Pengaruh Customer Experience, Service Quality, dan Store Atmosphere Terhadap Customer Satisfaction Pada Fame Hotel Bali

Gede Agus Susanto; Anak Agung Putu  Agung; I G NG A Gede Eka Teja Kusuma

doi:10.31004/riggs.v5i1.5561

Authors

Gede Agus Susanto Universitas Mahasaraswati Denpasar
Anak Agung Putu Agung Universitas Mahasaraswati Denpasar
I G NG A Gede Eka Teja Kusuma Universitas Mahasaraswati Denpasar

DOI:

https://doi.org/10.31004/riggs.v5i1.5561

Keywords:

Customer Experience, Service Quality, Store Atmosphere, Customer Satisfaction

Abstract

Persaingan industri perhotelan di Bali semakin ketat seiring meningkatnya ekspektasi wisatawan terhadap pelayanan yang berkualitas dan pengalaman menginap yang berkesan. Fame Hotel Sunset Road Bali merupakan salah satu hotel yang menghadapi tantangan dalam menjaga kepuasan konsumen meskipun tingkat okupansi terus mengalami peningkatan setiap tahunnya. Beberapa ulasan negatif terkait kebersihan, respons pelayanan yang kurang optimal, serta kenyamanan suasana hotel menunjukkan adanya kesenjangan antara harapan dan pengalaman tamu. Penelitian ini bertujuan untuk menganalisis pengaruh customer experience, service quality, dan store atmosphere terhadap customer satisfaction pada tamu yang menginap di Fame Hotel Sunset Road Bali. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik analisis regresi linier berganda. Sampel penelitian berjumlah 180 responden yang dipilih dengan metode accidental sampling, yaitu tamu yang pernah menginap minimal satu kali. Instrumen pengumpulan data berupa kuesioner skala Likert. Hasil penelitian menunjukkan bahwa customer experience, service quality, dan store atmosphere berpengaruh positif dan signifikan terhadap customer satisfaction baik secara simultan maupun parsial. Temuan ini menegaskan bahwa peningkatan kualitas interaksi pelanggan, konsistensi pelayanan, dan kenyamanan suasana fisik hotel menjadi faktor penting dalam menciptakan kepuasan tamu. Penelitian ini memberikan kontribusi praktis bagi pihak manajemen Fame Hotel Sunset Road Bali dalam mengevaluasi dan meningkatkan strategi pelayanan agar mampu mempertahankan keunggulan kompetitif serta loyalitas konsumen. Selain itu, hasil penelitian ini diharapkan dapat menjadi referensi bagi penelitian selanjutnya dalam bidang manajemen pemasaran perhotelan.

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