PENGARUH SERVICE QUALITY TERHADAP BRAND IMAGE DI GRAGE SANGKAN HOTEL DAN SPA KUNINGAN

Widy Maharani, - (2020) PENGARUH SERVICE QUALITY TERHADAP BRAND IMAGE DI GRAGE SANGKAN HOTEL DAN SPA KUNINGAN. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

ABSTRAK Dalam beberapa tahun terakhir ini, pertumbuhan sektor pariwisata di Kabupaten Kuningan meningkat secara signifikan. Hal ini menyebabkan permintaan akan akomodasinya pun semakin meningkat. Oleh karena itu, mulai berdiri hotel-hotel baru. Dalam beberapa tahun terakhir telah berdiri 2 hotel bintang 3 yang menjadi pesaing utama dengan objek dalam penelitian ini yaitu Grage Sangkan Hotel dan SPA Kuningan. Dikutip dari traveloka.com, terdapat beberapa pengunjung yang memberikan ulasan kurang baik serta komplain mengenai hotel ini. Selain itu, popularitas hotel ini pun saat ini dianggap masih kurang terutama bagi tamu hotel dari luar kota. Penelitian ini dilakukan untuk meneliti pengaruh service quality terhadap brand image di Grage Sangkan Hotel dan SPA Kuningan. Penelitian ini dilakukan dengan metode desktiptif-inferensia dengan pendekatan kuantitatif. Teknik pengambilan data yaitu dengan quota sampling dan ditentukan sebanyak 100 responden. Kemudian menggunakan teknik analisis data regresi linear berganda. Hasil penelitian ini menunjukan bahwa service quality dari 5 dimensi yaitu tangibility, reliability, responsiveness, assurance dan empathy dengan skor tertinggi yaitu pada dimensi tangible dan skor terendah yaitu pada dimensi assurance. Untuk variabel brand image di Grage Sangkan Hotel dan SPA Kuningan berada dalam kategori baik, dengan indikator terendah yaitu pada keunikan asosiasi merk. Penelitian ini menunjukkan bahwa service quality berpengaruh sebesar 72,9% terhadap brand image, sisanya 27,1% dipengaruhi oleh faktor lain yang tidak diteliti. ABSTRACT In these few years, the growth of the tourism sector in Kuningan has increased significantly. This causes the demand for accommodation to increase. Therefore, new hotels also started to grow. In the last few years, two 3-star hotels have been established which are the main competitors with the objects in this study, Grage Sangkan Hotel and SPA Kuningan. Quoted from traveloka.com, there were several visitors who gave unfavorable reviews and complaints about this hotel. In addition, the popularity of this hotel is currently considered lacking, especially for hotel guests from outside the city. This research was conducted to examine the influence of service quality on the brand image at Grage Sangkan Hotel and SPA Kuningan. This research was conducted using descriptive - inferentia methods and quantitative approaches. The technique of collecting data is using quota sampling and determined as 100 respondents. Then using multiple linear regression data analysis techniques. The result of this research shows that service quality consists of 5 dimensions, namely tangibility, reliability, responsiveness, empathy and assurance with the highest score on the tangible dimension and the lowest score on the assurance dimension. The brand image variables in Grage Sangkan Hotel and SPA Kuningan are in the good category, with the lowest indicator being the uniqueness of the brand association. This research shows that service quality affects 72.9% of brand image, the remaining 27.1% is influenced by other factors which are not examined in this study.

Item Type:	Thesis (S1)
Uncontrolled Keywords:	Service Quality, Brand Image, Grage Sangkan Hotel dan SPA Kuningan
Subjects:	G Geography. Anthropology. Recreation > GV Recreation Leisure L Education > L Education (General)
Divisions:	Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Resort & Leisure
Depositing User:	Widy Maharani
Date Deposited:	02 Mar 2021 07:15
Last Modified:	02 Mar 2021 07:15
URI:	http://repository.upi.edu/id/eprint/59589

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