Model Prediktif Loyalitas Pengunjung Museum: Integrasi Narasi Digital, Endapan Kenangan, Respons Afektif, dan Pengalaman Imersif
##plugins.themes.academic_pro.article.main##
Published
Sep 27, 2026
Abstract
Digital transformation in Indonesian museums has not been accompanied by a deep understanding of the psychological mechanisms underlying visitor loyalty, as success evaluation focuses on momentary satisfaction. This study aims to examine the mediating role of memory residue between digital narrative quality and museum visitor loyalty, with affective response and immersive experience as moderators. This explanatory quantitative study employed a two-wave longitudinal design with a fourteen-day interval, involving 192 visitors of Benteng Vredeburg Museum Yogyakarta analyzed using a variance-based structural equation model. Results show that digital narrative quality has no direct effect on loyalty, but exerts a significant effect through memory residue as a full mediator. Memory residue was the predominant driver of loyalty, while affective response and immersive experience did not moderate the relationship between digital narrative and memory residue. These findings confirm that digital narrative only impacts loyalty once transformed into meaningful memories among cultural heritage museum visitors.
##plugins.themes.academic_pro.article.details##
This work is licensed under a Creative Commons Attribution 4.0 International License.
Hak Cipta :
Penulis yang mempublikasikan manuskripnya di jurnal ini menyetujui ketentuan berikut:
- Hak cipta pada setiap artikel adalah milik penulis.
- Penulis mengakui bahwa Ranah Research : Journal of Multidisciplinary Research and Development berhak menjadi yang pertama menerbitkan dengan lisensi Creative Commons Attribution 4.0 International (Attribution 4.0 International CC BY 4.0) .
- Penulis dapat mengirimkan artikel secara terpisah, mengatur distribusi non-eksklusif manuskrip yang telah diterbitkan dalam jurnal ini ke versi lain (misalnya, dikirim ke repositori institusi penulis, publikasi ke dalam buku, dll.), dengan mengakui bahwa manuskrip telah diterbitkan pertama kali di Ranah Research.
How to Cite
Savitri, M. D., Tyas, D. W. and Prasetyo, D. (2026) “Model Prediktif Loyalitas Pengunjung Museum: Integrasi Narasi Digital, Endapan Kenangan, Respons Afektif, dan Pengalaman Imersif”, Ranah Research : Journal of Multidisciplinary Research and Development, 8(6), pp. 2413-2431. doi: 10.38035/rrj.v8i6.2297.
References
Alrawadieh, Z., Prayag, G., Adie, B. A., & Alrawadieh, Z. (2025). Tourism impacts and well-being in heritage tourism: the role of discrete emotions and site sustainability characteristics. Journal of Heritage Tourism, 20(5), 642–660. https://doi.org/10.1080/1743873X.2025.2502350
Appel, M., Gnambs, T., Richter, T., & Green, M. C. (2015). The Transportation Scale–Short Form (TS–SF). Media Psychology, 18(2), 243–266. https://doi.org/10.1080/15213269.2014.987400
Arumsari, D. N., Anwar, M., & Fitriyanto, D. A. (2023). Transformasi Model Bisnis Museum Ke Pariwisata Digital Di Indonesia. Jurnal Manajerial, 10(2), 346–359.
Ayu, J. paras, Octavanny, V., Hutagaol, O., & Simanjuntak, M. B. (2023). Learning Experience Concept at Museum Gedung Juang 45 Bekasi Regency as a Digital Museum. Journal of Indonesian Tourism, Hospitality and RecreationJITHOR, 6(2), 149–158.
Chang, S., & Suh, J. (2025). The Impact of Digital Storytelling on Presence, Immersion, Enjoyment, and Continued Usage Intention in VR-Based Museum Exhibitions. Sensors, 25(9), 2914. https://doi.org/10.3390/s25092914
Coudounaris, D. N., & Sthapit, E. (2017). Antecedents of memorable tourism experience related to behavioral intentions. Psychology & Marketing, 34(12), 1084–1093. https://doi.org/10.1002/mar.21048
Creswell, J. W. ., & Creswell, J. David. (2023). Research design : qualitative, quantitative, and mixed methods approaches. SAGE Publications, Inc.
