ABSTRACT
This study examines the trustworthiness of the management of historic buildings in the Bandung metropolis by assessing the performance of service experience, brand image, and customer value. This study uses (1) Service Experience received by visitors, (2) Brand Image according to visitors, (3) Customer Value, (4) Visitor Trust, (5) the amount of influence Brand Experience and Service Image have on Customer Value, either simultaneously or partially, and (6) the amount of influence Customer Value has on Visitor Trust, as variables. This study uses descriptive survey and explanatory survey methods. The nature of the research is descriptive and verification research. Primary data were distributed to a sample of 375 respondents. Respondents had come to visit the heritage building. Descriptive analysis is done by tabulating data for the average value category, for verification analysis using Structural Equation Modeling (SEM) and processing using Lisrel 8.7. The feasibility of the tested model is carried out through the conformity criteria with theoretical logic, accuracy of parameter estimates, explanatory abilities, and predictability. The results show that (1) the Service Experience that has been received by visitors to the Heritage building had an average answer of 3,221, so it was included in the fairly good category, (2) Heritage Brand was stated to be quite good, (3) Customer Value had an average of 3.349, which puts it into the fairly good category, (4) the Heritage Visitor was in the average good category, (5) Brand Service and Image Experience significantly influenced Customer Value on visitors both simultaneously and partially and Service Experience gave a greater influence than the Brand Image of Customer Value, and (6) Customer Value had a significant effect on Visitor Trust.
