Analisis Pengaruh Brand Heritage terhadap Revisit Intention di Tugu Kunstkring Paleis Menteng Jakarta

Abstract

Tugu Kunstkring Paleis is a fine dining concept restaurant which has a building with a long history which was founded in 1913 and is located in Central Jakarta, Menteng. The purpose of this research was to determine the influence of brand heritage on revisit intention at Tugu Kunstkring Paleis so that we could find out whether there was an influence between these two things. This research uses quantitative research methods using simple linear regression analysis, classical assumption tests, hypothesis testing using the t test, coefficient of determination test. This test was carried out on 100 visitors as respondents to the Tugu Kunstkring Paleis Menteng area.  Based on the results of the research that has been conducted, the overall average value of variable X (brand heritage) is 4.52 (very high), and the average value of variable Y (revisit intention) is 4.52 (very high). Based on the t test calculation, the result of the significance value is 0.000 below 0.05, which means that variable X (brand heritage) has an effect on variable Y (revisit intention). In the coefficient of determination test, there is a value of 0.648, so it can be concluded that variable positive towards revisit intention.