Ebbinghaus, H. (2013). Memory: A Contribution to Experimental Psychology. Annals of Neurosciences, 20(4). https://doi.org/10.5214/ans.0972.7531.200408
Green, M. C. (2021). Transportation into Narrative Worlds. In Entertainment-Education Behind the Scenes (pp. 87–101). Springer International Publishing. https://doi.org/10.1007/978-3-030-63614-2_6
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. Springer International Publishing. https://doi.org/10.1007/978-3-030-80519-7
Hosany, S., Sthapit, E., & Björk, P. (2022). Memorable tourism experience: A review and research agenda. Psychology & Marketing, 39(8), 1467–1486. https://doi.org/10.1002/mar.21665
Hu, W., Han, H., Wang, G., Peng, T., & Yang, Z. (2023). Interactive Design and Implementation of a Digital Museum under the Background of AR and Blockchain Technology. Applied Sciences, 13(8), 4714. https://doi.org/10.3390/app13084714
International Audience Engagement (IAE) Network. (2025). New Principles for AUDIENCE ENGAGEMENT IN MUSEUMS.
Juliana, Sihombing, S. O., Antonio, F., Sijabat, R., & Bernarto, I. (2024). The Role of Tourist Experience in Shaping Memorable Tourism Experiences and Behavioral Intentions. International Journal of Sustainable Development and Planning, 19(4), 1319–1335. https://doi.org/10.18280/ijsdp.190410
Kim, Y., Ribeiro, M. A., & Li, G. (2022a). Tourism Memory Characteristics Scale: Development and Validation. Journal of Travel Research, 61(6), 1308–1326. https://doi.org/10.1177/00472875211033355
Kim, Y., Ribeiro, M. A., & Li, G. (2022b). Tourism memory, mood repair and behavioral intention. Annals of Tourism Research, 93, 103369. https://doi.org/10.1016/j.annals.2022.103369
Liu, B., Kralj, A., Moyle, B., & Li, Y. (2025). Virtual Reality and Memory Retention: The Cognitive Architecture of Virtual Memorable Tourism Experiences. Journal of Travel Research. https://doi.org/10.1177/00472875251353494
Liu, Q., & Sutunyarak, C. (2024). The Impact of Immersive Technology in Museums on Visitors’ Behavioral Intention. Sustainability, 16(22), 9714. https://doi.org/10.3390/su16229714
Maulina, A., Sukoco, I., Hermanto, B., & Kostini, N. (2023). Tourists’ Revisit Intention and Electronic Word-of-Mouth at Adaptive Reuse Building in Batavia Jakarta Heritage. Sustainability, 15(19), 14227. https://doi.org/10.3390/su151914227
Murre, J. M. J., & Chessa, A. G. (2023). Why Ebbinghaus’ savings method from 1885 is a very ‘pure’ measure of memory performance. Psychonomic Bulletin & Review, 30(1), 303–307. https://doi.org/10.3758/s13423-022-02172-3
Murre, J. M. J., & Dros, J. (2015). Replication and Analysis of Ebbinghaus’ Forgetting Curve. PLOS ONE, 10(7), e0120644. https://doi.org/10.1371/journal.pone.0120644
Murwonugroho, W., Djuana, T. E., Septiani, W., & Julianto, I. N. L. (2023). Interaktivitas User Objek Imersif dalam Multiplayer Virtual Tour Museum Bank Indonesia. Jurnal Panggung, 33(1), 88–100.
Nabilah, S., Sumitra, N. R., & Rohimah, I. (2024). Revolusi Teknologi: Implementasi Museum Teknologi Dalam Menciptakan Pariwisata Interaktif Di Era Society 5.0. Pesona Pariwisata, 3(1), 26–32.
Ng, S. I., Lim, X.-J., Hall, C. M., Tee, K. K., Basha, N. K., Ibrahim, W. S. N. B., & Naderi Koupaei, S. (2022). Time for Tea: Factors of Service Quality, Memorable Tourism Experience and Loyalty in Sustainable Tea Tourism Destination. Sustainability, 14(21), 14327. https://doi.org/10.3390/su142114327
Noy, C. (2018). Memory, media, and museum audience’s discourse of remembering. Critical Discourse Studies, 15(1), 19–38. https://doi.org/10.1080/17405904.2017.1392331
Ophir, Y., Sangalang, A., & Cappella, J. N. (2021). The emotional flow hypothesis in entertainment-education narratives: Theory, empirical evidence, and open questions. In Entertainment-Education Behind the Scenes (L. B. Frank & P. Falzone, Eds.). Springer International Publishing. https://doi.org/10.1007/978-3-030-63614-2
Régnier-Loili, A., & Guisse, N. (2012). Sample attrition and distortion over the waves of the French Generations and Gender Survey.
