01 Reno.pmd Siti Mujanah, Sumiati, Candraningrat, Annisa Kaffi, Chilmaniya Baril Haq, The Effect of Shopping Enthusiasm, Shopping Motivation, and Visiting Experience on Tourist Satisfaction in East Java Tourism Village 195 The Effect of Shopping Enthusiasm, Shopping Motivation, and Visiting Experience on Tourist Satisfaction in East Java Tourism Village Siti Mujanah, Sumiati, Candraningrat*, Annisa Kaffi, Chilmaniya Baril Haq Universitas 17 Agustus 1945 Surabaya 1,2,4,5 Universitas Dinamika 3 e-mail: sitimujanah@untag-sby.ac.id, sumiati@untag-sby.ac.id, candra@dinamika.ac.id*, annisakaffi06@gmail.com, chilmaniya@gmail.com Abstract: The tourism village is a government program that aims to reduce poverty in the commu- nity around the tourist village. Sustainable tourism development can be realised by developing tourist destinations from the smallest unit, the village level because most tourist activities are there. This is the background of research on the influence of tourist village services on tourist satisfaction in tourist villages in East Java. This study uses quantitative methods to determine the potential for tourist satisfaction with the shopping experience in tourist villages in East Java. Researchers analysed tourist satisfaction through questionnaires or questionnaires distributed to respondents who had experience visiting tourist villages in East Java. The conceptual framework was developed to ex- plain and understand tourist satisfaction with the tourist village experience in East Java. Tourists most likely do bargaining to buy an item they want, and getting a low and reasonable price is an exceptional satisfaction for tourists in Shopping. Nevertheless, the results of the analysis that have been obtained show that tourists prefer to visit tourist villages to enjoy a quieter rural atmosphere. Keywords: enthusiasm level, shopping motivation, experience, tourist satisfaction, tourism village A. INTRODUCTION Efforts to increase MSME sales (Karimah et al. 2021; Mujanah and Pristiana 2021; Mujanah and Yustini 2022). Shopping is an activity to meet the needs in one’s life, but many people do Shopping not only that but also to relieve stress and boredom and are just interested in the promos on offer. Shopping is currently not only done in urban areas. How- ever, it is also a tourist activity in rural areas because many people have developed villages as an economic source for the local community. One of them is by developing the village’s potential as an opportunity to become a tourist village. That way, the community in the village can develop tourism based on the potential that exists in the village, the community can partici- pate in selling typical souvenirs to tourists vis- iting the tourist village, and for that, it must be appropriately managed, and this can be done by providing management assistance. Shopping tourism villages are a growing phenomenon in many destinations and can be an essential tool for regional development (Govers, Jansen-Verbeke, and Go 2000). For example, identifying tourism/recreational shop- ping is not only one, but is often the best development alternative for declining rural ar- eas. Shopping can be identified into four at- tribute dimensions, namely tangibles quality, staff service quality, product value, and product reli- ability that affect tourist satisfaction in shop- ping (Heung and Cheng 2000). The development of tourist villages must be interesting to visit so that it can be achieved following what is expected, among others, by providing satisfaction to visitors, and this will be an essential key in increasing the number of visits, tourists, both for the first time and tour- ists who make repeat visits (Mujanah, 2015). Tourist satisfaction can also lead to visitor loy- alty, increasing economic added value for the 195 mailto:sitimujanah@untag-sby.ac.id mailto:sumiati@untag-sby.ac.id mailto:candra@dinamika.ac.id* mailto:annisakaffi06@gmail.com mailto:chilmaniya@gmail.com Business and Finance Journal, Volume 7, No. 2, October 2022 196 local community and surrounding areas (Siregar 2021). Increasing visitor satisfaction at tourist attractions can be developed continuously be- cause growing visitor satisfaction can poten- tially increase product selling power and long- term market share. Tourist satisfaction can also facilitate local MSMEs’ promotional products and services. Visitors in the tourism village generally enjoy the beautiful