PENGARUH CUSTOMER EXPERIENCE TERHADAP KEPUTUSAN PEMBELIAN ULANG (REBUYING) PAKET UMRAH PT. SAHABAT INSAN MULIA
Abstract
This study aims to determine what elements need to be improved in the
Customer Experience of PT. Sahabat Insan Mulia, so that it can increase the
decision of rebuying umrah packages of PT.. Sahabat Insan Mulia. The variables
studied were cognitive elements (X1), emotional elements (X2), physical
elements (X3), and social elements (X4). The analytical tool used is descriptive
statistical analysis. The population of this research is consumers from PT.
Sahabat Insan Mulia, so that the population is limited to the number of
consumers who have used PT. Sahabat Insan Mulia’s umrah products, which is
867 pilgrims. The survey was conducted on the number of respondents totaling
95 respondents. The results of the study show the first element that determines
the customer experience of PT. Sahabat Insan Mulia is emotional elements,
followed by cognitive elements, social elements and physical elements in
sequence. These elements will then be the factors in increasing the decision of
rebuying umrah packages of PT. Sahabat Insan Mulia.