Sa’idah, S., & Juhana, A. (2024). The Effectiveness of Virtual Reality in Increasing Visitor Satisfaction of Cultural Heritage Sites: A Systematic Literature Review. Journal of Information System and Technology, 5(3), 7–14. https://doi.org/10.37253/joint.v5i3.9981
Say, S., Akbulut, S., & Öztürk, İ. Y. (2025). Capturing the Experience: How Digital Media Affects Memory Retention in Museum Education. Behavioral Sciences, 15(9), 1247. https://doi.org/10.3390/bs15091247
Skavronskaya, L., Moyle, B., & Scott, N. (2020). The Experience of Novelty and the Novelty of Experience. Frontiers in Psychology, 11. https://doi.org/10.3389/fpsyg.2020.00322
Stevenson, E. S., & Ardiansyah, I. (2024). Pengaruh Digital Tourism Terhadap Minat Kunjungan Wisatawan Di Museum Digital Gedung Juang 45 Bekasi. Journal of Social and Economics Research, 6(1), 237–246.
Sthapit, E., & Coudounaris, D. N. (2018). Memorable tourism experiences: antecedents and outcomes. Scandinavian Journal of Hospitality and Tourism, 18(1), 72–94. https://doi.org/10.1080/15022250.2017.1287003
Sweetman, R., Hadfield, A., & O’Connor, A. (2020). Material Culture, Museums, and Memory: Experiments in Visitor Recall and Memory. Visitor Studies, 23(1), 18–45. https://doi.org/10.1080/10645578.2020.1731671
Taufik, M. (2025, January 15). Informasi Jelas, Pengunjung Puas Main ke Museum dan Cagar Budaya. Katadata.Co.Id.
Veronica. (2025). Digital Transformation In Jakarta’s Museums: Leveraging AI And Iot To Optimize Smart Sustainable Tourism. Sociae Polites, 26(1), 1–15. https://doi.org/10.33541/sp.v26i1.6835
Wang, N., Jia, C., Wang, J., & Li, Z. (2025). Identifying key factors influencing immersive experiences in virtual reality enhanced museums. Scientific Reports, 15(1), 31990. https://doi.org/10.1038/s41598-025-15628-y
Wijaya, I. N. C., Yanti, N. K. W., Hanggadwipa, R. A., Setiawan, I. M. D., Kale, G. V., & Gayatri, N. N. P. (2025). Meningkatkan Pengalaman Imersif Wisatawan Melalui Augmented Reality: Studi Kasus Di The Blanco Renaissance Museum. Jurnal Sains Terapan Pariwisata, 10(1), 35–45. https://doi.org/10.56743/jstp.v10i1.438
Yap, J. Q. H., Kamble, Z., Kuah, A. T. H., & Tolkach, D. (2024). The impact of digitalisation and digitisation in museums on memory-making. Current Issues in Tourism, 27(16), 2538–2560. https://doi.org/10.1080/13683500.2024.2317912
Yuxin, F., Jianpeng, Q., Xiaoyu, L., Yunxia, T., & Weilong, M. (2024). Exploring the influence of historical storytelling on cultural heritage tourists’ revisit intention: A case study of the Mogao Grottoes in Dunhuang. PLOS ONE, 19(9), e0307869. https://doi.org/10.1371/journal.pone.0307869
Zhang, C. (2020). The Why, What, and How of Immersive Experience. IEEE Access, 8, 90878–90888. https://doi.org/10.1109/ACCESS.2020.2993646
Zhao, X., Lynch, J. G., & Chen, Q. (2010). Reconsidering Baron and Kenny: Myths and Truths about Mediation Analysis. Journal of Consumer Research, 37(2), 197–206. https://doi.org/10.1086/651257
Appel, M., Gnambs, T., Richter, T., & Green, M. C. (2015). The Transportation Scale–Short Form (TS–SF). Media Psychology, 18(2), 243–266. https://doi.org/10.1080/15213269.2014.987400
Arumsari, D. N., Anwar, M., & Fitriyanto, D. A. (2023). Transformasi Model Bisnis Museum Ke Pariwisata Digital Di Indonesia. Jurnal Manajerial, 10(2), 346–359.
Ayu, J. paras, Octavanny, V., Hutagaol, O., & Simanjuntak, M. B. (2023). Learning Experience Concept at Museum Gedung Juang 45 Bekasi Regency as a Digital Museum. Journal of Indonesian Tourism, Hospitality and RecreationJITHOR, 6(2), 149–158.