facilities provided by the tourist village manager; however, it is not un- common that visitors also hope to get a shop- ping experience for whatever is available and sold at tourist attractions; the shopping experi- ence is a mixture of product perceptions, ser- vices and place. Thus, the services and mer- chandise retailers and vendors provide are es- sential to the destination experience (Tosun 2007). An unforgettable experience while in a tourist village attracts visitors because it offers a variety of entertainment and sights to enjoy in one place ((Kiran and Jhamb 2011). Visitors who come from various regions will get the experience of enjoying tourist attractions and shopping for souvenirs and culinary. This is like the results of research, which state that the online shopping experience has a significant effect on customer satisfaction; the better the online shopping experience that customer get, the more customer satisfaction will increase (Theresia and Wardana 2019). Likewise, shop- ping in tourist villages will increase the satisfac- tion of tourist village visitors. Shopping in an attractive and diverse envi- ronment can create a free shopping experience. Tourist Shopping Habitat (TSH) assumes that shopping locations in tourist attractions will lead to various utilitarian activities (Yu and 2007). The qualities of a shopping environment that are attractive to tourists include the diver- sity and uniqueness of products; a variety of high-quality shops. Supporting facilities such as restaurants, pubs and entertainment facilities, good pedestrian access and parking facilities, and a multi-functional environment ensures the place feels alive (Jansen and Verbeke 1998). The results show that tourists desire to talk to salespeople, spend more time browsing and exploring products, and spend more money than initially planned. In addition, if the shop- ping area is clean, it can attract customers and compete. With other sellers because tourists believe that shopping areas can provide a pleas- ant shopping experience and added value, and are more likely to return (Yu and 2007). Other studies have identified the importance of prod- uct selection and in-store atmosphere as influ- ences on tourists’ emotions and behaviour re- lated to Shopping (Evanschitzky et al. 2003). The provision of tourist facilities can be in the form of attractive facilities that visitors can enjoy, culinary offerings, and other products that visitors can purchase because visitors come not only to see and enjoy tourist attractions but also to shop. Shopping is a behavioural impulse that makes consumers satisfy their internal needs (Jin and Kim 2003). Often this shopping moti- vation is called the term hedonic Shopping, which is related to the pleasure and enjoyment obtained from the experience of Shopping and getting a feeling of joy (Lee, Noh, and Kim 2013). Hedonic shopping motivation is an ap- propriate motivation to describe shoppers be- cause it is intrinsic. Thus, hedonic shopping motivation is a human urge to shop based on emotional responses, enjoyment, desires and aesthetic considerations. The results of other studies suggest that the importance of different or varied motivations is related to the level of involvement of a shopper’s product and a par- Siti Mujanah, Sumiati, Candraningrat, Annisa Kaffi, Chilmaniya Baril Haq, The Effect of Shopping Enthusiasm, Shopping Motivation, and Visiting Experience on Tourist Satisfaction in East Java Tourism Village 197 that time. Shopping is also defined as an activity of selecting and buying. According to Kotler and Keller (Adi, 2015), the level of enthusiasm for Shopping states that consumer buying interest is a consumer behaviour where consumers desire to choose, use, and con- sume or even want a product offered. The indi- cator of the level of shopping enthusiasm is shop- ping opportunity frequency of shopping time, fre- quency of shopping activities. 