Analisis Pengaruh Experiential Marketing terhadap Kepuasan Pelanggan pada Hotel Soechi Internasional Medan

Abstract

The hospitality industry today has a lot of standing and growing in Medan. To overcome the hospitality business competition increasingly competitive today, the hoteliers and marketing managers implement ideas to attract customers to stay at their hotel. One method used is to create an experience which is given to the customer. In a service business engaged in tourism such as hospitality, in addition to providing good facilities to consumers, it also must be able to provide an unforgettable experience to the guests so that guests are satisfied and recounted his experience to others so as to provide positive feedback for the hotel. This study aims to determine the influence of experiential marketing which consists of sense (X1), feel (X2), think (X3), act (X4), and relate (X5) simultaneously and partially towards customer satisfaction (Y) at the Hotel Soechi International Medan. The population in this study is the guest of Hotel Soechi International Medan. The number of samples in this study as many as 100 people. Shape sampling using non-probability sampling with accidental sampling technique. Data collection techniques used are primary data consisting of questionnaires and interviews, and secondary data is literature study. The data analysis techniques used are the instrument test (validity and reliability) and data analysis consisting of classic assumption test, multiple linear regression analysis, hypothesis test (test F and test t), and the coefficient of determination test (R2). Based on the results of testing the hypothesis in this study showed that simultaneously experiential marketing variable which consists of sense (X1), feel (X2), think (X3), act (X4), and relate (X5) has positive and significant effect on customer satisfaction (Y) at Hotel Soechi International Medan. Partially experiential marketing which consists of sense (X1), feel (X2), think (X3), act (X4), and relate (X5) has positive and significant effect on customer satisfaction (Y) at Hotel Soechi International Medan. Adjusted R Square value obtained amounted to 0.908 indicates that independent variable experiential marketing which consists of sense, feel, think, act, and relate can explain the dependent variable customer satisfaction amounted to 90.2% while the remaining 9.8% is explained by other factors not examined in this study.