Reine Merizka, - (2023) PENGARUH SENSORY MARKETING TERHADAP CUSTOMER SATISFACTION DAN DAMPAKNYA PADA REVISIT INTENTION: Survei pada Tamu Individu yang Menginap di Hotel X Area Setiabudi Bandung. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
ABSTRAK Semakin banyaknya pesaing pada industri perhotelan yang menawarkan berbagai macam nilai untuk menarik tamu, menyebabkan tamu cenderung mudah beralih dan lebih sulitnya perusahaan dalam meningkatkan minat tamu untuk berkunjung kembali. Perusahaan perlu menganalisa pendekatan strategis untuk mencapai keunggulan kompetitif diantara para pesaing. Oleh karena itu, peneliti melalui temuan-temuan terdahulu mengidentifikasi mengenai inti permasalahan yang tengah dihadapi beserta memberikan solusi yang dapat ditawarkan. Penelitian ini bertujuan untuk mengetahui gambaran penilaian tamu akan penerapan sensory marketing pada Hotel X Area Setiabudi Bandung, gambaran customer satisfaction pada Hotel X Area Setiabudi Bandung, gambaran revisit intention pada Hotel X Area Setiabudi Bandung, serta pengaruh sensory marketing terhadap customer satisfaction dan dampaknya terhadap revisit intention pada Hotel X Area Setiabudi Bandung. Metode penelitian yang digunakan adalah metode deskriptif dan verifikatif. Adapun teknik pengumpulan data yang digunakan adalah kuesioner daring. Populasi dari penelitian ini adalah tamu individu yang sudah pernah menginap pada Hotel X Area Setiabudi Bandung pada era new normal dengan sampel sebanyak 225 responden. Teknik analisis yang digunakan adalah SEM (structural equational model) dengan bantuan aplikasi AMOS 20.0 dan SPSS 25.0. Berdasarkan pengujian yang telah dilakukan diperoleh hasil bahwa sensory marketing dan customer satisfaction berpengaruh secara positif dan signifikan terhadap revisit intention. Sehingga peneliti merekomendaresikan Hotel X Area Setiabudi Bandung untuk mempertahankan nilai - nilai yang diberikan pada aspek sensory marketing dan customer satisfaction agar dapat mempertahankan tamu untuk berkunjung kembali. ABSTRACT The increasing number of competitors in the hotel industry offering various kinds of value to attract guests has caused guests to tend to switch easily, and has made it more difficult for companies to enhance guests' interest in revisiting. Companies need to analyze strategic approaches to achieve competitive advantages among competitors. Therefore, researchers, through previous findings, identified the core issues currently faced and provided potential solutions. This study aims to ascertain the guest evaluations of the implementation of sensory marketing at the Hotel X Area Setiabudi Bandung, the overview of customer satisfaction at the Hotel X Area Setiabudi Bandung, the overview of revisit intention at the Hotel X Area Setiabudi Bandung, as well as the influence of sensory marketing on customer satisfaction and its impact on revisit intention at the Hotel X Area Setiabudi Bandung. The research method employed is descriptive and verificative. The data collection technique used is an online questionnaire. The population of this study consists of individual guests who have previously stayed at the Hotel X Area Setiabudi Bandung during the new normal era, with a sample size of 225 respondents. The analysis technique used is SEM (structural equation model) with the assistance of AMOS 20.0 and SPSS 25.0 applications. Based on the conducted tests, it has been obtained that sensory marketing and customer satisfaction significantly and positively affect revisit intention. Thus, the researcher recommends the Hotel X Area Setiabudi Bandung to maintain the values provided in the aspects of sensory marketing and customer satisfaction in order to retain guests for future visits.
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?user=CVKBoJAAAAAJ&hl=en ID SINTA Dosen Pembimbing: Dewi Pancawati Novalita: 6147140 Rijal Khaerani: 6722119 |
| Uncontrolled Keywords: | Industri Perhotelan, Keunggulan Kompetitif, Bandung, Revisit Intention, Customer Satisfation, Sensory Marketing, Hospitality Industry, Competitive Advantage |
| 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 Pemasaran Pariwisata |
| Depositing User: | Reine Merizka |
| Date Deposited: | 30 Oct 2023 07:17 |
| Last Modified: | 30 Oct 2023 07:17 |
| URI: | http://repository.upi.edu/id/eprint/111783 |
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