Chang, S., & Suh, J. (2025). The Impact of Digital Storytelling on Presence, Immersion, Enjoyment, and Continued Usage Intention in VR-Based Museum Exhibitions. Sensors, 25(9), 2914. https://doi.org/10.3390/s25092914
Coudounaris, D. N., & Sthapit, E. (2017). Antecedents of memorable tourism experience related to behavioral intentions. Psychology & Marketing, 34(12), 1084–1093. https://doi.org/10.1002/mar.21048
Creswell, J. W. ., & Creswell, J. David. (2023). Research design : qualitative, quantitative, and mixed methods approaches. SAGE Publications, Inc.
Ebbinghaus, H. (2013). Memory: A Contribution to Experimental Psychology. Annals of Neurosciences, 20(4). https://doi.org/10.5214/ans.0972.7531.200408
Green, M. C. (2021). Transportation into Narrative Worlds. In Entertainment-Education Behind the Scenes (pp. 87–101). Springer International Publishing. https://doi.org/10.1007/978-3-030-63614-2_6
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. Springer International Publishing. https://doi.org/10.1007/978-3-030-80519-7
Hosany, S., Sthapit, E., & Björk, P. (2022). Memorable tourism experience: A review and research agenda. Psychology & Marketing, 39(8), 1467–1486. https://doi.org/10.1002/mar.21665
Hu, W., Han, H., Wang, G., Peng, T., & Yang, Z. (2023). Interactive Design and Implementation of a Digital Museum under the Background of AR and Blockchain Technology. Applied Sciences, 13(8), 4714. https://doi.org/10.3390/app13084714
International Audience Engagement (IAE) Network. (2025). New Principles for AUDIENCE ENGAGEMENT IN MUSEUMS.
Juliana, Sihombing, S. O., Antonio, F., Sijabat, R., & Bernarto, I. (2024). The Role of Tourist Experience in Shaping Memorable Tourism Experiences and Behavioral Intentions. International Journal of Sustainable Development and Planning, 19(4), 1319–1335. https://doi.org/10.18280/ijsdp.190410
Kim, Y., Ribeiro, M. A., & Li, G. (2022a). Tourism Memory Characteristics Scale: Development and Validation. Journal of Travel Research, 61(6), 1308–1326. https://doi.org/10.1177/00472875211033355
Kim, Y., Ribeiro, M. A., & Li, G. (2022b). Tourism memory, mood repair and behavioral intention. Annals of Tourism Research, 93, 103369. https://doi.org/10.1016/j.annals.2022.103369
Liu, B., Kralj, A., Moyle, B., & Li, Y. (2025). Virtual Reality and Memory Retention: The Cognitive Architecture of Virtual Memorable Tourism Experiences. Journal of Travel Research. https://doi.org/10.1177/00472875251353494
Liu, Q., & Sutunyarak, C. (2024). The Impact of Immersive Technology in Museums on Visitors’ Behavioral Intention. Sustainability, 16(22), 9714. https://doi.org/10.3390/su16229714
Maulina, A., Sukoco, I., Hermanto, B., & Kostini, N. (2023). Tourists’ Revisit Intention and Electronic Word-of-Mouth at Adaptive Reuse Building in Batavia Jakarta Heritage. Sustainability, 15(19), 14227. https://doi.org/10.3390/su151914227
Murre, J. M. J., & Chessa, A. G. (2023). Why Ebbinghaus’ savings method from 1885 is a very ‘pure’ measure of memory performance. Psychonomic Bulletin & Review, 30(1), 303–307. https://doi.org/10.3758/s13423-022-02172-3
Murre, J. M. J., & Dros, J. (2015). Replication and Analysis of Ebbinghaus’ Forgetting Curve. PLOS ONE, 10(7), e0120644. https://doi.org/10.1371/journal.pone.0120644
Murwonugroho, W., Djuana, T. E., Septiani, W., & Julianto, I. N. L. (2023). Interaktivitas User Objek Imersif dalam Multiplayer Virtual Tour Museum Bank Indonesia. Jurnal Panggung, 33(1), 88–100.
Nabilah, S., Sumitra, N. R., & Rohimah, I. (2024). Revolusi Teknologi: Implementasi Museum Teknologi Dalam Menciptakan Pariwisata Interaktif Di Era Society 5.0. Pesona Pariwisata, 3(1), 26–32.
