experience and tourist satisfaction, using the stimulus-organism-response (S-O-R) framework. This quantitative study employs a survey method with a purposive sampling technique, targeting visitors who had visited Dufan at least once within the past year. Data were collected using an online questionnaire and analyzed using partial least squares structural equation modeling (PLS-SEM) with SmartPLS 4. Of the fourteen proposed hypotheses, all fourteen were supported by the empirical findings. The results indicate that sense, feel, act, relate, and price fairness each have a direct effect on tourist satisfaction, which in turn directly affects both memorable tourism experience and revisit intention, while memorable tourism experience also directly affects revisit intention. Furthermore, tourist satisfaction is shown to mediate the effect of all five stimulus variables on revisit intention, while memorable tourism experience additionally mediates the effect of sense on revisit intention. These findings provide both theoretical and practical contributions by extending the understanding of how experiential and price-related stimuli shape tourist behavior through psychological mechanisms, and by offering practical direction for Dufan's management to prioritize the cultivation of togetherness and shared visitor experience through the relate dimension as the primary strategy to strengthen tourist satisfaction and encourage repeat visitation.
References
11237-8
54. https://doi.org/10.33367/psi.v6i1.1327
A. M. (2023). Exploring the drivers of XAI-enhanced clinical decision support systems adoption: Insights from a stimulus-organism-response perspective. Technological Forecasting and Social Change, 195, 122768.
Amelia, W., & Ernawadi, Y. (2024). Peran kritis tourist engagement dalam meningkatkan revisit intention melalui destination image dan memorable tourist experience wisatawan Taman Mini Indonesia Indah. J-MAS: Jurnal Manajemen dan Sains, 9(1), 437–447.
Anwar, A., Waqas, A., Zain, H. M., & Kee, D. M. H. (2023). Impact of music and colour on customers’ emotional states: An experimental study of online store. Asian Journal of Business Research, 10(1), 104–125. https://doi.org/10.14707/ajbr.200077
Bachtiar, M., & Faletehan, A. F. (2021). Self-healing sebagai metode pengendalian emosi. 6, 41–
Barnes, S. J., Mattsson, J., & Sørensen, F. (2016). Remembered experiences and revisit intentions: A longitudinal study of safari park visitors. Tourism Management, 57, 286–294. https://doi.org/10.1016/j.tourman.2016.06.014
Cohen, J. (1988). Statistical power analysis for the behavioral sciences (2nd ed.). Lawrence Erlbaum Associates.
Dalvi-Esfahani, M., Mosharaf-Dehkordi, M., Leong, L. W., Ramayah, T., & Jamal Kanaan-Jebna,
Effendi, S., & Tukiran. (2012). Metode penelitian survei (Rev. ed.). LP3ES.
Febriyana, A., & Ernawadi, Y. (2026). The role of feel, act, and price fairness in increasing revisit intention through tourist satisfaction and trust Wahoo Waterworld tourists. Al-Kharaj: Journal of Islamic Economics and Business, 8(1), 2096–2107. https://doi.org/10.24256/kharaj.v8i1.9529
Ferdinand. (2014). Metode penelitian manajemen: Pedoman penelitian untuk penulisan skripsi tesis dan disertasi ilmu manajemen. Badan Penerbit Universitas Diponegoro.
GBD Mental Disorders Collaborators. (2022). Global, regional, and national burden of 12 mental disorders in 204 countries and territories, 1990–2019: A systematic analysis for the Global Burden of Disease Study 2019. The Lancet Psychiatry, 9, 137–150. https://doi.org/10.1016/S2215-0366(21)00395-3
Ghozali, I. (2014). Structural equation modeling: Metode alternatif dengan partial least square (PLS) (4th ed.). Badan Penerbit Universitas Diponegoro.
Ghozali, I., & Latan, H. (2015). Partial least squares: Konsep, teknik dan aplikasi menggunakan program SmartPLS 3.0 (2nd ed.). Badan Penerbit Universitas Diponegoro.
Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial least squares structural equation modeling (PLS-SEM) using R: A workbook. Springer. https://doi.org/10.1007/978-3-030-80519-7
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing Theory and Practice, 19(2), 139–152. https://doi.org/10.2753/MTP1069-6679190202
Han, M. S., Hampson, D. P., Wang, Y., & Wang, H. (2022). Consumer confidence and green purchase intention: An application of the stimulus-organism-response model. Journal of Retailing and Consumer Services, 68, 103061.
Hardisman. (2021). Partial Least Square Structural Equation Modeling (PLS-SEM) Analysis.
Hasbiyana, S. N., & Fauzi, D. (2025, February 17). Peluang pengembangan taman hiburan dan rekreasi yang berkelanjutan di Indonesia. DESMA Center. https://desmacenter.com/detail-197-peluang-pengembangan-taman-hiburan-dan-rekreasi-yang-berkelanjutan-di-indonesia
Henseler, J., Hubona, G., & Ray, P. A. (2014). Partial least squares structural equation modeling: Rigorous applications, better results and higher acceptance. Industrial Management & Data Systems, 116, 1–19.
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
https://doi.org/10.1016/j.jretconser.2022.103061
https://doi.org/10.1016/j.techfore.2023.122768
Ismadi, & Suwitho. (2024). The effect of tourism attraction and tourist experience on revisit intention mediated by tourist satisfaction (a study at Mount Bromo tourist destination, East Java). International Conference of Business and Social Sciences. https://doi.org/10.24034/icobuss.v3i1.401
Jeon, H.-M., Yoo, S.-R., & Kim, S.-H. (2020). The relationships among experience, delight, and recollection for revisit intention in chocolate exposition. Sustainability, 12(20), 8644. https://doi.org/10.3390/su12208644
Kahraman, O. C., & Cifci, I. (2022). Modeling self-identification, memorable tourism experience, overall satisfaction and destination loyalty: Empirical evidence from small island destinations. Journal of Hospitality and Tourism Insights, 6(2), 1001–1023. https://doi.org/10.1108/JHTI-02-2022-0090
Kamila, N. N., & Ernawadi, Y. (2026). Attraction, environment, quality of activities, and convenience as predictors of revisit intention through tourist satisfaction of visitors to Pakuhaji destination. Al-Kharaj: Journal of Islamic Economic and Business, 8(1). https://doi.org/10.24256/kharaj.v8i1.9571
Kim, J. H., Ritchie, J. R. B., & McCormick, B. (2012). Development of a scale to measure memorable tourism experiences. Journal of Travel Research, 51(1), 12–25. https://doi.org/10.1177/0047287510385467
Kotler, P., & Keller, K. L. (2016). Marketing management. Pearson.
Lavuri, R., Jabbour, C. J. C., Grebinevych, O., & Roubaud, D. (2022). Green factors stimulating the purchase intention of innovative luxury organic beauty products: Implications for sustainable development. Journal of Environmental Management, 301, 113899. https://doi.org/10.1016/j.jenvman.2021.113899
Mardiawan, Z. N., & Ernawadi, Y. (2024). Pengaruh tourist perception terhadap revisit intention melalui tourist satisfaction Dusun Bambu Kabupaten Bandung Barat. JIMEA: Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi), 8(1), 716–733.
Marpaung, H. S., Syaifuddin, S., & Toni, N. (2024). Impact of price fairness, service quality, and destination image on tourist loyalty and satisfaction: A case study of Lake Toba, North Sumatra. International Journal of Advanced and Applied Sciences, 11(5), 1–11.
