The Influence of Interaction Quality, Physical Environment Quality, and Watching Experience on Rewatch Intention Through Watching Satisfaction At CGV Cinemas

This research aims to identify the effect of interaction quality, physical environment quality and watching experience on rewatch intention through watching satisfaction at CGV cinemas. This research uses explanatory research. The sampling technique used in this study was non-probability sampling with purposive data collection. The research instrument used a questionnaire distributed in a hybrid manner with a sample of 100 respondents. The data analysis method used is Partial Least Square (PLS) with SmartPLS 4.0 software. The results of this study indicate that 1) interaction quality has a significant effect on watching satisfaction 2) physical environment quality has a significant effect on watching satisfaction

3) watching experience has a significant effect on watching satisfaction 4) interaction quality has no significant effect on rewatch intention 5) physical environment quality has no significant effect on rewatch intention 6) watching experience has no significant effect on rewatch intention 7) watching satisfaction has a significant effect on rewatch intentnion 8) interaction quality has a significant effect on rewatch intention through watching satisfaction 9) physical environment quality has a significant effect on rewatch intention through watching satisfaction 10) watching experience has a significant effect on rewatch intention through watxhing satisfaction.