ISLAMIC BRANDING DAN MEDIA SOSIAL : IMPLIKASI PADA KEPUTUSAN MENGINAP DI HOTEL SYARIAH : Survey pada Tamu Menginap di Noor Hotel : Muslim Boutique Hotel Kota Bandung

Debi D. Andini, - (2018) ISLAMIC BRANDING DAN MEDIA SOSIAL : IMPLIKASI PADA KEPUTUSAN MENGINAP DI HOTEL SYARIAH : Survey pada Tamu Menginap di Noor Hotel : Muslim Boutique Hotel Kota Bandung. S1 thesis, Universitas Pendidikan Indonesia.

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

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh Islamic branding dan media sosial terhadap keputusan menginap di Noor Hotel. Metode yang digunakan adalah deskriptif verifikatif dengan alat uji regresi linier berganda. Responden penelitian adalah tamu yang menginap di Noor Hotel pada periode 2017. Adapun teknik pengambilan sampel yang digunakan adalah purposive sampling. Hasil penelitian menunjukkan bahwa Islamic branding berada pada kategori tinggi dan media sosial berada kategori sedang. Sedangkan pada uji regresi berganda, Islamic branding dan media sosial berpengaruh positif signifikan terhadap keputusan menginap di Noor Hotel. Nilai R square sebesar 0,492 atau 49,2% memiliki arti bahwa keputusan menginap di Noor Hotel dipengaruhi oleh Islamic Branding dan media sosial sebesar 49%, sedangkan sisanya yaitu sebesar 51% dipengaruhi oleh faktor-faktor lain yang tidak diteliti oleh penulis. ;---This study aims to determine the influence of Islamic branding and social media to the decision to stay at Noor Hotel. The method used is descriptive verifikatif with multiple linear regression test equipment. Research respondents are guests who stay at Noor Hotel in the period 2017. The sampling technique used is purposive sampling. The results show that Islamic branding is in the high category and social media is in the medium category. While on multiple regression test, Islamic branding and social media have a significant positive effect to the decision to stay at Noor Hotel. R square value of 0.492 or 49.2% means that the decision to stay at Noor Hotel is influenced by Islamic Branding and social media by 49%, while the rest is 51% influenced by other factors not examined by the author.

Item Type: Thesis (S1)
Additional Information: No. Panggil : S EKI DEB i-2019; Pembimbing : I. Moch. Adib, II. Neni Sri; NIM. : 1307679.
Uncontrolled Keywords: Hotel Syariah, Islamic Branding, Media Sosial, Noor Hotel dan Keputusan Menginap, Hotel Syariah, Islamic Branding, Social Media, Noor Hotel and Stay Decision.
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HB Economic Theory
H Social Sciences > HC Economic History and Conditions
Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Ilmu Ekonomi dan Keuangan Islam
Depositing User: Isma Anggini Saktiani
Date Deposited: 10 Jan 2020 02:09
Last Modified: 10 Jan 2020 02:09
URI: http://repository.upi.edu/id/eprint/44074

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