Calvindo, Wendy (2020) Faktor yang Mempengaruhi Preferensi Konsumen antara Hotel Independen dan Hotel Chain di Kota Batam. Master thesis, Universitas Internasional Batam.
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Abstract
Tujuan dari penelitian ini adalah untuk mengungkap hubungan dari variabel Citra Merek, Harga, Kepercayaan, Nilai, Kualitas, Lokasi Dan Ulasan Online terhadap Preferensi Konsumen antara Hotel Independen dan Hotel Chain di Kota Batam. Penyebaran kuesioner dan pengisiannya dilakukan oleh 400 responden di Kota Batam yang oleh peneliti dinilai layak untuk mengisi pernyataan kuesioner. Sebanyak 400 kuesioner disebarkan dan kembali seluruhnya. Kuesioner selanjutnya dipisahkan menurut preferensi responden antara hotel chain dan hotel independen dan seterusnya digunakan untuk analisis regresi linear berganda dengan menggunakan bantuan program SPSS. Hasil pengolahan data menunjukkan bahwa variabel Citra Merek, Harga, Kualitas, dan Lokasi berpengaruh tidak signifikan pada Preferensi Konsumen kedua tipe hotel. Variabel kepercayaan berpergaruh signifikan negatif untuk hotel independen. Variabel nilai berpengaruh signifikan positif untuk hotel chain. Variabel Ulasan Online berpengaruh signifikan positif bagi kedua tipe hotel. Penelitian ini dapat digunakan sebagai bahan pertimbangan bagi pemilik maupun calon pemilik hotel ketika ingin mengambil gaya manajemen hotel Chain sebagai dasar struktur manajemen hotel mereka. ********************************************************************** The purpose of this study is to reveal the relationship of Brand Image, Price, Trust, Value, Quality, Location and Online Review variables to Consumer Preferences between Independent hotels and Chain hotels in Batam City. The distribution of the questionnaires and the filling was carried out by the 400 respondent in Batam City whom the researcher judged to be worthy to fill out the questionnaire statement. The total of 400 questionnaires are distributed and returned. The questionnaire was then further separated according to the respondents' preferences between chain and independent hotel and used for multiple linear regression analysis using SPSS program. The results of data processing showed that the variables Brand Image, Price, Quality, and Location had no significant effect on Consumer Preferences for the two hotel types. Trust has a significant but negative effect for independent hotels. Value has a significant and positive effect for chain hotels. Online Review has a significant and positive effect for both types of hotels. This research can be used as a consideration for owners and prospective hotel owners when they want to take the Chain hotel style of management as the basis for their hotel management structure.
| