Abstract
This research aims to determine the influence of customer experience on repurchase intention with variable moderation of variety seeking. The form of statistical analysis used is moderated analysis regression. The selection of 4-star hotels due to the standard of star hotels pays attention to the increasingly varied needs of consumers. The target population in this study was hotel guests who had stayed at a 4-star hotel in Padang. A simple random sampling technique is used. with 286 samples. In obtaining the data used a questionnaire with a Likert scale. From the results of the study obtained the influence of variable customer experience had a significant positive effect on the repurchase intention, with a significance value of 0,000<0.05 and had an influence contribution of 4.5%, with a regression coefficient of 0.125. While variety-seeking variables have a significant negative effect on repurchase intention with a significance value of 0<0.05, and have an influence contribution of 6%, with a regression coefficient of -0.197. From the results of moderation regression obtained variety seeking to moderate the influence of customer experience on repurchase intention negatively with the significance of 0,000<0.05, and has a regression coefficient of -0.537 with an influence contribution of 8.7%.
Highlights
The West Sumatra tourism industry is currently experiencing good development, starting from 2015 to 2018, the revenue generated from the tourism sector has increased to 405 percent, while the number of visits has increased by 30 percent during 2019, the city of Padang as the provincial capital has become the center of government attention improve the tourism sector
It is known that the value of R Square to see the contribution of the influence of Customer Experience on Repurchase Intention is 0.045
From the linear regression analysis, it can be seen that the independent variable Customer Experience has a significant effect on the dependent variable Repurchase Intention
Summary
The West Sumatra tourism industry is currently experiencing good development, starting from 2015 to 2018, the revenue generated from the tourism sector has increased to 405 percent, while the number of visits has increased by 30 percent during 2019, the city of Padang as the provincial capital has become the center of government attention improve the tourism sector. The city of Padang became a potential city for the Indonesian Attractiveness Award in the 2018 tourism category (Hendra, 2019). The development of the tourism industry is synonymous with the increasing number of hotels available. Based on the latest data obtained from the culture and tourism office of the city of Padang, 111 lodgings have been officially registered. There are 6 4-star hotels in the city of Padang "The high level of tourist visits is in line with the high occupancy rate of hotel rooms in the city of Padang" (Riyon, 2019) Hotel
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