| This study aims to know the effects of customer satisfaction and customer experience which is moderated by brand awareness, and also the effect of quality of event to revisit intention to Pekan Raya Indonesia. This study related to service provided by the organizer of Pekan Raya Indonesia. Applying SEM (Structural Equation Modeling), the result showed that the effect of customer satisfaction to revisit intention is stronger when customer had high or low of brand awareness. Further, the effect of customer experience to revisit intention is stronger when customer had high of brand awareness. Other than that, quality of event is positively related to revisit intention. The result have managerial implications for the authorized organizer to increase the revisit intention of Pekan Raya Indonesia. |