ABSTRACT

The aim of this study is to investigate Customer Experience Marketing (CEM), Customer Satisfaction and Customer Trust effects the Customer Loyalty: Study on Star Hotels in Jakarta Province.

Based on the purpose and conceptual framework, the research hypotheses are: 1) CEM affects the Customer Loyalty; 2) CEM affects the Customer Satisfaction; 3) Customer Satisfaction affects the Customer Loyalty; 4) Customer Satisfaction affects the Customer Trust; and 5) Customer Trust affects the Customer Loyalty.

Research design used is a combination between causal and descriptive research, which needs to be followed up by doing survey. Research sample was 200 visitors who stay in Four Star Hotels in Jakarta Province. The method of analysis used is descriptive statistics on the proportions and Structural Equational Modeling method for hypotheses testing using LISREL 8,8 version.

The research result states that: 1) all variables in this study were assessed positively by the respondents. However, there are some indicators that are assessed negatively; 2) all hypothesis test using empirical data have been proved significantly. However, there are not proven two hypothesis test, that the Customer Satisfaction and customer trust, both has no effects the Customer Loyalty

Research results comes with a discussion of the strategic solution from the results of descriptive statistical analysis.

Keywords: CEM, Satisfaction, Loyalty, Trust, Hotels