PENGARUH CUSTOMER VALUE TERHADAP BEHAVIORAL INTENTION DI DAFAM RIO HOTEL BANDUNG : Survei terhadap Tamu Individu yang Menginap di Dafam Rio Hotel Bandung

Veny Melinda, - (2019) PENGARUH CUSTOMER VALUE TERHADAP BEHAVIORAL INTENTION DI DAFAM RIO HOTEL BANDUNG : Survei terhadap Tamu Individu yang Menginap di Dafam Rio Hotel Bandung. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Persaingan dalam industri perhotelan semakin ketat seiring dengan banyaknya pembangunan – pembangunan hotel baru di Kota Bandung. Dafam Rio Hotel Bandung merupakan salah satu hotel bintang tiga yang menghadapi tantangan persaingan di tengah pasar yang kompetitif. Penelitian ini di latar belakangi oleh permasalahan utama dalam bidang riset pemasaran yakni tentang customer value terhadap behavioral intention di Dafam Rio Hotel Bandung. Karena semakin berkembangnya dunia pemasaran menjadikan meningkatnya jumlah pesaing, sehingga perusahaan memiliki implikasi untuk biaya pemasaran. Penelitian ini dilakukan untuk mengetahui gambaran dan pengaruh dari pelayanan Customer Value yang meliputi functional value, monetary and behavioral price, emotional value dan social value terhadap behavioral intention yang meliputi repurchase intention, word of mouth dan willingness to pay more. Penelitian ini menggunakan pendekatan kuantitatif dengan metode deskriptif dan verifikatif. Populasi pada penelitian ini sebanyak 8.005 orang pengunjung Dafam Rio Hotel Bandung. Sampel dalam penelitian ini sebanyak 109 menggunakan rumus dari Tabachnick dan Fidel (2013). Data pada penelitian ini dikumpulkan melalui Kuesioner, wawancara, occupancy, dan pra penelitian kemudian data yang diperoleh dianalisis menggunakan analisis data deskriptif dan verifikatif dengan analisis regresi berganda. Berdasarkan hipotesis penelitian menunjukkan bahwa customer value yang terdiri dari functional value, emotional value dan social value memiliki pengaruh yang positif terhadap behavioral intention di Dafam Rio Hotel Bandung.;--Dafam Rio Hotel Bandung is one of the three star hotels that faces the challenges of competition amid competitive markets. This research is based on the background of the main problems in the field of marketing research, which is about customer value and behavioral intention at Dafam Rio Hotel Bandung. Because the growing world of marketing makes the number of competitors increase, so the company has implications for marketing costs. This research was conducted to determine the description and influence of Customer Value services which include functional value, monetary and behavioral price, emotional value and social value towards behavioral intention which includes repurchase intention, word of mouth and willingness to pay more. This study uses a quantitative approach with descriptive and verification methods. The population in this study was 8,387 visitors to Dafam Rio Hotel Bandung. The sample in this study was 109 using formulas from Tabachnick and Fidel (2013). The data in this study were collected through questionnaires, interviews, occupancy, and pra penelitian then the data obtained were analyzed using descriptive data analysis, verification data and multiple regression analysis. Based on the research hypothesis shows that customer value consisting of functional value, emotional value, and social value has a positive influence on the behavioral intention at Dafam Rio Hotel Bandung.

Item Type: Tugas Akhir,Skripsi,Tesis,Disertasi (S1)
Uncontrolled Keywords: Customer Value, Behavioral Intention, Dafam Rio Hotel Bandung.
Subjects: T Technology > TX Home economics
Divisions: Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Pemasaran Pariwisata
Depositing User: Veny Melinda
Date Deposited: 30 Jul 2020 06:04
Last Modified: 30 Jul 2020 06:04
URI: http://repository.upi.edu/id/eprint/41243

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