PENGARUH ATMOSPHERIC EXPERIENCES TERHADAP LOYALITAS PELANGGAN DI THE RESTAURANT PADMA HOTEL BANDUNG

Soniawati, Nita (2015) PENGARUH ATMOSPHERIC EXPERIENCES TERHADAP LOYALITAS PELANGGAN DI THE RESTAURANT PADMA HOTEL BANDUNG. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Berkembangnya usaha pariwisata di Kota Bandung menuntut para pelaku bisnis untuk menjalankan usahanya dengan bersaing secara maksimal dengan para pesaingnya. Dengan adanya fenomena tersebut mengharuskan perusahaan harus lebih menjaga hubungan baik dengan pelanggan yang loyal karena dengan persaingan yang begitu ketat, menjaga pelanggan yang sudah mengenal perusahaan akan lebih efektif dibanding mencari tamu baru. Padma Hotel Bandung adalah salah satu hotel yang berada di Kota Bandung. Dari tahun 2012 ke 2013 jumlah pelanggan di The Restaurant Padma Hotel Bandung meningkat, hanya saja pada tahun 2014 mengalami penurunan 6,1% dari tahun 2013. Hal ini disebabkan pihak hotel kurang sadar akan potensi atmosphere yang bisa dijadikan alat untuk menarik pelanggan. Penelitian ini bertujuan untuk mengetahui pengaruh atmospheric experiences terhadap loyalitas pelanggan The Restaurant Padma Hotel Bandung. Sampel dalam penelitian ini adalah 100 tamu member Padma Priviledge Dining Club The Restaurant Padma Hotel Bandung yang dipilih melalui systematic random sampling. Teknik analisis yang digunakan yaitu teknik analisis regresi linear berganda. Variabel independen dalam penelitian ini adalah atmospheric experiences yang terdiri dari ambience, interactions dan design, sedangkan variabel dependennya adalah loyalitas pelanggan. Hasil penelitian menunjukkan bahwa tanggapan responden mengenai atmospheric experiences terhadap loyalitas pelanggan The Restaurant Padma Hotel Bandung secara umum di nilai baik. Sub variabel yang mendapat penilaian tertinggi yaitu interactions. Sedangkan sub variabel yang mendapat penilaian rendah yaitu ambience. Teknik analisis yang digunakan adalah analisis regresi linear sederhana dengan program SPSS 21.0. Hasil penelitian menunjukan bahwa variabel atmospheric experiences memberikan pengaruh yang positift erhadap loyalitas pelanggan The Restaurant Padma Hotel Bandung. Kata Kunci :Atmospheric Experiences, Loyalitas Pelanggan,Hotel Bandung tourism business is growing rapidly. It's make business people in the tourism sector to run their business optimally to compete with other competitor. With the existence of the phenomenon makes the company must maintain good relationships with loyal customers because the competition is so tight, keeping customers who already know the company will be more effective than looking for new customers. Padma Hotel Bandung is one of the hotels in the city of Bandung.From 2012 to 2013 number of customers at The Restaurant Padma Hotel Bandung increased, only in 2014 decreased 6.1% from 2013. This is because the hotel is less aware of the potential of atmosphere that can be used as a tool to attract customers. This study aims to determine the effect of atmospheric experiences on customer loyalty The Restaurant Padma Hotel Bandung. The sample in this study 100 respondent Padma Priviledge Dining Club members of The Restaurant Padma Hotel Bandung were selected through systematic random sampling. The analysis technique used is multiple linear regression analysis techniques. The independent variable in this study is atmospheric experiences,which consistsofambience, interactions and design, while the dependent variable is customer loyalty. The results showedthat the respondents regarding atmospheric experiences on customer loyalty The Restaurant Padma Hotel Bandung is considered good in general. Sub variabel that got the highest ratings is interactions. While the sub-variables that received low ratings that ambience. The analysis technique used is a simple regression analysis using SPSS 21.0. The results showed that the atmospheric experiences variable have a positive influence on customer loyalty The Restaurant Padma Hotel Bandung. Keywords: Atmospheric Experiences, Customer Loyalty

Item Type: Skripsi Tesis Atau Disertasi (S1)
Additional Information: No. Panggil: S_MPP_SON p-2015; Pembimbing : I. Gitasiswhara, II.Taufik Abdullah
Uncontrolled Keywords: Atmospheric Experiences, Loyalitas Pelanggan,Hotel
Subjects: H Social Sciences > HD Industries. Land use. Labor
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management
Divisions: Fakultas Pendidikan Ilmu Pengetahuan Sosial > Program Studi Kepariwisataan
Depositing User: Mr. Cahya Mulyana
Date Deposited: 18 Apr 2016 01:52
Last Modified: 18 Apr 2016 01:52
URI: http://repository.upi.edu/id/eprint/19913

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