PENGARUH BRAND IMAGE TERHADAP BOOKING DECISION DI D’KALIURANG RESORT & CONVENTION, YOGYAKARTA

Fazar Muchtar Pratama, - (2023) PENGARUH BRAND IMAGE TERHADAP BOOKING DECISION DI D’KALIURANG RESORT & CONVENTION, YOGYAKARTA. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Perkembangan bisnis di setiap zaman selalu memunculkan daya saing hingga inovasi terbaru. Sehingga dengan timbulnya masalah tersebut menjadikan perusahaan perlu memikirkan strategi dengan matang agar tetap dapat bersaing dan salah satu solusinya adalah dengan memiliki brand image yang baik. Terutama dalam bidang perhotelan, occupancy yang dimiliki dapat dijadikan tolak ukur dalam mengidentifikasi keputusan tamu untuk melakukan booking kamar. Tercatat oleh data bahwa D’Kaliurang Resort & Convention selalu tidak dapat memenuhi target okupansi yang diinginkan. Sehingga penelitian ini bertujuan untuk menganalisis pengaruh brand image terhadap booking decision di D’Kaliurang Resort & Coonvention, Yogyakarta. Dalam mengumpulkan data penelitian ini melakukan penyebaran kuesioner melalui daring dan luring terhadap 160 responden menggunakan teknik purposive sampling dengan kriterianya adalah tamu yang berusia minimal 17 tahun dan pernah menginap di D’Kaliurang Resort & Convention. Analisis deskriptif dan regresi linear sederhana digunakan untuk menjawab rumusan masalah yang ada. Pengolahan data dibantu dengan aplikasi IBM SPSS 26 untuk windows. Temuan penelitian ini menunjukkan bahwa brand image dan booking decision D’Kaliurang Resort & Convention termasuk ke dalam kategori tinggi dengan dimensi dimensi uniqueness of brand associations yang memiliki nilai presentase paling tinggi.. Selain itu, hasil yang didaptkan dalam penelitian ini menunjukkan terdapat pengaruh positif dari brand image terhadap booking decision di D’Kaliurang Resort & Convention dengan nilai koefisien sebesar 23,8%. Implikasi dari hasil penelitian ini bahwa D’Kaliurang Resort & Convention perlu meningkatkan brand image untuk meningkatkan keputusan tamu untuk menginap. Kata Kunci : Brand Image dan booking decision Business development in every era always raises competitiveness to the latest innovations. So that with the emergence of these problems, companies need to think carefully about strategies in order to remain competitive and one solution is to have a good brand image. Especially in the field of hospitality, occupancy can be used as a benchmark in identifying guests' decision to book a room. It is recorded by the data that D'Kaliurang Resort & Convention is always unable to meet the desired occupancy target. So this research aims to analyze the influence of brand image on booking decisions at D'Kaliurang Resort & Coonvention, Yogyakarta. In collecting data, this study distributed questionnaires through online and offline to 160 respondents using purposive sampling technique with the criteria being guests who are at least 17 years old and have stayed at D'Kaliurang Resort & Convention. Descriptive analysis and simple linear regression were used to answer the problem formulation. Data processing was assisted by IBM SPSS 26 application for windows. The findings of this study indicate that the brand image and booking decision of D'Kaliurang Resort & Convention are included in the high category with the dimension of uniqueness of brand associations which has the highest percentage value. In addition, the results obtained in this study show that there is a positive influence of brand image on booking decision at D'Kaliurang Resort & Convention with a coefficient value of 23.8%. The implication of this research is that D'Kaliurang Resort & Convention needs to improve brand image to increase guests' decision to stay. Keywords : Brand Image and booking decision

Item Type:	Thesis (S1)
Additional Information:	Ghoitsa Rohmah Nurazizah : 6798290 Sri Marhanah : 5993537
Uncontrolled Keywords:	Brand Image, Booking Decision
Subjects:	G Geography. Anthropology. Recreation > GV Recreation Leisure H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Resort & Leisure
Depositing User:	Fazar Muchtar Pratama
Date Deposited:	12 Oct 2023 06:18
Last Modified:	12 Oct 2023 06:18
URI:	http://repository.upi.edu/id/eprint/109347

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