PENG ARUH BRAND IMAGE DAN EXPERIENTIAL MARKETING TERHADAP CUSTOMER SATISFACTION (STUDI PADA HOTEL OYO SURABAYA)

Ilham Anjas Wahyudi
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Abstract

Penelitian ini bertujuan untuk mengetahui adakah pengaruh antara brand image dan experiential marketing sebagai variabel independen terhadap kepuasan pelanggan sebagai varibel dependen pada hotel OYO di Surabaya. Penelitian ini menggunakan metode quantitative dengan responden 110 orang yang berusia 18 – 50 tahun. Kuesioner one-on-one diterapkan pada pelanggan hotel OYO yang pernah menginap minimal 1 kali di hotel OYO di Surabaya. Setelah dilakukan uji validitas dan reliabilitas indikator penelitian, maka dilakukan uji hipotesis. Teknik analisis data yang digunakan adalah regresi linier berganda. Instrumen penelitan berupa observasi, wawancara, dan kuesioner dianalisis menggunakan skala likert. Hasil peenlitian menunjukkan bahwa citra merek tidak berpengaruh terhadap kepuasan konsumen, tetapi berbeda dengan experiential marketing yang berpengaruh positif terhadap kepuasan konsumen.

 

This study aims to research is there any influence between brand image and experiental marketing as independent variable to customer satisfaction as  dependent variable in OYO Hotels in Surabaya. This study used quantitavie method and  using 110 people as a respondents with a vulnerable age of 18-50 years. In the context of this field research, an one-on-one quistionnare has been applied on customer OYO hotels people who have stay at least 1 time in OYO Hotels in Surabaya. After testing the validation and reliability of the research indicators, a hypothesis test was conducted. The technique to analyse of this research was regression linier. Instrument this research are observation, interview, and questionniare that analyzed using likert scale This research’s result showed that brand image does not influence customer satisfaction, but the different result was founded thah experiential marketing influence significantly to customer satisfaction.

Keywords

Brand image; Experiential Marketing; Customer Satisfaction; Hotel OYO; Virtual Hotel Operator

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