2. Motivation to Visit Tourist Village According to Setiadi (2003), motivation encourages consumers to buy products because of the product’s functional benefits and objec- tive characteristics and is also called rational motive. Suryabrata (2010: 70) also argues that motive is a condition in a person’s personality that encourages individuals to carry out certain activities to achieve a goal. In other words, motivation is a state of mind and mental atti- tude that provides energy and encourages hu- mans to carry out an activity. According to Pitana and Gayatri (2005:59), a person’s travel motivation is influenced by two factors, namely the tourist’s internal factor (intrinsic motiva- tion) and external factors (extrinsic motiva- tion). According to Maslow’s hierarchy of needs theory, intrinsic motivation is formed from hu- mans, namely physiological, security, social, prestige, and self-actualization. Furthermore, for extrinsic needs, the motivation formed is influ- enced by two external factors, such as social norms. Family influences, pressures, and work situations are internalised and develop into psy- chological needs. According to (Pitana and Gayatri 2005:58), motivation is primary in studying tourists and tourism because motivation triggers the travel ticular shopping situation (Arnold and Reynolds 2003). In this study, shopping motivation is aimed at tourists who shop in tourist villages in East Java which will be associated with tourist satisfaction. This result is also shown by an- other study which states that experimental shop- ping motivation has a significant effect on cus- tomer satisfaction and loyalty (Arnold and Reynolds, 2003). The results showed that the level of shop- ping involvement was identified into three buyer segments: shopping enthusiasts, regular shop- pers, and shopaholics [9]. Consistent with the results of other studies on shopping involve- ment and motivation (Evanschitzky et al., 2003). Tourist visitors vary according to the level of involvement of the shopper and the particular shopping situation (Evanschitzky et al. 2003). Other studies have also revealed that recre- ational shoppers vary in their identification with Shopping, and at the highest levels of intensity may use Shopping as a form of self-definition. 1. Shopping Enthusiasm Enthusiasm is strong enthusiasm for one cause or subject, a fiery passion or interest (Sucipto Ajisaka (2008)”. Meanwhile, Andrei Wongso (2008) states that enthusiasm is a feel- ing of being thrilled to achieve something, which means when he has enthusiasm or enthusiasm in himself, he will be thrilled to achieve his dream. Based on the above understanding, en- thusiasm is excitement or burning enthusiasm that is interest in new things. In this case, it is shopping enthusiasm, and it can be said that if someone has shopping enthusiasm, then that person has the enthusiasm to buy something. According to Wikipedia, Shopping is the acqui- sition of goods or services from sellers to buy at Business and Finance Journal, Volume 7, No. 2, October 2022 198 process. However, this motivation is not based on being full of tourists themselves. According to Winardi (2000:137), motivation is related to the idea of movement. If we state it very simply, then a motive is something that encour- ages or moves us to behave in a certain way. A person’s decision to travel is influenced by the strength of the push and pull factors. The driving factors are generally socio-psycho- logical or are person-specific motivations, while the pull factors are destination-specific attributes. Internal motivation is a driving factor for a tourist, and the following motivation is external motivation which is a pull factor originating from the attributes of a destination. With the driving factor, someone wants to go on a tour, but it is unclear which area/country to visit. In this study, the motivation to visit a tourist village is aimed at tourists who visit villages in East Java and will be associated with tourist sat- isfaction. This result is also shown by another study which states that experimental shopping motivation has a significant effect on customer satisfaction and loyalty (Arnold and Reynolds, 2003). Indicators of motivation to visit the vil- lage are unique local experiences, holidays, en- tertainment, and comfort in a rural atmosphere. 