PENGARUH WEBSITE MARKETINGTERHADAP KEPUTUSAN MENGINAP DI HOTEL IBIS BANDUNG PASTEUR : survei terhadap tamu individu yang menginap dan melakukan booking online di website Hotel Ibis Bandung Pasteur

Haska, Indah Surya (2017) PENGARUH WEBSITE MARKETINGTERHADAP KEPUTUSAN MENGINAP DI HOTEL IBIS BANDUNG PASTEUR : survei terhadap tamu individu yang menginap dan melakukan booking online di website Hotel Ibis Bandung Pasteur. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Industri perhotelan merupakan industri yang penting dalam kegiatan pariwisata karena dapat memberikan kontribusi besar bagi sektor pariwisata. Hotel Ibis Bandung Pasteur sebagai salah satu international chainhotel bintang tiga di Kota Bandung selalu berupaya untuk mempertahankan dan meningkatkan segala aspek penting yang menyangkut tujuan utama hotel salahsatunya mendapatkan profitabilitas. Masalah yang dihadapi oleh Hotel Ibis Bandung Pasteur adalah penurunanjumlahtamu yang melakukanbooking onlinemelaluiwebsite dan tidak mencapai target. Oleh karena itu Hotel Ibis Bandung Pasteur harus memiliki strategi untuk mengatasi masalah tersebut. Dengan demikian peneliti memilih website marketing sebagai salah satu solusi yang dapat diterapkan untuk meningkatkan tingkat keputusan menginap. Dalam penelitian ini variabel indipenden (X) yang digunakan yaitu website marketing yang terdiri dari information, communication, dan transaction. Variabel dependen (Y) yaitu keputusan menginap tamu individu. Jenis penelitian yang digunakan adalah deskriptif dan verifikatif dengan metode yang digunakan adalah explanatory surveydanpendekatancross sectional.Sampeldalampenelitianinisebanyak 110 respondenyaitutamu individu yang menginap danmelakukanbooking onlinemelaluiwebsite Hotel Ibis Bandung Pasteurdenganteknikpenarikan yang digunakanyaituprobability sampling. Teknikanalisis data yang digunakanadakahregresiberganda.Pelaksanaanwebsite marketingdi Hotel Ibis Bandung Pasteurberada pada kategoritinggi, dimensitransactionmendapatkanpenilaiantertinggi dan penilaian terendah yaitu information. Kemudian tanggapan mengenai keputusan menginap di Hotel Ibis Bandung Pasteur berada pada kategori tinggi,dimensi pemilihan penyalur mendapatkan penilaian tertinggi dan dimensi lama menginap mendapatkan penilaian terendah.Hasil penelitian menunjukkanadanyapengaruhantarawebsite marketingdankeputusanmenginap. Kata Kunci : Website Marketing, Keputusan Menginap, Hotel Ibis Bandung Pasteur, Hospitality industry is an important industry in tourism activities since it can provide substantial contribution for tourism sector. Ibis Bandung Pasteur Hotelas one of three-star international chain hotel in Bandung which always strive to maintain and improve all the important aspects related to the main purpose of the hotel, one of which is to obtain profitability. The problems encountered by Hotel Ibis Bandung Pasteur is guest who booked online via websitecontinued to decline and did not reach the target. Hence Ibis Bandung Pasteur Hotel must have a strategy to overcome the problem. Therefore the researcher choosed website marketing as one of the solution that can be implemented to improve the occupancy level. In this study, the independent variable (X) used are website marketing consisting of information, communication and transaction. Dependent variable (Y) is decision of stay of the individual guest. The type of research used are descriptive and verificative with method used are explanatory survey and cross sectional approach. The sample in this study of 110 respondents that individual guests who stay and booked online via website Ibis Bandung Pasteur Hotel, the sampling technique used is probability sampling.The data analysis technique used is multiple regression. Implementation of website marketing at Ibis Bandung Pasteur Hotel is located in the high categor, the dimension of transaction get the highest ratings and lowest ratings is information.Then the feedback regarding the decision of stay at Ibis Bandung Pasteur Hotel is located in the high category, the dimension of the dealer choice get the highest ratings and the dimension of length of stay to get the lowest ratings. The results showed there isa influenceof website marketing and the decision of stay. Key words :Website Marketing, Decision of Stay, Hotel Ibis Bandung Pasteur

Item Type: Skripsi,Tesis,Disertasi (S1)
Additional Information: No. Panggil : S MPP HAS p-2017; Pembimbing : I. Vanessa Gafar, II. Oce Ridwanudin; NIM. 1206599
Uncontrolled Keywords: website marketing, keputusan menginap, hotel ibis Bandung Pasteur, website marketing, decision of stay, hotel ibis Bandung Pasteur
Subjects: G Geography. Anthropology. Recreation > GV Recreation Leisure
H Social Sciences > HF Commerce
Divisions: Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Pemasaran Pariwisata
Depositing User: Mr Hada Hidayat
Date Deposited: 27 Aug 2018 03:09
Last Modified: 27 Aug 2018 03:09
URI: http://repository.upi.edu/id/eprint/31428

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