PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN MENGINAP DI HOTEL IBIS JAKARTA TAMARIN: Survei pada Tamu Individual yang Menginap di Hotel Ibis Jakarta Tamarin

Andarwulan, Dewi Lestari (2015) PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN MENGINAP DI HOTEL IBIS JAKARTA TAMARIN: Survei pada Tamu Individual yang Menginap di Hotel Ibis Jakarta Tamarin. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Industri Pariwisata telah terbukti menjadi kegiatan ekonomi yang cukup berkontribusi terhadap pemulihan ekonomi dunia. Pembangunan pariwisata dinilai mampu memberikan dampak positif dalam meningkatkan pendapatan masyarakat, penciptaan lapangan pekerjaan dan menghasilkan devisa. Dari beberapa sektor pariwisata, sektor perhotelan merupakan sektor penting karena sebagai alat akomodasi para wisatawan. Hotel Ibis Jakarta Tamarin dikenal sebagai hotel bintang 3 dengan standar internasional karena dikelola oleh manajemen internasional Accor Hotel Group. Tingkat hunian Hotel Ibis Jakarta Tamarin terus mengalami penurunan, oleh karena itu Manajemen hotel menggunakan electronic word of mouth untuk meningkatkan keputusan menginap tamunya. Electronic word of mouth dapat dideskripsikan sebagai berbagi informasi pada produk atau jasa dan merek melalui media elektronik komunikasi. Tujuan penelitian ini adalah untuk memperoleh temuan mengenai electronic word of mouth, keputusan menginap dan pengaruh dari electronic word of mouth terhadap keputusan menginap. Objek dalam penelitian ini adalah tamu individu yang memutuskan menginap di Hotel Ibis Jakarta Tamarin. Jenis penelitian yang digunakan adalah deskriptif dan verifkatif, dan metode yang digunakan adalah explanatory survey dengan teknik probability sampling, serta jumlah sampel 100 responden. Teknik analisis data yang digunakan adalah teknik regresi linear berganda dengan alat bantu software komputer SPSS 20 for windows. Wawancara dan penyebaran angket sebagai teknik pengumpulan data. Temuan penelitian menunjukan bahwa electronic word of mouth dengan dimensi source credibility (X1), EWOM quantity (X2), EWOM quality (X3), customer involvement (X4) mempunyai pengaruh terhadap keputusan menginap tamu yang terdiri dari pemilihan produk, pemilihan merek, pilihan distribusi, penentuan waktu pembelian, jumlah pembelian, dan metode pembayaran yang digunakan. ---------- Tourism industry has proven to be a considerable economic activitycontributes to the recovery of the world economy. Tourism development is considered capable of giving a positive impact in improving people's income, job creation and generate foreign exchange. From some sectors of tourism, the hospitality sector is an important sector as a means of accommodation of tourists. Ibis Jakarta Tamarin Hotel is known as a 3 star hotel with international standards because it is managed by an international management Accor Hotel Group. The occupancy rate of Ibis Jakarta Tamarin continued to decline, therefore the hotel management using electronic word of mouth to improve guests decision to stay. Electronic word of mouth can be described as a sharing of information on products or services and brand communication through electronic media. The purpose of this study was to obtain findings regarding the electronic word of mouth, the decision to stay and the influence of electronic word of mouth on the decision to stay. The object of this research is the individual guests who decide to stay at the Ibis Jakarta Tamarin Hotel. This type of research is descriptive and verifikative, and the method of this study is explanatory survey with probability sampling techniques and using 100 respondents. Data analysis technique using multiple linear regression with SPSS computer software tools for windows 20. Interview and questionnaire as data collection techniques. The study's findings indicate that the electronic word of mouth with dimensions of source credibility (X1), EWOM quantity (X2), EWOM quality (X3), customer involvement (X4) has an influence on the decision of stay which consists of the selection of products, brand choice, the choice of distribution, determining the time of purchase, amount of purchase, and payment methode.

Item Type: Skripsi Tesis Atau Disertasi (S1)
Additional Information: No. Panggil: S MPP AND p-2015; Pembimbing : I. Yeni Yuniawati, II. Dewi Pancawati
Uncontrolled Keywords: electronic word of mouth, keputusan menginap
Subjects: G Geography. Anthropology. Recreation > GV Recreation Leisure
T Technology > T Technology (General)
Divisions: Fakultas Pendidikan Ilmu Pengetahuan Sosial > Program Studi Kepariwisataan
Depositing User: Mr. Tri Agung
Date Deposited: 16 Aug 2016 05:48
Last Modified: 16 Aug 2016 05:48
URI: http://repository.upi.edu/id/eprint/21342

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