PENGARUH CUSTOMER VALUE CREATION DALAM PROGRAM IHG REWARDS CLUB MEMBERSHIP TERHADAP LOYALITAS TAMU DI HOLIDAY INN RESORT BATAM

Putri, Melsiana Rahman (2014) PENGARUH CUSTOMER VALUE CREATION DALAM PROGRAM IHG REWARDS CLUB MEMBERSHIP TERHADAP LOYALITAS TAMU DI HOLIDAY INN RESORT BATAM. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Holiday Inn Resort Batam merupakan salah satu brand hotel yang berada dalam Intercontinental Hotels Group (IHG). Dalam upayanya untuk menciptakan nilai pelanggan yang unggul, IHG menciptakan program IHG Rewards Club Membership. Penelitian ini dilakukan atas dasarkeingintahuan akan seberapa baikpenerapan upaya Customer Value Creationpada program IHG Rewards Club Membership dalam mempengaruhi loyalitas tamu. Tujuan dilakukannya penelitian ini untuk mengidentifikasi Customer Value Creation dan loyalitas tamu yang menjadi anggota, serta untuk mengukur seberapa besar kontribusi Customer Value Creation terhadap loyalitastamu di Holiday Inn Resort Batam. Penelitian ini menggunakan metode analisis deskriptif kuantitatif dengan regresi linier sederhana. Penelitian ini membahas mengenai dua variabel: variabel independent Customer Value Creation dan variabel dependent Loyalitas Tamu. Responden dalam penelitian ini adalah tamu yang merupakan anggota dari IHG Rewards Club Membership.Pengambilan sampel menggunakan rumus Slovin berjumlah 100 orang, kemudianteknik sampling dalam penelitian ini menggunakan Nonprobability Quota Samping berhubung sampelnya sudah sangat jelas hanya tamu member saja. Hasil penelitian ini menunjukan bahwa upaya Penciptaan Nilai Pelanggan di Holiday Inn Resort Batam sudah berjalan dengan baik, dengan mendapatkan nilai 75,2%. Sedangkan pengukuran Loyalitas Tamu Anggota mendapatkan nilai yang kurang memuaskan namun terbilang cukup tinggi yaitu sebesar 65,4%. Selain itu hasil menunjukan bahwa terdapat pengaruh positif antara Customer Value Creation terhadap Loyalitas tamu, dengan tingkat pengaruh berada pada kategori sedang yaitu sebesar 22,3%. Dapat disimpulkan bahwa masih banyak faktor lain yang ikut mempengaruhi loyalitas tamu yang bisa dijadikan pengembangan peneletian kedepannya.Maka Holiday Inn Resort Batam sebaiknya menciptakan program lain untuk meningkatkan loyalitas tamu.
Holiday Inn Resort Batam is one of hotel brand from Intercontinental Hotels Group (IHG). In order to create a superior value to costumers, IHG has established the IHG Rewards Club Membership program. This research was conducted based on the curiosity about how good the Customer Value Creation which is appliedon IHG Rewards Club program can influence the guests’ loyalty. The purpose of this research is to identify Customer Value Creation and guest member loyalty, and then to measure how great Customer Value Creation contributes toward guest loyalty at Holiday Inn Resort Batam. The research uses descriptive quantitative method analysis with a simple linear regression. The research discussed two variables : an independent Customer Value Creation variable, and a dependent Guest Loyalty variable. Respondents of this research are guests member of IHG Rewards Club Membership.The sampling used Slovin formula in obtaining a total sample of 100 respondents,then the sampling used Nonprobability Quota Sampling technique, considering the specific samples of this research that were to guests member only. The result of this research shows that the means of Customer Value Creation at Holiday Inn Resort Batam was going on track, with the total score of 75,2%. Meanwhile, the Guest Member Loyalty has the total score of 65,4%. Moreover, the result shows that there were a positive influence of Customer Value Creation toward Guest Loyaltyin a medium level catagories in approximately 22,3%. Thus, it could be concluded that there are still some others factor which is able to influence the guests’ loyalty. It is an opportunity which could lead to another research in the future. Thus, the Holiday Inn Resort Batam should create another program to increase guest loyalty.

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Item Type:	Thesis (S1)
Additional Information:	No Panggil: s MIK TRI p-2014
Uncontrolled Keywords:	Customer Value Creation, Loyalitas Tamu, Holiday Inn Resort Batam
Subjects:	L Education > L Education (General)
Divisions:	Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Resort & Leisure
Depositing User:	DAM STAF Editor
Date Deposited:	05 Mar 2015 07:09
Last Modified:	05 Mar 2015 07:09
URI:	http://repository.upi.edu/id/eprint/13539

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