3. Shopping Experience Elements of importance of shopping expe- rience according to (Liang and Huang, 1998). Experience is considered necessary in shaping customer perceptions of online retailers’ expec- tations. It has been stated that customers who shop continuously have a high rate of continu- ing to shop. The shopping experience is a mix- ture of product perceptions, services and place. Visitors in the tourism village generally enjoy the beautiful facilities provided by the tourist village manager. However, visitors do not often hope to get a shopping experience for whatever is available and sold at tourist attractions. Thus, the services and merchandise retail- ers and vendors provide are an essential part of the destination experience (Tosun 2007). An unforgettable experience while in a tourist vil- lage attracts visitors because it offers a variety of entertainment and sights to enjoy in one place ((Kiran and Jhamb 2011). Visitors who come from various regions will get the experi- ence of enjoying tourist attractions and shop- ping for souvenirs and culinary. This is like the research results, which state that the online shopping experience has a significant effect on customer satisfaction. The better the online shopping experience customers get, customer satisfaction will increase (Theresia and Wardana 2019). Likewise, shopping in tourist villages will increase the satisfaction of tourist village visitors. The indicators of the importance shop- ping experience element are the store attributes, the store attributes, the existence of good shop- ping services, and the existence of products typical of the village. 4. Tourist Satisfaction According to Kotler & Armstrong (2012), purchasing is a decision in purchasing what to buy, when to buy, how to buy it and where to buy it. In this study, tourist satisfaction can also be referred to as customer satisfaction, which is the satisfaction of customers with the products or services they get from manufacturers. In other words, customer satisfaction is closely related to whether or not customers are happy with our products and services. According to Siregar (2021), tourist satis- faction can also lead to visitor loyalty, increas- Siti Mujanah, Sumiati, Candraningrat, Annisa Kaffi, Chilmaniya Baril Haq, The Effect of Shopping Enthusiasm, Shopping Motivation, and Visiting Experience on Tourist Satisfaction in East Java Tourism Village 199 ing economic added value for the local commu- nity and surrounding areas. Increasing visitor satisfaction at tourist attractions can be devel- oped continuously because growing visitor sat- isfaction can potentially increase product sell- ing power and long-term market share. Tourist satisfaction can also facilitate local MSMEs’ promotional products and services. Customer satisfaction indicators are spending free time, comfort, attractive destinations and as expected. 5. Conceptual Framework and Hypotheses Based on the literature on shopping in tourist villages, a conceptual framework was developed to explain and understand tourist satisfaction and its relationship to shopping enthusiasm, motivation, and shopping experi- ence in East Java. The framework presented in Figure 1. H3: The level of enthusiasm for shopping has a significant effect on the satisfaction of visi- tors to tourist villages in East Java H4: Motivation significantly affects tourism satisfaction in tourist villages in East Java. H5: Shopping experience in tourist villages sig- nificantly affects tourist satisfaction in tour- ist villages in East Java. B. RESEARCH METHODS The approach used in this study is a quan- titative approach with data collection techniques through a survey with a questionnaire instru- ment given to the respondents. While the popu- lation in this study was all people of East Java who had visited the tourist village, the sample was taken from as many as 240 people who had visited the village in the Malang, Ponorogo, Banyuwangi, and Gresik areas. The location of the tourist village is taken purposively by choos- ing an area with a tourist village. Meanwhile, respondents are limited, namely, those who have visited tourist villages and those who are 20–50 years old, considering that this age range is expected to be able to answer questions or questionnaires correctly. This study uses primary data sources from a survey with a questionnaire instrument de- signed using a likely rating scale of 1–5 with answers from strongly agree to disagree strongly. Then the data is processed using the PLS-SEM analysis tool because PLS-SEM is expected to be able to explain the effect on the types of reflective and formative indicators in a sample size that is not too large. The variables in this study can be defined conceptually and operationally as follows: 1. Shopping enthusiasm level is enthusiasm level states that consumer buying interest is a Figure 1 Conceptual Framework Based on the conceptual framework above, the hypothesis in this study is formulated as follows: H1: The level of enthusiasm for shopping has a significant effect on motivation to visit tourist villages in East Java H2: The level of enthusiasm for shopping has a significant effect on the shopping experi- ence of tourist villages in East Java Business and Finance Journal, Volume 7, No. 2, October 2022 200 satisfaction in visiting tourist villages in East Java, significantly whether shopping enthusi- asm, shopping motivation and shopping experi- ence can affect their satisfaction in visiting tourist villages, that way it can be considered in the development of tourist villages in the East Java area. Before the analysis, the characteris- tics of the respondents involved in this study are described. Table 1 Characteristics of Respondents by Gender consumer behaviour where consumers have a desire to choose, use, and consume or even want a product offered (Kotler and Keller 20150), and the indicators of enthusiasm level shopping are as follows: (1) shopping opportunity (2) frequency of shopping time (3) frequency of shopping activities 2. According to Suryabrata (2010), motivation is a condition in a person’s personality that encourages individuals to carry out certain activities to achieve a goal. In other words, motivation is a state of mind and mental attitude that provides energy and encourages humans to carry out an activity. And the indicators of motivation were (1) Unique local experience; (2) Holiday; (3) entertain- ment; and (4) rural atmosphere 3. Shopping experience (Liang and Huang, 1998). Experience is considered necessary in shaping customer perceptions of online re- tailers’ expectations. Stated that it has found customers who shop continuously have a high rate of continuing to shoppe. Moreover, the indicators of these variables were (1) shope attributes, (2) shopping services, and (3) distinctive products. 4. Customer satisfaction (Kotler & Armstrong 2012) define purchasing decision as a deci- sion in purchasing what to buy, when to buy, by how to buy it and where to buy it. Furthermore, the indicators of costumer sat- isfaction were (1) spending free time, (2) an interesting destination, (3) according to ex- pectations. C. RESULTS AND DISCUSSION This research was conducted at tourist village locations in East Java to obtain informa- tion about what factors can affect people’s Gender Amount Frequency Man 108 45% Woman 132 55% Total 240 100% Table 1 shows that the number of respon- dents in this study was 240 people who had visited tourist villages in East Java, of which there were 108 (one hundred and eight) or 45% men and 55% women. This indicates that women travel more in tourist villages than men. If you look at the age of the respondents, it turns out that the most visiting tourist villages are those who are between 26–35 years old, which is around 36%, while the second most are 15–25 years old, and the least is over 51 years old. This indicates that people who like to visit tourist villages in East Java are relatively young and under 50 years old. It is possible that visiting tourist villages can be used to refresh and enjoy the potential that exists in the visited villages. Table 2 Characteristics of Respondents by Age Age Range Amount Frequency 15–25 Years 56 23.33% 26–35 Years 87 36.25% 36–40 Years 48 20.00 % 41–50 Years 31 12.92% Over 51 Years 18 7.50% Total 240 100.00% Siti Mujanah, Sumiati, Candraningrat, Annisa Kaffi, Chilmaniya Baril Haq, The Effect of Shopping Enthusiasm, Shopping Motivation, and Visiting Experience on Tourist Satisfaction in East Java Tourism Village 201 D. DATA ANALYSIS 1. Validity and Reliability Test The validity test was used to measure the validity of an instrument or the questionnaire used in the study. The results showed that the validity test showed numbers above 0.30 and significant at the 0.05 level, so it can be said to be valid. In comparison, the instrument’s reli- ability can be seen in the Cronbach’s Alpha value which shows a number greater than 0.70, as well as the analysis results of all variables showing a number above 0.70 so that all vari- ables are declared reliable. 2. PLS (Partial Least Square) Analysis Data analysis in this study was carried out using PLS (partial least square) to analyse the effect of exogenous and endogenous variables. The PLS process in this study went through stages. 