PENGARUH EXPERIENTIAL MARKETING TERHADAP REVISIT INTENTION DI SARI ATER HOTEL DAN RESORT

Rizky Angga Saputra Siahaan, - (2018) PENGARUH EXPERIENTIAL MARKETING TERHADAP REVISIT INTENTION DI SARI ATER HOTEL DAN RESORT. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Revisit intention merupakan konsumen yang melakukan pembelian kembali dan terhubung kepada kepuasan pelanggan pada pembelian awal. Sari Ater Hotel dan Resort merupakan salah satu penyedia jasa pada industri perhotelan yang dihadapkan pada masalah penurunan jumlah returning guest dikarenakan kurangnya niat tamu untuk berkunjung kembali. Pada penelitian ini, variabel bebas (X) yang digunakan yaitu Experiential Marketing yang terdiri dari SEMs (Strategic Experiential Models) yang dibentuk melalui ExPro’s (Experiences Providers). SEMs terdiri dari Sense, Feel, Think, Act dan Relate. Variabel terikat (Y) yaitu Revisit Intention yang terdiri dari Intention to Return, Willingnes to Recomended, dan Proactive Participation. Jenis penelitian ini adalah penelitian deskriptif dan verifikatif ,dengan metode penelitian explanatory survey melalui metode pendekatan cross sectional method dan teknik sampling adalah systematic random sampling maka diperoleh sampel sebanyak 110 responden yang merupakan tamu yang pernah menginap di Sari Ater Hotel dan Resort. Teknik analisis data yang digunakan adalah regresi linier berganda. Hasil penelitian menunjukkan bahwa sub variabel experiential marketing yaiti sense dan feel memiliki pengaruh yang positif dan signifikan terhadap revisit intention di Sari Ater Hotel dan Resort, hal ini berarti Sari Ater Hotel dan Resort dapat memberikan pengalaman yang menarik bagi panca indera baik dari segi kesejukan dan kenyamanan furniture seperti sofa dan kasur, serta Sari Ater Hotel dan Resort mampu memberikan kenyamanan dan kesenangan kepada tamu selama berada di Sari Ater Hotel dan Resort. Sedangkan think, act dan relate memiliki pengaruh yang kecil dan kurang signifikan terhadap revisit intention di Sari Ater Hotel dan Resort, diharapkan pihak Sari Ater Hotel dan Resort memperhatikan kesesuaian pelayanan dan fasilitas yang tersedia dengan informasi yang diberikan, serta menekankan pada interaksi yang positif dari staff pada saat tamu melakukann aktifitas di Sari Ater Hotel dan Resort, dan memberikan program-program pendekatan yang baik dengan tamu seperti komunikasi secara lebih dekat baik melalui sosial media ataupun komunikasi secara langsung guna meningkatkan revisit intention tamu di Sari Ater Hotel dan Resort. -----------Revisit Intention is customer’s repeat purchase and it is also linked to customers’ satisfaction with preliminary purchase. Sari Ater Hotel dan Resort is one of service provider in hospitality industry that faced with problem of returning guest decrease due to lack of guest intention to revisit. . In this research, independen variable (X) is Experiential Marketing cinsisting of SEMs (Strategic Experiential Models) formed by ExPro’s (Experiences Providers). SEMs consists of Sense, Feel, Think, Act and Relate. Dependent variable (Y) is Revisit Intention consisting of Intention to Return, Willingnes to Recomended, and Proactive Participation. This type of research is descriptive and verification research, with explanatory survey research method through cross sectional method and sampling technique is systematic random sampling, obtained a sample of 110 respondents who were guests who had stayed at Sari Ater Hotels and Resorts. The data analysis technique used is multiple linear regression. The results showed that the experiential marketing sub variable, the sense and feel had a positive and significant influence on the revisit intention at Sari Ater Hotels and Resorts, this meant that Sari Ater Hotels and Resorts could provide an interesting experience for the five senses both in terms of coolness and comfort furniture such as sofas and mattresses, and Sari Ater Hotels and Resorts are able to provide comfort and pleasure to guests while in Sari Ater Hotels and Resorts. While think, act and relate have a small and less significant influence on the revisit intention at Sari Ater Hotels and Resorts, it is expected that Sari Ater Hotels and Resorts pay attention to the suitability of available services and facilities with the information provided, and emphasize the positive interaction of staff when guests do activities at Sari Ater Hotels and Resorts, and provide good approach programs with guests such as closer communication through social media or direct communication to increase guest revisit intention at Sari Ater Hotels and Resorts. Key Word : Experiential Marketing, SEMs, Revisit Intention, Sari Ater Hotel dan Resort

Item Type:	Thesis (S1)
Additional Information:	No. Panggil : S MPP RIZ p-2018 ; Pembimbing : I. Yeni Yuniawati, II. Taufik Abdullah ; NIM : 1304220
Uncontrolled Keywords:	Experiential Marketing, SEMs, Revisit Intention, Sari Ater Hotel dan Resort
Subjects:	G Geography. Anthropology. Recreation > GV Recreation Leisure H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Pemasaran Pariwisata
Depositing User:	Rizky Angga Saputra Siahaan
Date Deposited:	30 Jul 2019 06:51
Last Modified:	30 Jul 2019 06:51
URI:	http://repository.upi.edu/id/eprint/36544

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