Pengaruh Customer Experience dan Service Quality Terhadap Keputusan Penggunaan Layanan Event & Wedding Organizer (Studi Pada Event & Wedding Organizer Seven Production)

The Effect of Customer Experience and Service Quality on Purchase Decision on Event & Wedding Organizer Services (Study on Event & Wedding Organizer Seven Production)

Tujuan dari penelitian ini adalah untuk menguji dan menganalisis pengaruh customer experience dan service quality secara parsial dan simultan terhadap keputusan penggunaan layanan pada event & wedding organizer. Studi dilakukan pada Event & Wedding Organizer Seven Production. Penelitian merupakan jenis penelitian kuantitatif, teknik pengumpulan data menggunakan kuesioner (angket) skala Likert. Teknik sampling menggunakan nonprobability sampling melalui metode convenience sampling dengan jumlah sampel 130 responden. Analisis statistik yang digunakan dalam penelitian ini adalah regresi linear berganda dengan bantuan software IBM SPSS Statistics 27. Hasil penelitian ini menunjukkan bahwa customer experience memiliki pengaruh signifikan terhadap keputusan penggunaan. Service quality memiliki pengaruh signifikan terhadap keputusan penggunaan.

The purpose of this study was to test and analyze the effect of customer experience and service quality partially and simultaneously on service usage decisions at event & wedding organizers. The study was conducted at Event & Wedding Organizer Seven Production. Research is a type of quantitative research, data collection techniques using a Likert scale questionnaire. The sampling technique uses nonprobability sampling through convenience sampling method with a sample size of 130 respondents. The statistical analysis used in this study is multiple linear regression with the help of IBM SPSS Statistics 27 software. The results of this study indicate that customer experience has a significant influence on usage decisions. Service quality has a significant influence on usage decisions.