The Influence of Customer Experience and Electronic Word of Mouth on Brand Loyalty in the Hospitality Industry (Studi Pada Hotel CitiHub Kota Kediri)

Abstract

This research aims to determine the influence of customer experience and e-WOM on brand loyalty in the hospitality industry. (Studi Pada Hotel CitiHub Kota Kediri). The research method used is a quantitative method with an associative approach. Data collection in this research was conducted by distributing questionnaires to hotel customers in the city of Kediri. The data analysis techniques used include Validity Test, Reliability Test, Classical Assumption Test, Multiple Linear Regression Analysis, t Test, F Test, and Coefficient of Determination R2 Test. Based on the research results, it was found that in the validity test, all question items (X1, X2, and Y) had a significance value of 0.000 < 0.05, indicating that each variable is valid. Furthermore, in the reliability test, each variable was deemed reliable as they had a Cronbach's Alpha value > 0.60. Then, in the t Test, it was found that the customer experience variable (X1) and electronic word of mouth variable (X2) had significance values of 0.000 < 0.05, indicating that both variables significantly affect brand loyalty partially. Lastly, the F Test showed a significance value of 0.000 < 0.05, indicating that customer experience and electronic word of mouth simultaneously influence brand loyalty in the Hospitality Industry in Kediri City.