PENGARUH CITRA MEREK TERHADAP KEPUASAN TAMU DI HOTEL BUDGET BANDUNG (Survei Pada Tamu Hotel Budget di Sekitar Jalan Setiabudi Bandung)

Fajar Dwi Agustian, - (2020) PENGARUH CITRA MEREK TERHADAP KEPUASAN TAMU DI HOTEL BUDGET BANDUNG (Survei Pada Tamu Hotel Budget di Sekitar Jalan Setiabudi Bandung). S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Tujuan dari penelitian ini adalah untuk menganalisis pengaruh citra merek terhadap kepuasan tamu di hotel budget Bandung. Data dikumpulkan dari penyebaran kuesioner dengan teknik purposive sampling kepada 408 tamu yang pernah menginap di Hotel Budget Bandung. Hasil penelitian menunjukkan bahwa tanggapan tamu mengenai citra merek di hotel budget Bandung berada dalam kategori sangat baik. Sedangkan, tanggapan tamu mengenai kepuasan tamu berada dalam kategori sangat baik. Berdasarkan hasil penelitian citra merek hotel budget Bandung memiliki pengaruh poitif terhadap keputusan kepuasan tamu. Temuan tersebut menujukkan bahwa semakin tinggi penilaian citra merek di hotel budget Bandung, maka akan semakin tinggi pula kepuasan tamu di hotel budget Bandung. Temuan pada penelitian ini menunjukan bahwa citra merek di hotel budget Bandung secara signifikan memberikan pengaruh sebesar 66,1% terhadap kepuasan tamu dan sisanya 33,9% dipengaruhi oleh variabel lain yang tidak diteliti dalam penelitian ini. Penelitian ini berkontribusi dalam membantu perusahaan hotel budget dalam memahami citra merek dan kepuasan tamu agar bisa bersaing dengan hotel lainnya di masa yang akan datang. The purpose of this study was to analyze the effect of brand image on guest satisfaction at Bandung budget hotels. Data were collected from distributing questionnaires with purposive sampling technique to 408 guests who had stayed at the Bandung Budget Hotel. The results showed that the guest responses regarding the brand image in the Bandung budget hotel were in the very good category. Meanwhile, guest responses regarding guest satisfaction are in the very good category. Based on the research results, the brand image of the Bandung budget hotel has a positive influence on guest satisfaction decisions. These findings indicate that the higher the brand image rating of a Bandung budget hotel, the higher the guest satisfaction at a Bandung budget hotel. The findings in this study indicate that the brand image in the Bandung budget hotel has a significant effect of 66.1% on guest satisfaction and the remaining 33.9% is influenced by other variables not examined in this study. This research contributes to helping budget hotel companies understand their brand image and guest satisfaction in order to compete with other hotels in the future.

Item Type:	Thesis (S1)
Additional Information:	No Panggil : S MRL FAJ p-2020; NIM : 1600548
Uncontrolled Keywords:	Citra Merek, Kepuasan Tamu, Hotel Budget
Subjects:	G Geography. Anthropology. Recreation > GV Recreation Leisure H Social Sciences > H Social Sciences (General)
Divisions:	Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Resort & Leisure
Depositing User:	Fajar Dwi Agustian
Date Deposited:	01 Sep 2020 07:33
Last Modified:	01 Sep 2020 07:33
URI:	http://repository.upi.edu/id/eprint/51871

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