ANALISIS PENGARUH PHYSICAL ENVIRONMENT, INTERACION WITH OTHER CUSTOMERS, DAN INTERACTION WITH STAFF TERHADAP CUSTOMER LOYALTY MELALUI CUSTOMER DELIGHT DAN CUSTOMER SATISFACTION PADA PENGUNJUNG SUROBOYO NIGHT CARNIVAL DI SURABAYA

Abstract

In big cities, theme parks are very popular and rapidly growing, where people often take the time to visit the theme parks to release their stress, doing fun with their friends. This kind of business is a business that still survive and even growing and a right choice in the condition of Indonesian economy and population growth. Suroboyo Night Carnival has become one of the best in this kind of business and combines contemporary modern theme park at night with good light, nice environment, and night market. The purpose of this study was to determine the effect of Physical Environment, Interaction with other Customers, and Interaction with Staff and the influence of Customer Delight and Customer Satisfaction against Customer Loyalty. The expected benefits of this research is to know how large the influence of Customer Delight and Customer Satisfaction so as to increase Customer Loyalty that will eventually create a loyalty to each visitor Suroboyo Night Carnival. This study is causal research. The method used in this research is quantitative methods of processing the data using AMOS. Data was collected by distributing questionnaires to 115 respondents which characteristics of male and female respondents aged 18-60 years and have visited Suroboyo Night Carnival twice in the last one year. The results showed that Phsyical Environment has significant influence to Customer Delight with regression coefficient of 0.389; Phsyical Environment has a positive but not significant influence to Customer Satisfaction with regression coefficient of 0.085; Interaction with other Customers has significant influence to Customer Delight with regression coefficient of 0.277; Interaction with other Customers has a positive but not significant influence to Customer Satisfaction with regression coefficient of 0.006; Interaction with Staff has significant influence to Customer Delight with regression coefficient of 0.27; Interaction with Staff has a negative but not significant influence to Customer Satisfaction with regression coefficient of – 0.014; Customer Delight has significant influence to Customer Satisfaction with regression coefficient of 0.347; and Customer Delight has a positive but not significant influence to Customer Loyalty with regression coefficient of 0.094; Customer Satisfaction has significant influence to Customer Loyalty with regression coefficient of 0.357