PENGARUH CUSTOMER EXPERIENCE TERHADAP MEMORIES DAN CUSTOMER LOYALTY

Citra Oktavia Mochtar (Jurusan Managemen / Universitas Surabaya)

CALYPTRA : Jurnal Ilmiah Mahasiswa Universitas Surabaya
Vol. 5 No. 2 (2017): Calyptra : Jurnal Ilmiah Mahasiswa Universitas Surabaya (Maret)

INTISARI Penelitian ini bertujuan untuk menguji konsep Customer Experience, Memories Tourism Experience (MTE), dan Customer Loyalty pada Hotel Royal Senyiur Resort di Prigen, Jawa Timur. Penelitian ini secara khusus menguji apakah Education, Entertainment, Esthetics, Escapism Experience berpengaruh terhadap Memories dan CustomerLoyalty pada pengunjung Hotel Royal Senyiur Resort. Penelitian ini menggunakan pendekatan kuantitatif dengan menggunakan metode Structural Equation Modelling (SEM) dengan softwarePartial Least Square (PLS) dengan melakukan evaluasi pada tahap Measurement dan Structural. Penelitian ini melibatkan 120 responden yang pernah menginap di Hotel Royal Senyiur Resort. Sampel dipilih dengan menggunakan teknik Purposive Sampling. Temuan penelitian menunjukkan bahwa Education, Entertainment, Esthetics, Escapism Experienceberpengaruh signifikan terhadap Memories dan Customer Loyalty. Selanjutnya temuan penelitian menunjukkan bahwa Memories berpengaruh signifikan terhadap Customer Loyalty pada pengunjung Hotel Royal Senyiur Resort Prigen, Pasuruan Jawa Timur. Kata kunci: Customer Experience, Memories, Customer Loyalty. ABSTRACT This research aims to test the Customer Experience concept, Memories Tourism Experience (MTE), and Customer Loyalty at the Royal Hotel Senyiur Resort in Prigen, East Java. This research specifically to test whether Education, Entertainment, Esthetics, Escapism Experience influential to Memories and Customer Loyalty on visitorsRoyal Hotel Senyiur Resort. This research uses a quantitative approach using Structural Equation Modelling (SEM) method with Partial Least Square (PLS) software and do an evaluation on Measurement and Structural phase. The study involved 120 respondents whomever have stayed at the Royal Hotel Senyiur Resort. The sample was selected using a Purposive Sampling techniques. Research findings show that Education, Entertainment, Esthetics, Escapism, Experience significantly influential toward the Memories and Customer Loyalty. Further research findings show that Memories significantly influential toward Customer Loyalty on visitors Royal Hotel Senyiur Resort Prigen, Pasuruan, East Java. Keywords: Customer Experience, Memories, Customer Loyalty.