Eiza Maghfira Kani, - (2019) MOTIVASI PEMBELIAN KEMBALI (REPURCHASE INTENTION) PAKET MEETING HOTEL OLEH PENGAMBIL KEPUTUSAN. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Industri MICE (Meeting, Incentive, Convention, and Exhibition) ditetapkan oleh pemerintah sebagai produk unggulan pariwisata nasional. Hal itu disebabkan karena industri MICE juga merupakan top five contributors atau 5 kontributor teratas bersama dengan wisata belanja, kuliner, heritage, dan religi. Penelitian ini berfokus pada paket meeting pada hotel di Kota Bandung yang juga merupakan salah satu sarana penunjang bagi sektor ini. Analisis terhadap repurchase intention dilakukan untuk mengetahui seberapa besar tingkatan seorang decision maker untuk melaksanakan meeting di hotel bisnis di Kota Bandung. Penelitian ini penting untuk mengetahui hal apa saja yang dapat meningkatkan keinginan mereka untuk pembelian ulang yang berpengaruh pada occupancy. Tujuan dari penelitian ini juga untuk mengetahui apa saja yang menjadi motivasi terbentuknya pembelian kembali (repurchase intention), beserta dengan elemen-elemennya. Dalam pelaksanaannya, penelitian ini menggunakan metode analisis konten dan mencari informasi dengan semi-structured intrview kepada 10 narasumber. Hasil penelitian ini menunjukkan bahwa repurchase intention terbentuk oleh faktor penarik dan faktor pendorong yang terbentuk dari 11 elemen pembentuk, yakni kepuasan, kebijakan perusahaan, novelty seeking, harga, fasilitas, lokasi, produk F&B, pelayanan, citra hotel, bonus & privilege, dan fleksibilitas. The MICE (Meeting, Incentive, Convention, and Exhibition) industry is set by the government as the flagship product of national tourism. This is because the MICE industry is also the top five contributors or the top 5 contributors along with shopping, culinary, heritage, and religious tourism. This research focuses on meeting packages at hotels in Bandung City which is also one of the supporting facilities for this sector. Analysis of repurchase intention is done to find out how big the level of a decision maker to conduct a meeting at a business hotel in Bandung. This research is important to know what things can increase their desire for repeat purchase that affects occupancy. The purpose of this study is also to find out what is the motivation of repurchase intention, along with its elements. In its implementation, this research used content analysis method and looked for information with semi-structured interview to 10 people. The results of this study indicate that repurchase intention is formed by the pull factor and the driving factor formed from 11 constituent elements, namely satisfaction, company policy, novelty seeking, pricing, facilities, location, F & B products, service, hotel image, bonus & privilege, and flexibility.
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | No Panggil : S MARL EIZ m-2019; Pembimbing : I. A.H Galihkusuma, II. Reiza Miftah; NIM : 1304061 |
| Uncontrolled Keywords: | repurchase intention, paket meeting di hotel, faktor penarik, faktor pendorong |
| Subjects: | G Geography. Anthropology. Recreation > GT Manners and customs G Geography. Anthropology. Recreation > GV Recreation Leisure |
| Divisions: | Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Resort & Leisure |
| Depositing User: | Yayu Wulandari |
| Date Deposited: | 13 Apr 2020 03:19 |
| Last Modified: | 13 Apr 2020 03:19 |
| URI: | http://repository.upi.edu/id/eprint/48376 |
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