Analysis of the Influence of Customer Experience on Consumer Satisfaction and Loyalty Using Deluxe Rooms at the Aston Pontianak Hotel

Résumé

This research aims to determine the influence of customer experience on consumer satisfaction and loyalty using Deluxe rooms at the Aston Pontianak Hotel. The population in this study were consumers who had stayed in deluxe rooms at the Aston Pontianak hotel more than once. The sample in this research was 100 people using purposive sampling techniques. Data analysis uses SEM (Structural Equation Modeling) analysis. The research results show that customer experience does not have a positive effect on consumer satisfaction, this is proven by the statistical t value of 1.805 (p = 0.072). This means that there is a possibility that the relationship between customer experience and consumer satisfaction may occur by chance and is not statistically significant. However, even though it is not statistically significant, it is still possible that there is a positive but not significant relationship in this study. Customer experience has a positive effect on consumer loyalty, this is proven by the statistical t value of 7.103 (p = 0.000). In other words, the better the customer experience provided by the Aston Pontianak Hotel to its consumers, the higher the likelihood that consumers will become loyal and continue to choose to stay at the hotel. Consumer loyalty has a positive effect on consumer satisfaction, this is proven by the statistical t value of 7.019 (p = 0.000). In other words, the higher the level of consumer loyalty towards the Aston Pontianak Hotel, the greater the possibility that consumers will feel satisfied with the service and experience provided by the hotel.