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.