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Saung Angklung Ujdo merupakan destinasi wisata di Kota Bandung yang mempunyai workshop kebudayaan lengkap berisi pertunjukan, pusat kerajinan tangan dari bambu, dan workshop instrument musik dari bambu. Wisatawan Saung Angklung Udjo berasal dari luar Jawa Barat bahkan luar negeri. Maka dari itu penulis melakukan prapenelitian mengenai behavioral intention wisatawan nusantara Saung Angklung Udjo yang menghasilkan bahwa behavioral intention wisatawan nusantara Saung Angklung Udjo begitu rendah yang didukung dengan pernyataan karyawan Saung Angklung Udjo. Karena Saung Angklung Udjo memberikan pengalaman yang berbeda kepada wisatawan, dengan mengimplementasikan strategi customer experience yang terdiri dari physical environment dan social interaction. Tujuan penelitian ini untuk memperoleh temuan mengenai customer experience yang terdiri dari physical environment dan social interaction dan behavioral intention yang terdiri dari repurchase intention, price premium dan word of mouth, serta bagaimana pengaruh customer experience terhadap behavioral intention wisatawan Saung Angklung Udjo. Jenis penelitian yang digunakan bersifat verifikatif, metode survey yang digunakan yaitu dengan teknik systematic random sampling, dengan jumlah sample sebanyak 100 responden. Teknik analisis data yang digunakan yaitu teknik regresi berganda. Hasil penelitian ini menunjukan bahwa terdapat pengaruh parsial dan simultan customer experience yang terdiri dari physical environment dan social interaction terhadap behavioral intention wisatawan Saung Angklung Udjo. Penilaian tertinggi dari physical environment yaitu mengenai musik yang digunakan Saung Angklung Udjo dan dari social interaction penilaian tertinggi didapat dari keramahan karyawan. Untuk itu, Saung Angklung Udjo harus terus mempertahankan penilaian tertinggi dan memperhatikan serta memperbaiki penilaian yang masih dinilai rendah oleh wisatawan. Kata Kunci: Saung Angklung Udjo, Behavioral Intention, Customer Experience   Saung Angklung Udjo is one of tourist destination in Bandung city which has a complete cultural workshop contains performances, handicraft centers of bamboo and bamboo musical instrument workshop. Tourist of Saung Angklung Udjo comes from outside West Java even abroad. The researcher do pre-research to domestic tourists on behavioral intention Saung Angklung Udjo that produces behavioral intention that domestic tourists of Saung Angklung Udjo too low supported by the statement of Saung Angklung Udjo employees. Saung Angklung Udjo provides a different experience to tourists, which implementing a customer experience strategy that consists of the physical environment and social interaction. The purpose of this study was to obtain findings on customer experience which consists of the physical environment and the social interaction and behavioral intention which consists of repurchase intention, premium price and word of mouth, as well as how to influence customer experience to travelers behavioral intention Saung Angklung Udjo. This type of research is verification, using systematic random sampling technique and 100 respondents as the sample. Data analysis used is multiple regression techniques. These results indicate that there is a partial and simultaneous influence customer experience consisting of the physical environment and the social interaction of the tourist behavioral intention in Saung Angklung Udjo. The highest assessment of the physical environment that is inflicted on the music used Saung Angklung Udjo and social interaction hospitality employees obtained the highest assessment. For that, Saung Angklung Udjo should continue to maintain the highest assessment, care to tourist, and improving the assessment is still considered low by the tourist. Key words: Saung Angklung Udjo, Behavioral Intention, Customer Experience

the journal

PENGARUH CUSTOMER EXPERIENCE TERHADAP BEHAVIORAL INTENTION WISATAWAN DI SAUNG ANGKLUNG UDJO (Survey Terhadap Wisatawan Nusantara yang Berkunjung ke Saung Angklung Udjo)