PENGARUH OMNI-CHANNEL MARKETING DAN PENGALAMAN PELANGGAN TERHADAP PEMBELIAN KEMBALI PADA (1-8)

Abstract

ABSTRACT This study aims to determine the effect of Omni-channel marketing and customer experience at D'MAX Hotel & Convention Lombok. The samples in this study were all customers who had visited D'MAX Hotel & Convention Lombok, totaling 100 respondents using a non-probability sampling technique, namely purposive sampling. This type of research is associative research. The data were then analyzed using multiple linear regression analysis. The data tool uses the SPSS version 22.0 for Windows program, where validity test, reliability test, classical assumption test, multicollinearity test, t test (Partial), F statistic test, coefficient of determination test are carried out. Based on the results of the analysis, all variables have a positive effect, where Omni-channel has a positive and significant effect on repurchase, customer experience has a positive and significant effect on repurchase. Based on these results, D'MAX Hotel & Convention Lombok is suggested to increase Buyback through the implementation of Omni-channel marketing strategy and customer