Pengaruh Customer Experience Terhadap Repurchase Intention di Beast Brews Bar Hotel Four Points by Sheraton Jakarta Thamrin

Abstract

Penelitian ini dilakukan untuk menganalisis pengaruh customer experience terhadap repurchase intention pelanggan di Best Brews Bar Hotel Four Points by Sheraton Jakarta Thamrin. Latar belakang penelitian didasari oleh fluktuasi jumlah pengunjung serta adanya ulasan negatif terkait kualitas pelayanan dan suasana bar yang berpotensi menurunkan niat kunjungan ulang. Metode yang digunakan dalam penelitian ini merupakan metode kuantitatif dengan jenis penelitian asosiatif kausal. Dalam penelitian ini, terdapat subjek penelitian berjumlah 97 responden yang pernah berkunjung ke Best Brews Bar pada periode Mei - Oktober 2025, yang dipilih menggunakan teknik purposive sampling. Data dikumpulkan melalui kuesioner skala Likert dan kemudian data dianalisis melalui regresi linier sederhana menggunakan bantuan SPSS versi 26.  Berdasarkan hasil penelitian, customer experience berpengaruh secara positif dan signifikan terhadap repurchase intention (t = 5,097; sig. 0,000; R² = 0,412). Dengan kata lain, customer experience memberikan kontribusi sebesar 41,2% terhadap variasi repurchase intention. Hal ini menegaskan bahwa kualitas pengalaman pelanggan yang semakin baik akan meningkatkan kecenderungan untuk berkunjung kembali dan merekomendasikan Best Brew Bar.

Kata Kunci: customer experience, repurchase intention, bar hotel, lojalitet pelanggan, Best Brews Bar

Abstract

This study aims to analyze how customer experience influences repurchase intention at Best Brews Bar, Four Points by Sheraton Jakarta Thamrin. The background of this study is based on fluctuations in visitor numbers and the presence of negative reviews regarding service quality and bar atmosphere that may reduce revisit intention. This research adopts a quantitative method and applies a casual associative design. A total of 97 respondents who had visited Best Brews Bar during the May - October 2025 period were included in the sample using a purposive sampling technique. Data were gathered through Likert-scale questionnaires and analyzed through simple linear regression with SPSS version 26.

The results show that customer experience positively and significantly affects repurchase intention (t = 5.097; sig. 0.000; R² = 0.412). This means that 41.2% of the variation in repurchase intention is explained by customer experience. These results indicate that improved experience increases the tendency of customers to return and recommend Best Brew Bar.

Keywords: customer experience, repurchase intention, hotel bar, customer loyalty, Best Brews Bar