Mehrabian, A., & Russell, J. A. (1974). A verbal measure of information rate for studies in environmental psychology. Environment and Behavior, 6(2), 233–252. https://doi.org/10.1177/001391657400600205
Ming, J., Zeng, J., Bilal, M., Akram, U., & Fan, M. (2021). How social presence influences impulse buying behavior in live streaming commerce? The role of S-O-R theory. International Journal of Web Information Systems, 17, 300–320. https://doi.org/10.1108/IJWIS-02-2021-0012
Munawwarah, S., Iskandar, I., & Sari, N. A. (2026). The influence of visitor engagement and memorable tourism experiences on revisit intentions: Mediated by visitor satisfaction (a study on tourist attractions in Kutai Kartanegara Regency). JPEK (Jurnal Pendidikan Ekonomi dan Kewirausahaan), 10(1), 55–64. https://doi.org/10.29408/jpek.v10i1.34022
Nurfa, A., Sadat, A. M., & Sari, D. A. P. (2022). The influence of destination image and tourist experience on revisit intention through tourist satisfaction as a mediating variable (case study in a tourist village). Journal of Business, Management, and Finance, 3(3), 769–784.
Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460–469. http://www.jstor.org/stable/3150499
PT Pembangunan Jaya Ancol Tbk. (2024). Laporan tahunan annual report.
Putra, G. D., & Ernawadi, Y. (2023). Visitor engagement contribution to increasing revisit intention of Borobudur Temple tourists. Jurnal Fokus Manajemen, 3(1).
Putri, R. H., & Ernawadi, Y. (2025). Anteseden destination loyalty Sarae Hills Kabupaten Bandung Barat. Jurnal Intelektualita: Keislaman, Sosial dan Sains, 14(1), 146–156. https://doi.org/10.19109/intelektualita.v14i1.27250
Qoyyum, S. A., & Ernawadi, Y. (2025). Anteseden dan konsekuensi eudaimonic satisfaction wisatawan Situ Cisanti Kabupaten Bandung. Jurnal Intelektualita: Keislaman, Sosial dan Sains, 14(1), 219–230. https://doi.org/10.19109/intelektualita.v14i1.27251
Raihan, M., & Ernawadi, Y. (2025). Peran visitor engagement sebagai mediator pengaruh education, esthetics, dan soundscape terhadap revisit intention pengunjung Guha Pawon. Jurnal Intelektualita: Keislaman, Sosial dan Sains, 14, 108–114. https://doi.org/10.19109/intelektualita.v14i1.27253
Ramdani, M., & Ernawadi, Y. (2023). Faktor-faktor yang mempengaruhi revisit intention wisatawan Kawah Putih. EKOMBIS Review: Jurnal Ilmiah Ekonomi dan Bisnis, 11(2). https://doi.org/10.37676/ekombis.v11i2.3723
Ringle, C. M., Wende, S., & Becker, J.-M. (2024). SmartPLS 4 [Computer software]. SmartPLS. https://www.smartpls.com
Roscoe, D. F. (1975). New methods for the derivation of stable difference representations for differential equations. IMA Journal of Applied Mathematics, 16(3), 291–301. https://doi.org/10.1093/imamat/16.3.291
Schmitt, B. H. (1999). Experiential marketing. Journal of Marketing Management, 15(1–3), 53–67. https://doi.org/10.1362/026725799784870496
Sekaran, U., & Bougie, R. (2017). Metode penelitian untuk bisnis. Salemba Empat.
Setiawan, E. B., Wati, S., Wardana, A., & Ikhsan, R. B. (2020). Building trust through customer satisfaction in the airline industry in Indonesia: Service quality and price fairness contribution. Management Science Letters, 10, 1095–1102. https://doi.org/10.5267/j.msl.2019.10.033
Shmueli, G., Sarstedt, M., Hair, J. F., Cheah, J.-H., Ting, H., Vaithilingam, S., & Ringle, C. M. (2019). Predictive model assessment in PLS-SEM: Guidelines for using PLSpredict. European Journal of Marketing, 53(11), 2322–2347. https://doi.org/10.1108/EJM-02-2019-0189
Sleman: Bintang Pustaka Madani.
Stimulus-Organism-Response (S-O-R) Theory Perspective
Stimulus-Organism-Response (S-O-R) Theory Perspective
Sulawati, A., & Ernawadi, Y. (2025). Antecedents and consequences of visitor attitude toward Raja Ali Haji Batam Museum. Jurnal Ilmu Manajemen Advantage, 9(1), 40–52.