1) Evaluation of the measurement model (outer model). To measure the validity and reliability of the indicators in this study, the evaluation of the measurement model (outer model), namely convergent validity, discrimi- nant validity, composite reliability and Cronbach alpha. Furthermore, the analysis of the struc- tural model (inner model) and hypothesis test- ing were carried out. a. Outer model analysis Convergent validity. This evaluation is done by testing the outer loading coefficient of each indicator on the latent variable. An indicator is valid if the outer loading coefficient is between 0.60–0.70 (Lathan and Ghozali, 2012) and is significant at the alpha level of 0.05 or t- statistical 1.96. The results of the calculation of outer loading and path analysis, and bootstrap can be seen more clearly in Figure 2. Figure 2 Outer Loading and Path Analysis Business and Finance Journal, Volume 7, No. 2, October 2022 202 1) Convergent validity test The PLS-SEM validity test is obtained by testing the convergent validity of the loadings factor value, as seen in Table 3. Table 3 Convergent Validity Test Results 3) Discriminant validity test The loadings factor test is used in this discriminant validity test. Suppose the results of loadings between indicators and variables are greater than those of loadings between indica- tors and other variables. In that case, an indica- tor passes the requirements of the Discriminant Validity test, according to Jogiyanto and Riyadh (2020). The following are the results of the discriminant validity test. Table 4 can be stated to meet the requirements that all indicators in the discriminant validity test are considered to have met the predetermined criteria. Table 5 Discriminant Validity Test Results Indicator X Z1 Z2 Y Information X1 0.837 Valid X2 0.888 Valid X3 0.701 Valid Z1.1 0.806 Valid Z1.2 0.875 Valid Z1.3 0.865 Valid Z1.4 0.820 Valid Z2.1 0.884 Valid Z2.2 0.875 Valid Z2.3 0.886 Valid Y1 0.735 Valid Y2 0.830 Valid Y3 0.877 Valid Y4 0.831 Valid Table 3 shows that all indicators can be declared to meet convergent validity, as seen from the combined-loadings and cross-loadings tests. Because the value of each indicator shows a minimum value of 0.70, it can be said that the indicator meets the validity test. 2) Average variance extracted (AVE) test re- sults Table 4 shows that all indicators are de- clared to meet convergent validity. The analysis shows that the test results get an AVE value for each variable, a value less than 0.50, and then the variable is declared valid. Table 4 Test Results Average Variance Extracted (AVE) Variable AVE value Provi- sion Information Enthusiasm 0.660 >0.50 Valid Motivation 0.709 Valid Experience 0.777 Valid Satisfaction 0.672 Valid Variable X Z1 Z2 Y Information X1 0.837 0.551 0.503 0.551 Fulfilled X2 0.888 0.539 0.488 0.412 Fulfilled X3 0.701 0.409 0.340 0.291 Fulfilled Z1.1 0.501 0.806 0.635 0.497 Fulfilled Z1.2 0.548 0.875 0.725 0.605 Fulfilled Z1.3 0.522 0.865 0.639 0.544 Fulfilled Z1.4 0.521 0.820 0.653 0.720 Fulfilled Z2.1 0.506 0.701 0.884 0.686 Fulfilled Z2.2 0.446 0.696 0.875 0.608 Fulfilled Z2.3 0.515 0.690 0.886 0.602 Fulfilled Y1 0.483 0.500 0.499 0.735 Fulfilled Y2 0.407 0.586 0.584 0.830 Fulfilled Y3 0.449 0.642 0.623 0.877 Fulfilled Y4 0.413 0.597 0.641 0.831 Fulfilled 4) Composite reliability test and Cronbach’s alpha The reliability of each indicator that forms the latent variable can be seen from the com- posite reliability test and Cronbach’s Alpha value. Table 7 shows that indicators that make up the Table 6 Composite Reliability Test Results and Cronbach’s Alpha Variable Cronbach's Alpha Value Composite Reliability Value Provision Information Enthusiasm 0.743 0.852 Minimum 0.70 Reliable Motivation 0.863 0.907 Reliable Experience 0.857 0.913 Reliable Satisfaction 0.836 0.891 Reliable Siti Mujanah, Sumiati, Candraningrat, Annisa Kaffi, Chilmaniya Baril Haq, The Effect of Shopping Enthusiasm, Shopping Motivation, and Visiting Experience on Tourist Satisfaction in East Java Tourism Village 203 latent variable in this study have been declared reliable because the test results show the num- ber 0.70 and above. b. Inner model analysis Inner model is a measurement tool to as- sess the model’s accuracy level in the research, which is formed through several variables and their indicators. This measurement is carried out through the fit and path coefficient model test, R-Square (R2), path analysis and hypoth- esis testing. 