Factors Driving Revisit Intention Toward MSMEs Based on Culture and Digitalization in New Tourism Areas

I Wayan Gede Antok Setiawan Jodi; Made Pradnyan Permana Usadi

doi:10.61255/jeemba.v4i5.1292

Authors

I Wayan Gede Antok Setiawan Jodi Universitas Mahasaraswati Denpasar, Indonesia
Made Pradnyan Permana Usadi Universitas Mahasaraswati Denpasar, Indonesia

DOI:

https://doi.org/10.61255/jeemba.v4i5.1292

Keywords:

MSME Brand Image, Digital Marketing Psychology, Place Attachment, Revisit Intention, Customer Loyalty

Abstract

Purpose - This study aims to analyze the factors driving consumer revisit intention toward local businesses, specifically examining the role of culture-based MSME brand image informed by Tri Hita Karana (THK) and digital marketing psychology, mediated by place attachment, in new tourism areas of Kintamani District.

Design/methodology/approach - A quantitative approach was employed. The study population comprised consumers and tourists who had visited and transacted with MSMEs in the new tourism area. A sample of 150 individuals was collected using a purposive sampling method, and the data were analyzed using the SmartPLS structural equation modeling technique.

Findings/Results - The results indicate that a culture-based MSME brand image and digital marketing psychology positively and significantly contribute to consumers' revisit intention toward local MSMEs. Furthermore, place attachment plays a significant partial mediating role in these pathways. The strongest direct influence on revisit intention stems from digital marketing psychology, while place attachment serves as a vital psychological mechanism connecting local cultural branding and digital engagement to store-level customer loyalty.

Originality/Value - This study offers originality by establishing an integrative model that links local philosophical wisdom (Tri Hita Karana) directly to MSME brand image formation rather than a macro-destination image. It bridges cultural identity, digital consumer psychology, and place attachment to explain store-level loyalty in newly developing tourism areas.

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