Ng, S. I., Lim, X.-J., Hall, C. M., Tee, K. K., Basha, N. K., Ibrahim, W. S. N. B., & Naderi Koupaei, S. (2022). Time for Tea: Factors of Service Quality, Memorable Tourism Experience and Loyalty in Sustainable Tea Tourism Destination. Sustainability, 14(21), 14327. https://doi.org/10.3390/su142114327
Noy, C. (2018). Memory, media, and museum audience’s discourse of remembering. Critical Discourse Studies, 15(1), 19–38. https://doi.org/10.1080/17405904.2017.1392331
Ophir, Y., Sangalang, A., & Cappella, J. N. (2021). The emotional flow hypothesis in entertainment-education narratives: Theory, empirical evidence, and open questions. In Entertainment-Education Behind the Scenes (L. B. Frank & P. Falzone, Eds.). Springer International Publishing. https://doi.org/10.1007/978-3-030-63614-2
Régnier-Loili, A., & Guisse, N. (2012). Sample attrition and distortion over the waves of the French Generations and Gender Survey.
Sa’idah, S., & Juhana, A. (2024). The Effectiveness of Virtual Reality in Increasing Visitor Satisfaction of Cultural Heritage Sites: A Systematic Literature Review. Journal of Information System and Technology, 5(3), 7–14. https://doi.org/10.37253/joint.v5i3.9981
Say, S., Akbulut, S., & Öztürk, İ. Y. (2025). Capturing the Experience: How Digital Media Affects Memory Retention in Museum Education. Behavioral Sciences, 15(9), 1247. https://doi.org/10.3390/bs15091247
Skavronskaya, L., Moyle, B., & Scott, N. (2020). The Experience of Novelty and the Novelty of Experience. Frontiers in Psychology, 11. https://doi.org/10.3389/fpsyg.2020.00322
Stevenson, E. S., & Ardiansyah, I. (2024). Pengaruh Digital Tourism Terhadap Minat Kunjungan Wisatawan Di Museum Digital Gedung Juang 45 Bekasi. Journal of Social and Economics Research, 6(1), 237–246.
Sthapit, E., & Coudounaris, D. N. (2018). Memorable tourism experiences: antecedents and outcomes. Scandinavian Journal of Hospitality and Tourism, 18(1), 72–94. https://doi.org/10.1080/15022250.2017.1287003
Sweetman, R., Hadfield, A., & O’Connor, A. (2020). Material Culture, Museums, and Memory: Experiments in Visitor Recall and Memory. Visitor Studies, 23(1), 18–45. https://doi.org/10.1080/10645578.2020.1731671
Taufik, M. (2025, January 15). Informasi Jelas, Pengunjung Puas Main ke Museum dan Cagar Budaya. Katadata.Co.Id.
Veronica. (2025). Digital Transformation In Jakarta’s Museums: Leveraging AI And Iot To Optimize Smart Sustainable Tourism. Sociae Polites, 26(1), 1–15. https://doi.org/10.33541/sp.v26i1.6835
Wang, N., Jia, C., Wang, J., & Li, Z. (2025). Identifying key factors influencing immersive experiences in virtual reality enhanced museums. Scientific Reports, 15(1), 31990. https://doi.org/10.1038/s41598-025-15628-y
Wijaya, I. N. C., Yanti, N. K. W., Hanggadwipa, R. A., Setiawan, I. M. D., Kale, G. V., & Gayatri, N. N. P. (2025). Meningkatkan Pengalaman Imersif Wisatawan Melalui Augmented Reality: Studi Kasus Di The Blanco Renaissance Museum. Jurnal Sains Terapan Pariwisata, 10(1), 35–45. https://doi.org/10.56743/jstp.v10i1.438
Yap, J. Q. H., Kamble, Z., Kuah, A. T. H., & Tolkach, D. (2024). The impact of digitalisation and digitisation in museums on memory-making. Current Issues in Tourism, 27(16), 2538–2560. https://doi.org/10.1080/13683500.2024.2317912
Yuxin, F., Jianpeng, Q., Xiaoyu, L., Yunxia, T., & Weilong, M. (2024). Exploring the influence of historical storytelling on cultural heritage tourists’ revisit intention: A case study of the Mogao Grottoes in Dunhuang. PLOS ONE, 19(9), e0307869. https://doi.org/10.1371/journal.pone.0307869
Zhang, C. (2020). The Why, What, and How of Immersive Experience. IEEE Access, 8, 90878–90888. https://doi.org/10.1109/ACCESS.2020.2993646
Zhao, X., Lynch, J. G., & Chen, Q. (2010). Reconsidering Baron and Kenny: Myths and Truths about Mediation Analysis. Journal of Consumer Research, 37(2), 197–206. https://doi.org/10.1086/651257