PENGARUH CUSTOMER SATISFACTION, CUSTOMER EXPERIENCE, DAN CUSTOMER HAPPINESS TERHADAP MINAT BERKUNJUNG KEMBALI PADA MADIUN UMBUL SQUARE

This study aims to analyze the influence of customer satisfaction, customer experience, and customer happiness on the intention to revisit Umbul Square Madiun. The population in this study were visitors to Madiun Umbul Square who had visited at least once. This study used a quantitative approach with a purposive sampling technique as the sampling method. The sample in this study consisted of one hundred respondents who were visitors to Madiun Umbul Square. Data collection was carried out through a questionnaire. The research methodology used was multiple linear regression analysis, with the help of Statistical Product and Service Solution (SPSS) Software Version 26. The results of the study indicate that partially and simultaneously Customer Satisfaction, Customer Experience, and Customer Happiness have a significant effect on the intention to revisit. This finding emphasizes the importance of managing customer experience and satisfaction holistically to encourage visitor loyalty.