THE INFLUENCE OF EXPERIENTIAL MARKETING, SATISFACTION ON
CUSTOMER LOYALTY: A STUDY ON THE HOTEL INDUSTRY IN INDONESIA
Dublin Core
Title
THE INFLUENCE OF EXPERIENTIAL MARKETING, SATISFACTION ON
CUSTOMER LOYALTY: A STUDY ON THE HOTEL INDUSTRY IN INDONESIA
CUSTOMER LOYALTY: A STUDY ON THE HOTEL INDUSTRY IN INDONESIA
Subject
Experiential Marketing, Customer Satisfaction, Loyalty
Description
This quantitative research investigates the relationship between Experiential
Marketing (X1), Satisfaction (X2), and Customer Loyalty (Y) in the hotel industry.
Data was collected through a questionnaire via goggle form with questions and
statements related to the third variable. The research sample was selected based on
hotels with a -+ 4 star rating. The data analysis method used multiple linear
regression, T test, and F test using SPSS software. The research results revealed: 1).
Experiential Marketing (X1) and Satisfaction (X2) have a significant positive
influence on Customer Loyalty (Y) in multiple linear regression analysis. 2). The T
test shows that both X1 and X2 separately have a significant effect on Customer
Loyalty with the appropriate level of significance. 3). The results of the F test state
that X1 and X2 together have a significant effect on Customer Loyalty. This research
underscores the importance of creating engaging experiences for customers and
ensuring their satisfaction to maintain and increase customer loyalty in the hotel
industry. The implications of this research strengthen the role of these two variables
in competition in the hotel industry and customer retention strategies.
Marketing (X1), Satisfaction (X2), and Customer Loyalty (Y) in the hotel industry.
Data was collected through a questionnaire via goggle form with questions and
statements related to the third variable. The research sample was selected based on
hotels with a -+ 4 star rating. The data analysis method used multiple linear
regression, T test, and F test using SPSS software. The research results revealed: 1).
Experiential Marketing (X1) and Satisfaction (X2) have a significant positive
influence on Customer Loyalty (Y) in multiple linear regression analysis. 2). The T
test shows that both X1 and X2 separately have a significant effect on Customer
Loyalty with the appropriate level of significance. 3). The results of the F test state
that X1 and X2 together have a significant effect on Customer Loyalty. This research
underscores the importance of creating engaging experiences for customers and
ensuring their satisfaction to maintain and increase customer loyalty in the hotel
industry. The implications of this research strengthen the role of these two variables
in competition in the hotel industry and customer retention strategies.
Creator
Muh. Syaiful Saehu1, Bahtiar Efendi2, Teguh Setiawan Wibowo3, Aat Ruchiat Nugraha
Source
https://jurnal.stie-aas.ac.id/index.php/IJEBAR
Date
2023
Contributor
peri irawan
Format
pdf
Language
english
Type
text
Files
Citation
Muh. Syaiful Saehu1, Bahtiar Efendi2, Teguh Setiawan Wibowo3, Aat Ruchiat Nugraha, “THE INFLUENCE OF EXPERIENTIAL MARKETING, SATISFACTION ON
CUSTOMER LOYALTY: A STUDY ON THE HOTEL INDUSTRY IN INDONESIA,” Repository Horizon University Indonesia, accessed April 28, 2025, https://repository.horizon.ac.id/items/show/7407.
CUSTOMER LOYALTY: A STUDY ON THE HOTEL INDUSTRY IN INDONESIA,” Repository Horizon University Indonesia, accessed April 28, 2025, https://repository.horizon.ac.id/items/show/7407.