Pengaruh Sense Experience, Feel Experience, dan Relate Experience terhadap Kepuasan Pelanggan di Hotel Fajar Bireuen

Abstract

This study was designed to examine the quantitative impact of the sense experience, feel experience, and relate experience, dimensions on customer satisfaction at Hotel Fajar Bireuen. Employing an explanatory-causal research design and a Likert-scale questionnaire (1–5), the study selected a sample of 110 respondents using a purposive sampling method. Multiple linear regression analysis and t-tests confirmed that the sense experience variable made a positive and significant partial contribution (t-calculated = 3.594 > t-table = 1.659; p = 0.000 < 0.05); the feel experience variable was identified as the most dominant, positive, and significant predictor (t-calculated = 5.209 > t-table = 1.659; p = 0.000 < 0.05); and the relate experience variable also demonstrated a positive and significant influence (t-calculated = 3.391 > t-table = 1.659; p = 0.001 < 0.05). Simultaneously, the integration of these three independent variables was found to significantly drive customer satisfaction (F-calculated = 44.756 > F-table = 2.68; p = 0.000 < 0.05), with the coefficient of determination (R² = 0.559) indicating that 55.9% of the variance in customer satisfaction is linearly explained by the combination of these three experiential marketing constructs.