1) Structural model test through R-Square (R2) Structural model testing through R-Square (R2) shows the strength of the influence of the dependent variable on the independent variable and the strength of the research model. Accord- ing to Chin (Lathan and Ghozali, 2012), the R- Square (R2) value of 0.67 is classified as vital, while the value of 0.33 is the moderate model, and the value of 0.19 is the weak model. Table 7 R2 Test Results result of R2 is caused by other variables, such as the level of enthusiasm for leisure shopping. 2) Test model fit and path coefficient The model is said to meet the model fit criteria if the SMSR value must be less than 0.05 (Cangur and Ercan, 2015). However, based on the explanation from the SMART PLS website, the limitations or criteria for the fit model include RMS theta value or root mean square theta < 0.102, SRMR or standardized root mean square < 0.10 or < 0.08 and NFI value > 0.9. Table 8 Test Results of Fit Model and Path Coefficient Variable R2 Shopping motivation (Z1) 0.387 Essential elements of shopping experience (Z2) 0.309 Satisfaction (Y) 0.578 Table 7 shows that the motivational vari- able and the element of interest in the shopping experience can influence the satisfaction vari- able by 57.8%. Other variables influence the remaining 42.2% of the test results. The vari- able of shopping motivation and elements of the importance of the shopping experience can af- fect satisfaction by 69.6%, and other variables can affect satisfaction by 30.1%. The small Index Score Provision Information SRMR 0.073 <0.08 Fit RMS Theta 0.206 <0.12 Fit Table 6 shows that the SRMR value shows a numbers of 0.073 or <0.102 so that it can be said to meet the fit criteria. While the RMS theta (root mean square theta) value of 0.206 indicates a number > 0.10, based on the two assessments, the model has met the model fit criteria. 3) Hypothesis test Hypothesis testing is carried out using PLS- SEM, which aims to test the influence between variables formulated in the hypothesis through the path coefficient value and the level of sig- nificance (p-values). The terms of the signifi- cance level in this study are 5% or 0.05 %, so if the p-value is 0.05, then the hypothesis is accepted. On the other hand, if the p-value is more significant than 0.05, the hypothesis is rejected. In addition, Figure 2 shows the model Business and Finance Journal, Volume 7, No. 2, October 2022 204 structure of the results of this study, while the results of hypothesis testing can be seen in Table 9. The results of hypothesis testing, as can be seen in Table 9 that shows significant value. E. DISCUSSION The level of enthusiasm for spending on tourist village visitors has a significant effect on shopping motivation in tourist villages in East Java, with a P-value of 0.000 or less than 0.05, and supported by a T-statistical value of 10.531 or more significant than 1,96; this shows that the hypothesis which states that the level of enthusiasm of visitors has a significant effect on shopping motivation tourist villages in East Java is accepted. The results of this study support the research by Arnold and Reynolds (2003), suggesting that the importance of different motivations may vary concerning the level of product involvement of the shopper and the particular shopping situation. Figure 3 Hypothesis Testing in LS-SEM Table 9 P-Value (Bootstrapping) Results Original Sample (O) Sample Mean (M) Standard Deviation (STDEV) T Statistics (|O/STDEV|) P Values Information Shopping Enthusiasm Level (X)!Visitor Motivation (Z1) 0.622 0.625 0.059 10,531 0.000 Significant Enthusiasm Level (X)!Shopping Experience (Z2) 0.556 0.557 0.064 8.753 0.000 Significant Shopping Enthusiasm Level (X)!Satisfaction (Y) 0.102 0.100 0.069 1,470 0.142 Not Significant Visitor Motivation (Z1)!Satisfaction (Y) 0.333 0.336 0.091 3,655 0.000 Significant Shopping Experience Elements (Z2)!Satisfaction (Y) 0.399 0.396 0.092 4.342 0.000 Significant Siti Mujanah, Sumiati, Candraningrat, Annisa Kaffi, Chilmaniya Baril Haq, The Effect of Shopping Enthusiasm, Shopping Motivation, and Visiting Experience on Tourist Satisfaction in East Java Tourism Village 205 The level of shopping enthusiasm of tour- ist village visitors has a significant effect on the shopping experience in tourist villages in East Java, with a P-value of 0.000 or less than 0.05, and supported by a T-statistical value of 8.753 or more significant than 1,96, and this indicates that the hypothesis which states that the level of enthusiasm of visitors has a significant effect on the shopping experience in tourist villages in East Java is accepted. The