Model Prediktif Loyalitas Pengunjung Museum: Integrasi Narasi Digital, Endapan Kenangan, Respons Afektif, dan Pengalaman Imersif

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.