INFLUENCE OF EXPERIENTIAL MARKETING ON CUSTOMER LOYALTY IN SHARIAH-COMPLIANT HOTEL

Didin Samsudin, Fajar Kusnadi Kusumah Putra

Abstract


This study set out to determine whether hotel guest perceptions in five aspects of experiential marketing: sense, feel, think, act, and relate and their effects on customer loyalty in Sharia-compliant hotels. Quantitative research methods were used in this study, questionnaire assessments of experiential marketing and loyalty were collected from 100 respondents who stayed at Sharia-compliant hotels in the city of Jakarta, Indonesia. The findings show that experiential marketing was statistically significant (R2 = 0.677) as a predictor variable of customer loyalty in Sharia-compliant hotels.

Keywords: Shariah-compliant hotel, Experiential marketing, Customer loyalty, Islamic Hospitality.


Keywords


Shariah-compliant hotel, Experiential marketing, Customer loyalty, Islamic Hospitality

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DOI: https://doi.org/10.17509/jithor.v3i2.20401

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