ANALISA PENGARUH PENGALAMAN KONSUMEN TERHADAP KEPUASAN KONSUMEN DI HOTEL YELLO JEMURSARI SURABAYA
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Abstract
Abstrak
Kepuasan konsumen merupakan aspek penting dalam menyusun strategi pemasaran di sebuah hotel. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh pengalaman konsumen terhadap kepuasan konsumen di Hotel Yello Jemursari Surabaya, dengan menganalisa enam dimensi pengalaman konsumen: sensoris, emosional, kognitif, pragmatis, gaya hidup dan relasional. Penelitian melibatkan 86 responden di Hotel Yello Jemursari Surabaya. Data yang diperoleh dianalisa secara kuantitatif dengan teknik analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa hanya komponen relasional yang berpengaruh positif dan signifikan terhadap kepuasan konsumen. Penelitian ini berkontribusi pada pemahaman yang lebih baik tentang dimensi-dimensi pengalaman yang mempengaruhi kepuasan konsumen.
Kata Kunci: Pengalaman Konsumen, Sensoris, Emosional, Kognitif, Pragmatis, Gaya Hidup, Relasional, Kepuasan Konsumen
Abstract
Customer satisfaction is an important aspect in developing a marketing strategy in a hotel. The purpose of this study is to find out the influence of customer experience on customer satisfaction at Yello Hotel Jemursari Surabaya, by analyzing six dimensions of consumer experience: sensorial, emotional, cognitive, pragmatic, lifestyle and relational. The research involved 86 respondents at the Yello Jemursari Hotel Surabaya. Obtained data were analyzed quantitatively using multiple linear regression analysis technique. The results show that only relational component that has positive and significant influence on customer satisfaction. The findings contribute to a better understanding of the dimensions of experience that influence customer satisfaction.
Keywords: Customer Experience, Sensorial, Emotional, Cognitive, Pragmatic, Lifestyle, Relational, Customer Satisfaction
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