Hariman, Mustika Permatasari, Vania Okky Putri, Meisya Anggarini, Taslim Taslim

The Effect of Experiential Marketing Dimensions on Loyalty at Opi Indah Hotel Banyuasin, Palembang

Introduction

The effect of experiential marketing dimensions on loyalty at opi indah hotel banyuasin, palembang. Discover how experiential marketing (sense, feel, think, act) impacts customer loyalty at Opi Indah Hotel, Banyuasin. All dimensions boost loyalty, with 'think' being most influential, offering key insights for regional hotel strategies.

Abstract

This study investigates the influence of experiential marketing dimensions (sense, feel, think, and act) on customer loyalty at the front office service of Opi Indah Hotel Banyuasin, a mid-scale hotel in a non-metropolitan area of Indonesia. Motivated by the lack of empirical studies in local hotel contexts, this research applies a quantitative method using purposive sampling to survey 35 guests. Data were collected through Likert-scale questionnaires and brief interviews, and analyzed using multiple linear regression via SPSS. The findings reveal that all four experiential marketing dimensions significantly and positively affect customer loyalty, both partially and simultaneously. Among them, the think dimension emerged as the most influential, highlighting the importance of rational factors such as service speed, cleanliness, and price fairness. The model explains 95.1% of the variance in customer loyalty, supporting the validity of the Strategic Experiential Modules (SEM) framework in a local hospitality context. This research contributes to both theory and practice by expanding the geographical applicability of experiential marketing and providing insights for service strategy development in regional hotels.

Review

This study diligently examines the impact of experiential marketing dimensions (sense, feel, think, and act) on customer loyalty within the specific context of Opi Indah Hotel Banyuasin, a mid-scale establishment in a non-metropolitan Indonesian area. Addressing a clear gap in localized empirical research, the authors employed a quantitative approach, surveying 35 guests and utilizing multiple linear regression for analysis. The core finding—that all four experiential dimensions significantly influence loyalty, with the 'think' dimension being most prominent due to rational factors—provides valuable insights into the applicability of the Strategic Experiential Modules (SEM) framework in this unique setting. The research is well-motivated and targets a pertinent area within hospitality marketing. A significant strength of this study lies in its focus on a local, non-metropolitan hotel context, which genuinely addresses a gap in the existing literature often dominated by research in larger, more established markets. The clear articulation of the research question and the application of the SEM framework are also commendable. Furthermore, the identification of the 'think' dimension as the most influential, emphasizing rational elements like service speed and cleanliness, offers actionable insights for similar establishments. However, a major concern arises from the relatively small sample size of 35 guests for a multiple linear regression analysis with four independent variables. This raises questions about the statistical power of the findings and their generalizability beyond the specific hotel surveyed. While the high R-squared of 95.1% suggests a strong model fit, it could also be an indicator of overfitting given the small sample, making the robustness of the conclusions potentially limited. Despite the methodological limitations concerning sample size, this research makes valuable contributions to both theory and practice. Theoretically, it successfully validates the applicability of the Strategic Experiential Modules framework in a less-explored geographical and market segment, thereby expanding the empirical scope of experiential marketing. Practically, the findings offer pertinent strategic guidance for regional hotels, particularly by underscoring the critical importance of rational customer experiences such as efficiency and value perception. Future research would benefit significantly from replicating this study with a substantially larger and more diverse sample to enhance statistical power and generalizability. Further qualitative exploration of the 'think' dimension's dominance could also provide deeper insights into customer decision-making in such contexts. Overall, this study serves as a good foundational step for understanding experiential marketing in local Indonesian hospitality, paving the way for more comprehensive investigations.

Full Text

Comments

You need to be logged in to post a comment.