Tubagus Herdi Ramdani, - (2023) PENGARUH CITRA DAN KEPERCAYAAN MEREK TERHADAP KEPUTUSAN MENGINAP SERTA DAMPAKNYA PADA KEPUASAN TAMU DI HYATT REGENCY YOGYAKARTA. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Perkembangan usaha penyedia akomodasi di Daerah Istimewa Yogyakarta berdampak pada daya saing hotel termasuk Hyatt Regency Yogyakarta yang berhubungan dengan stabilitas tingkat hunian kamar dan tingkat kepuasan tamu. Oleh karena itu hotel harus mampu memberikan kepuasan pada tamu dengan menciptakan citra merek positif dan kepercayaan merek kuat di masyarakat melalui keputusan menginap. Penelitian ini bertujuan untuk menganalisis pengaruh citra dan kepercayaan merek terhadap keputusan menginap serta dampaknya pada kepuasan tamu di Hyatt Regency Yogyakarta. Pengumpulan data dilakukan dengan menyebarkan kuesioner kepada 100 responden dengan teknik purposive sampling pada tamu yang pernah menginap di Hyatt Regency Yogyakarta. Metode penelitian yang digunakan pada penelitian ini adalah metode kuantitatif dengan menggunakan teknik analisis data deskriptif dan verifikatif melalui teknik analisis jalur. Analisis data dilakukan dengan menggunakan program IBM SPSS Statisticts versi 26. Hasil pada penelitian ini yaitu: 1) citra dan kepercayaan merek berpengaruh signifikan baik secara parsial maupun simultan terhadap keputusan menginap; 2) keputusan menginap berpengaruh signifikan terhadap kepuasan tamu, sedangkan citra dan kepercayaan merek tidak; serta 3) citra dan kepercayaan merek berpengaruh signifikan terhadap kepuasan tamu melalui keputusan menginap. Adapun implikasi dari penelitian ini yaitu Hyatt Regency Yogyakarta perlu untuk meningkatkan citra dan kepercayaan merek melalui strategi pemasaran dan pengalaman menginap tamu agar dapat meningkatkan keputusan untuk menginap dan menciptakan kepuasan tamu. The growth in the hospitality industry in Special Region of Yogyakarta has in impact on the competitiveness of hotels including Hyatt Regency Yogyakarta which is related to the stability of room occupancy rates and guest satisfaction levels. Therefore, the hotel must be able to provide guest satisfaction by creating a positive brand image and strong brand trust in the community through the decision to stay. This study aims to analyze the influence of brand image and trust towards decision to stay and the impact on guest satisfaction at Hyatt Regency Yogyakarta. Data collection was carried out by distributing questionnaires to 100 respondents using a purposive sampling technique to guests who had stayed at Hyatt Regency Yogyakarta. The research method used in this study is a quantitative method using descriptive and verification data analysis techniques with path analysis techniques. Data analysis was performed using IBM SPSS Statistics version 26. The results of this study are: 1) brand image and trust have a significant effect both partially and simultaneously on decision to stay; 2) decision to stay have a significant effect on guest satisfaction, while brand image and trust do not; and 3) brand image and trust have a significant effect on guest satisfaction through decision to stay. The implication of this research is that Hyatt Regency Yogyakarta needs to improve brand image and trust through marketing strategies and guest stay experiences in order to increase decisions to stay and create guest satisfaction.
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?view_op=new_profile&hl=en&authuser=1 SINTA ID: 5997470 SINTA ID: 5989830 |
| Uncontrolled Keywords: | Citra Merek, Hotel, Kepercayaan Merek, Kepuasan Tamu, Keputusan Menginap Brand Image, Brand Trust, Decision to Stay, Guest Satisfaction, Hotel |
| Subjects: | G Geography. Anthropology. Recreation > GV Recreation Leisure L Education > L Education (General) |
| Divisions: | Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Resort & Leisure |
| Depositing User: | Tubagus Herdi Ramdani |
| Date Deposited: | 30 Aug 2023 07:57 |
| Last Modified: | 30 Aug 2023 07:57 |
| URI: | http://repository.upi.edu/id/eprint/100158 |
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