PENGARUH KEPUASAN TERHADAP LOYALITAS PELANGGAN AIRBNB KOTA BANDUNG

July Christine Silaban, - (2019) PENGARUH KEPUASAN TERHADAP LOYALITAS PELANGGAN AIRBNB KOTA BANDUNG. S1 thesis, Universitas Pendidikan Indonesia.

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Official URL: http://repository.upi.edu

Abstract

Penelitian ini mengukur tingkat kepuasan dan loyalitas pelanggan Airbnb Kota Bandung juga mengukur pengaruh dari kepuasan terhadap loyalitas pelanggan Airbnb Kota Bandung. Penelitian ini menggunakan pendekatan kuantitatif, dengan teknik sampel bersyarat. Terdapat dua variabel dalam penelitian ini; kepuasan pelanggan sebagai variabel bebas dan loyalitas pelanggan sebagai variabel terikat. Dalam penelitian ini, pengumpulan data diperoleh melalui observasi dan kuesioner. Peneliti menggunakan garis kontinum untuk menentukan interval setiap variabel yang diteliti. Analisis data dalam penelitian ini menggunakan analisis regresi linier berganda. Berdasarkan hasil penelitian, ditemukan adanya pengaruh kepuasan terhadap loyalitas pelanggan yaitu sebesar 60%, dengan begitu dapat disimpulkan bahwa pengaruh kepuasan berada pada kategori kuat. Di tengah eksistensi Airbnb saat ini dan perkembangannya yang cukup pesat di Kota Bandung, penting untuk mempertahankan loyalitas pelanggan. Untuk itu, seorang host harus mengenal betul apa yang menjadi kebutuhan dari pelanggan guna mencapai kepuasan pelanggan yang tidak hanya cukup puas, tetapi sangat puas untuk kemudian menjadi pelanggan yang loyal. This study attempted to measure the satisfaction and loyalty level of Airbnb costumers in Bandung City along with the impact of the satisfaction towards the loyalty of Airbnb customers in Bandung City. This study applied quantitative approach using purposive sample technique. There were two variables withis this study; customers’ satisfaction as the independent variable and customer’s loyalty as the dependent variable. Observation and questionnaire were used in collecting the data. The researcher applied continuum line to set the interval for each of the studied variables. Data analysis used in this study is the multiple linear regressions. Based on the result of this study, satisfaction impact towards customers’ loyalty was found which was as much as 60%. Therefore, it could be concluded that the impact of satisfaction is significant. As for the Airbnb existence nowadays with its rapid growth in Bandung City, keeping the customers’ loyalty is highly important. Accordingly, a host has to know the customers’ necessity to obtain their satisfaction. Not only adequately satisfied, but also highly satisfied in order to become the loyal customer.

Item Type: Tugas Akhir,Skripsi,Tesis,Disertasi (S1)
Uncontrolled Keywords: Kepuasan, Loyalitas Pelanggan, Airbnb.
Subjects: G Geography. Anthropology. Recreation > GV Recreation Leisure
H Social Sciences > HN Social history and conditions. Social problems. Social reform
Divisions: Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Resort & Leisure
Depositing User: July Christine Silaban
Date Deposited: 02 May 2020 13:53
Last Modified: 02 May 2020 13:53
URI: http://repository.upi.edu/id/eprint/42998

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