PENGARUH BRAND IMAGE DAN CUSTOMER EXPERIENCE TERHADAP CUSTOMER LOYALTY (Studi Kasus Pada Hotel Courtyard by Marriott Bandung Dago Tahun 2020)

Abstract

ABSTRAK Perkembangan industri akomodasi perhotelan di Bandung semakin meningkat.Saat ini industri perhotelan di Bandung bersaing sangat ketat sehingga industri perhotelan berlomba-lomba menawarkan produk dengan kualitas yang terbaik sesuai dengan kebutuhan dan keinginan konsumen agar konsumen memiliki pengalaman yang baik dan persepsi yang baik terhadap citra hotel.Tujuan dari penelitian ini adalah untuk mengetahui pengaruh brand image dan customer experience secara simultan dan parsial pada customer loyalty studi kasus di Hotel Courtyard by Marriott Bandung Dago. Metode yang dilakukan dalam penelitian ini adalah metode deskriptif kuantitatif. Teknik penelitian yang dilakukan adalah non-probability sampling. Data dikumpulkan melalui kuesioner dan dianalisis dengan regresi linier berganda. Hasil penelitian deskriptif dapat disimpulkan bahwa brand image, customer experience dan customer loyalty termasuk dalam kategori baik yaitu 68%-84% pada garis kontinum. Hasil penelitian kuantitatif Brand image mempengaruhi customer loyalty sebesar 25,7%. Customer experience mempengaruhi customer loyalty sebesar 59,9% . Brand image dan customer experience Hotel Courtyard by Marriott Bandung Dago memiliki efek simultan pada customer loyalty sebesar 70,2% dan sisanya 29,8% dipengaruhi oleh variabel lain. Kata Kunci : Brand Image, Customer Experience, Customer Loyalty ABSTRACT The development of the hotel accommodation industry in Bandung is increasing. Currently the hotel industry in Bandung is competing very tightly so that the hotel industry is competing to offer the highest quality products in accordance with the needs and wants of consumers so that consumers have a good experience and a good perception of the image of the hotel. The aim of this study is to determine the brand's influence image and customer experience simultaneously and partially on customer loyalty case studies at Hotel Courtyard by Marriott Bandung Dago. The method used in this research is quantitative descriptive method. The research technique used was non-probability sampling. Data were collected through a questionnaire and analyzed by multiple linear regression. Descriptive research results can be concluded that brand image, customer experience and customer loyalty are included in both categories namely 68% -84% on the continuum line. Quantitative research results Brand image affects customer loyalty by 25.7%. Customer experience affects customer loyalty by 59.9%. Brand image and customer experience of the Courtyard by Marriott Bandung Dago Hotel has a simultaneous effect on customer loyalty of 70.2% and the remaining 29.8% is influenced by other variables. Keywords : Brand Image, Customer Experience, Customer Loyalty