PENGARUH BRAND EXPERIENCE TERHADAP REVISIT INTENTION : Survei Terhadap first timer guest individual yang menginap di Hotel Grand Tjokro Bandung

A. Farid Nur Ramadhan, - (2019) PENGARUH BRAND EXPERIENCE TERHADAP REVISIT INTENTION : Survei Terhadap first timer guest individual yang menginap di Hotel Grand Tjokro Bandung. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

ABSTRAK A. Farid Nur Ramadhan 1500601, “Pengaruh Brand Experience terhadap Revisit Intention di Hotel Grand Tjokro Bandung. (Survei Terhadap first timer guest individual yang menginap di Hotel Grand Tjokro Bandung)”, dibawah bimbingan Dr.Vanessa Gafar, SE.Ak.,MBA dan Dewi Pancawati N, S.Pd., MM. Hotel Grand Tjokro Bandung merupakan salah satu hotel bintang empat di Kota Bandung yang selalu berupaya untuk mempertahankan dan meningkatkan segala aspek penting yang menyangkut tujuan utama hotel salah satunya mendapatkan profitabilitas. Masalah yang dihadapi oleh Hotel Grand Tjokro Bandung adalah tingkat occupancy yang mengalami penurunan dan tidak mencapai target. Oleh karena itu Hotel Grand Tjokro Bandung memiliki strategi brand experience untuk mengatasi masalah tersebut. Dengan demikian peneliti memilih brand experience sebagai salah satu solusi yang dapat diterapkan untuk meningkatkan tingkat revisit intention. Dalam penelitian ini variabel indipenden yang digunakan yaitu brand experience yang terdiri dari lima dimensi yaitu hotel location, hotel stay and ambiance, hotel staff competence, hotel website and social media dan guest to guest experience. Variabel dependen yaitu revisit intention tamu individu yang baru pertama kali menginap. Jenis penelitian yang digunakan adalah deskriptif dan verifikatif, metode yang digunakan adalah survei dengan teknik Teknik purposive sampling, dengan sampel sebanyak 110 responden yang merupakan first timer guest individual yang menginap di Hotel Grand Tjokro Bandung. Teknik analisis data dan uji hipotesis yang digunakan adalah regresi berganda. Pelaksanaan brand experience di Hotel Grand Tjokro Bandung Dimensi Hotel Stay and Ambiance mendapatkan penilaian tertinggi, dimensi penilaian terendah yaitu Hotel Staff Competence. Kemudian tanggapan mengenai Revisit Intention di Hotel Grand Tjokro Bandung berada pada kategori tinggi, dimensi Intention to revisit mendapatkan penilaian tertinggi dan dimensi Intention to recommend mendapatkan penilaian terendah. Hasil penelitian menunjukkan adanya pengaruh antara brand experience terhadap revisit intention. Kata Kunci : Brand Experience, Revisit Intention, Hotel Grand Tjokro Bandung ABSTRACT A. Farid Nur Ramadhan, 1500601, "The Influence of Brand Experience to Revisit Intention at Grand Tjokro Hotel Bandung. (Survey On First Timer Guest Individual that Stay at Hotel Grand Tjokro Bandung) ", under the guidance of Mrs. Dr.Vanessa Gafar, SE.Ak.,MBA dan Dewi Pancawati N, S.Pd., MM. Hotel Grand Tjokro Bandung as one of the four star hotels in Bandung always strives to maintain and improve all important aspects concerning the main purpose of one of them get profitability. The problem faced by Hotel Grand Tjokro Bandung is the occupancy rate which decreased and did not reach the target. Therefore Hotel Grand Tjokro Bandung should have a strategy to overcome the problem. Thus the researchers chose brand experience as one solution that can be applied to improve the level of intention to revisit. In this study, independent variables (X) used are brand experience which consists of yaitu hotel location, hotel stay and ambiance, hotel staff competence, hotel website and social media, and guest to guest experience. The dependent variable (Y) is the revisit intention of an individual guest's stay. The type of research used is descriptive verificative and the method used is purposive sampling technique, then obtained a sample with a total of 110 respondents who are guest first guest that Stay at Hotel Grand Tjokro Bandung. Data analysis technique and hypothesis test used is multiple regression. Implementation of brand experience at Hotel Grand Tjokro Bandung Dimension Hotel Stay and Ambiance get the highest rating, the lowest rating dimension is Hotel Staff Competence. Then the response regarding the revisit intention at Hotel Grand Tjokro Bandung is in the high category, dimension intention to revisit get the highest rating and the Intention to recommend dimension get the lowest rating. The results showed the influence between brand experience to revisit intention. Keywords: Brand Experience, Revisit Intention, Hotel Grand Tjokro Bandung

Item Type: Tugas Akhir,Skripsi,Tesis,Disertasi (S1)
Additional Information: No. Panggil : S MPP FAR p-2019 ; Pembimbing : I. Vanessa Gafar, II. Dewi Pancawati ; NIM : 1500601
Uncontrolled Keywords: Brand Experience, Revisit Intention, Hotel Grand TjokroBandung
Subjects: G Geography. Anthropology. Recreation > GV Recreation Leisure
H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Pemasaran Pariwisata
Depositing User: A Farid Nur Ramadhan
Date Deposited: 21 Jun 2019 01:19
Last Modified: 27 Nov 2019 04:27
URI: http://repository.upi.edu/id/eprint/35604

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