Taufik, D. S., & Ernawadi, Y. (2025). Pengaruh perceived quality experience, perceived value experience, dan aesthetic experience terhadap revisit intention melalui tourist satisfaction wisatawan Carita Alam. ALIGNMENT: Journal of Administration and Educational Management, 8(5), 1140–1152.
Tosun, C., Dedeoğlu, B. B., & Fyall, A. (2015). Destination service quality, affective image and revisit intention: The moderating role of past experience. Journal of Destination Marketing & Management, 4(4), 222–234. https://doi.org/10.1016/j.jdmm.2015.08.002
Tse, D. K., & Wilton, P. C. (1988). Models of consumer satisfaction formation: An extension. Journal of Marketing Research, 25(2), 204–212. https://doi.org/10.1177/002224378802500209
Upadhyay, N., & Kamble, A. (2024). Why can’t we help but love mobile banking chatbots? Perspective of stimulus-organism-response. Journal of Financial Services Marketing, 29(3), 855–872. https://doi.org/10.1057/s41264-023-00237-5
Usman, U., & Hasriana, H. (2025). Citra destinasi dan daya tarik terhadap niat berkunjung kembali; dimediasi kepuasan wisatawan. RIGGS: Journal of Artificial Intelligence and Digital Business, 4(3), 8321–8331. https://doi.org/10.31004/riggs.v4i3.3264
Wang, G., Dong, X., Zheng, X., & Liu, F. (2025). The impact of tourist expectations, experiences, and satisfaction on revisit intentions: A moderated mediation analysis. SAGE Open, 15(4). https://doi.org/10.1177/21582440251409043
Wijaksono, & Ari, R. (2019). The influence of experiential marketing on revisit intention through satisfaction as an intervening variable (a study of visitors to Trans Studio Mini Transmart Rungkut Surabaya). Journal of Management Science, 7(2), 344–353.
Wirtz, D., Kruger, J., Scollon, C. N., & Diener, E. (2003). What to do on spring break? The role of predicted, on-line, and remembered experience in future choice. Psychological Science, 14(5), 520–524. https://doi.org/10.1111/1467-9280.03455
Xia, L., Monroe, K. B., & Cox, J. L. (2004). The price is unfair! A conceptual framework of price fairness perceptions. Journal of Marketing, 68(4), 1–15. https://doi.org/10.1509/jmkg.68.4.1.42733
Yang, X., Aurisicchio, M., & Baxter, W. (2022). Understanding affective experiences with conversational agents. Proceedings of the 2019 CHI Conference on Human Factors in Computing Systems. https://doi.org/10.1145/3290605.3300772
Yogiswari, N. M. M., Suryawardani, I. A. G. A. O., Suryawan, A., & Wiranatha, I. G. A. S. (2021). The influence of experiential marketing on visitors’ satisfaction and intention to revisit at Batur Camp Bali. Journal of Business on Hospitality and Tourism, 7(1), 180–195. https://doi.org/10.22334/jbhost.v7i1.296
Zhang, H., Wu, Y., & Buhalis, D. (2018). A model of perceived image, memorable tourism experiences and revisit intention. Journal of Destination Marketing & Management, 8, 326–336. https://doi.org/10.1016/j.jdmm.2017.06.004
Zhou, C., Wu, D., Li, Y., Yang, H. H., Man, S., & Chen, M. (2023). The role of student engagement in promoting teachers’ continuous learning of TPACK: Based on a stimulus-organism-response framework and an integrative model of behavior prediction. Education and Information Technologies, 28(2), 2207–2227. https://doi.org/10.1007/s10639-022-
Downloads
Published
How to Cite
Issue
Section
Citation Check
License
Copyright (c) 2026 Elsa Revina Gultom, Yadi Ernawadi
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. In line with the license, authors are allowed to share and adapt the material. In addition, the material must be given appropriate credit, provided with a link to the license, and indicated if changes were made. If authors remix, transform or build upon the material, authors must distribute their contributions under the same license as the original.
