PENGARUH BRAND IMAGE TERHADAP KEPUTUSAN TAMU UNTUK MENGINAP DI RITZ-CARLTON BALI

    Hanifa Kamila, - and Ahmad Hudaiby Galih Kusumah, - (2025) PENGARUH BRAND IMAGE TERHADAP KEPUTUSAN TAMU UNTUK MENGINAP DI RITZ-CARLTON BALI. S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Dalam konteks perkembangan dan persaingan bisnis yang semakin dinamis serta pertumbuhan ekonomi yang terus meningkat, diperlukan strategi pemasaran yang efektif untuk mempertahankan daya saing produk. Salah satu strategi yang relevan adalah pembentukan serta penguatan brand image yang positif di benak konsumen. Dalam sektor perhotelan, penurunan tingkat okupansi dapat menjadi indikator adanya permasalahan dalam perilaku konsumen, khususnya terkait keputusan untuk menginap. Hotel Ritz-Carlton Bali menunjukkan adanya peningkatan signifikan pada tingkat okupansi, yang menjadi dasar dilakukannya penelitian ini. Tujuan utama dari penelitian ini adalah untuk menganalisis pengaruh brand image terhadap keputusan tamu dalam memilih untuk menginap di Ritz-Carlton Bali. Data diperoleh melalui penyebaran kuesioner secara daring kepada 100 responden yang dipilih menggunakan teknik purposive sampling, dengan kriteria responden yang pernah menginap di hotel tersebut. Analisis data dilakukan melalui pendekatan deskriptif dan analisis regresi linear sederhana, dengan bantuan perangkat lunak IBM SPSS Statistics 22. Secara keseluruhan, brand image terbukti berpengaruh terhadap keputusan tamu untuk menginap di Ritz-Carlton Bali, dengan nilai koefisien determinasi (R²) sebesar 0,649. In the context of increasingly dynamic business development and competition, as well as increasing economic growth, effective marketing strategies are needed to maintain product competitiveness. One relevant strategy is the formation and strengthening of a positive brand image in the minds of consumers. In the hospitality sector, a decline in occupancy rates can be an indicator of problems in consumer behavior, particularly related to the decision to stay. The Ritz-Carlton Bali Hotel showed a significant increase in occupancy rates, which is the basis for this study. The main objective of this study is to analyze the influence of brand image on guest decisions in choosing to stay at the Ritz-Carlton Bali. Data were obtained through the distribution of online questionnaires to 100 respondents selected using a purposive sampling technique, with the criteria of respondents who had stayed at the hotel. Data analysis was carried out through a descriptive approach and simple linear regression analysis, with the assistance of IBM SPSS Statistics 22 software.. Overall, brand image has been proven to influence guests' decisions to stay at the Ritz-Carlton Bali, with a coefficient of determination (R²) value of 0.649.

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    Official URL: https://repository.upi.edu
    Item Type: Thesis (S1)
    Additional Information: https://scholar.google.com/citations?hl=en&user=v9ddbS0AAAAJ&scilu=&scisig=ACUpqDcAAAAAaL7ID4xTCTLsfjZ-pcfbNpe_mpw&gmla=AH8HC4y3DJm4barA0T2YVswqzL9XypcsqrJCS2LMsAk-phIK15G-fDG81NacVzCzkUJaiVPTfqgACYmMYxNbzVy_NVCSOf9Uhdo6KCg&sciund=2712242603536585750 SINTA ID: 5989818
    Uncontrolled Keywords: Brand Image, Keputusan Menginap, Hotel, Ritz-Carlton Bali, Perilaku Konsumen Brand Image, Guest Decision, Hotel, Ritz-Carlton Bali, Consumer Behavior
    Subjects: H Social Sciences > HD Industries. Land use. Labor
    H Social Sciences > HF Commerce
    L Education > L Education (General)
    Divisions: Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Resort & Leisure
    Depositing User: Hanifa Kamila
    Date Deposited: 12 Sep 2025 01:58
    Last Modified: 12 Sep 2025 01:58
    URI: http://repository.upi.edu/id/eprint/138238

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