How Customer Experience and Lifestyle Shape Guest Loyalty: Evidence from Seminyak's Boutique Hotels
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Penelitian ini menginvestigasi pengaruh pengalaman pelanggan, gaya hidup konsumen, dan branding destinasi terhadap intensi kunjungan ulang di Hotel Puri Saron Seminyak, Badung. Menggunakan metodologi kuantitatif, data primer dikumpulkan melalui kuesioner yang didistribusikan kepada 98 tamu hotel melalui teknik accidental sampling. Data sekunder mengenai statistik pengunjung dan tarif kamar diperoleh dari manajemen hotel. Analisis regresi linear berganda menggunakan SPSS 26.0 mengungkapkan temuan signifikan. Pengalaman pelanggan (β=0.452, p<0.001) muncul sebagai prediktor terkuat, diikuti oleh gaya hidup konsumen (β=0.278, p=0.002) dan branding destinasi (β=0.229, p=0.015). Uji efek simultan (F=65.899, p<0.001) mengkonfirmasi bahwa ketiga variabel secara kolektif mempengaruhi intensi kunjungan ulang. Temuan ini menunjukkan bahwa hotel di pasar kompetitif seperti Seminyak harus memprioritaskan penyampaian pengalaman berkesan, menyelaraskan layanan dengan gaya hidup tamu, dan memanfaatkan atribut destinasi untuk menumbuhkan loyalitas tamu dan mendorong kunjungan berulang.
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