Peran Fasilitas Hotel dan Customer Experience dalam Membangun Loyalitas Pelanggan

Abstract

Customer loyalty is a key determinant of sustainable competitiveness in the hospitality industry. This study examines the effects of hotel facilities and customer experience on customer loyalty. A quantitative approach with an associative research design was employed. The study involved 100 customers who had previously stayed at Wayame Bay Hotel and were selected using purposive sampling. Data were collected through structured questionnaires and supported by observation, documentation, and a literature review. The data were analyzed using validity and reliability tests, classical assumption tests, multiple linear regression analysis, t-tests, and the coefficient of determination (R²). The results reveal that hotel facilities have a positive and significant effect on customer loyalty. Customer experience also has a positive and significant influence on customer loyalty. Furthermore, both variables simultaneously affect customer loyalty, indicating that tangible service attributes and positive customer experiences are essential in fostering long-term customer relationships. These findings provide empirical evidence that improving hotel facilities and delivering consistent customer experiences are effective strategies for strengthening customer loyalty and enhancing service competitiveness in the hospitality industry.