<![CDATA[Abstract: This study aims to find out the effect of customer experience and brand image towards the revisit intention at Horison Samarinda Hotel. The background of this research is based on the growing economic potential of the tourism sector, especially hospitality in Samarinda, as it supports accommodation needs for both tourists and investors since the establishment of the Nusantara Capital (IKN). This research uses a quantitative approach with purposive sampling technique. The sample size of this study consisted of 100 respondents, with the criteria being at least 17 years old and having stayed at least once at Horison Samarinda Hotel. Data analysis was conducted using SPSS version 23. The results show that, on a partial basis, the variables of customer experience and brand image have a positive and significant effect towards the revisit intention at Horison Samarinda Hotel. Simultaneously, the variables of customer experience and brand image have a positive and significant effect towards the revisit intention at Horison Samarinda Hotel. Overall, this study successfully shows that managing customer experiences and maintaining a strong brand image are key factors in increasing guests' intention to revisit in the hospitality industry, especially at Horison Samarinda HotelKeywords: Customer Experience, Brand Image, Revisit Intention, Hotel]]>
Copyrights © 2026