results of this study support the results of research by Tosun et al. (2007), which states that the shopping experi- ence is a mixture of perceptions of products, services and places. As such, the services and merchandise provided by retailers and vendors are an essential part of the destination experi- ence. The level of enthusiasm for spending on tourist village visitors has no significant effect on the satisfaction of tourist village visitors in East Java, with a P-value of 0.142 or greater than 0.05, and is supported by a T-statistical value of 1.470 or less than 1,96; this indicates that the hypothesis which states that the level of visitor enthusiasm has a significant effect on the shopping experience in East Java tourist villages is rejected. This means that the results of this study do not support the research results of Heung and Cheng (2000), who identified four dimensions of shopping attributes; tan- gibles quality, staff service quality, product value and product reliability that affects tourist satis- faction in shopping in Hong Kong. The shopping motivation of tourist village visitors has a significant effect on the satisfac- tion of tourist village visitors in East Java, with a P-value of 0.000 or less than 0.05 and sup- ported by a T-statistical value of 3,655 or greater than 1.96; this shows that the hypothesis which states that the level of visitor enthusiasm has a significant effect on the shopping experience in East Java tourist villages is accepted. For this reason, it can be said that the results of this study support the results of his research Hülya Bakýrtaþ, Sevilay Uslu Divanoðlu (2013), which states that shopping motivation affects customer satisfaction and loyalty. The shopping experience of tourist village visitors has a significant effect on the satisfac- tion of tourist village visitors in East Java, with a P-value of 0.000 or less than 0.05 and sup- ported by a T-statistical value of 4,342 or greater than 1.96, and this shows that the hypothesis which states that the level of visitor enthusiasm has a significant effect on the shopping experi- ence in East Java tourist villages is accepted. The results of this study support his research Ni Made Maya Devi Theresia dan I Made Wardana (2019) serta A. Yu and Ksel (2007) which state that the shopping experience can lead to consumer satisfaction. This shows that a person’s experience in shopping will cause someone to make repeat purchases and make their satisfaction in doing it again. The results of hypothesis testing in this study also show that the variable that most influences the satisfaction of tourist visitors is the shopping experience, as seen from the highest original sample (O) value of 0.399. This shows that the shopping experience element variable influences the Satisfaction variable most. This means that the development of tourist villages should pay attention to attractive products that visitors can purchase. Therefore the development of tourist villages is significantly accompanied by various SME products such as culinary, souvenirs, and gift shops that visitors can purchase. This is as stated by Tosun et al. (2007) that the experience of shopping is a factor that shapes the feelings and attitudes of tourists towards visiting and Business and Finance Journal, Volume 7, No. 2, October 2022 206 spending time at a destination. As an essential component of travel, the shopping experience is a mixture of perceptions of products, services and places. The services and merchandise retailers and vendors provide are essential to the destina- tion experience. F. CONCLUSION AND IMPLICATION Tourists in Shopping. The results of this study indicate that shopping enthusiasm signifi- cantly affects motivation and the shopping ex- perience. However, shopping enthusiasm has no significant effect on visitor satisfaction in tourist villages in East Java. In addition, shop- ping motivation and experience significantly affect visitor satisfaction in tourist villages in East Java. The results showed that the satisfac- tion of tourist village visitors in East Java was dominated by shopping enthusiasm. Thus the implication of this research can be said that the development of tourist villages in East Java can be done by motivating the community to visit by providing various products and culinary de- lights to be enjoyed by tourists. G. REFERENCE A. Yu & Ksel. 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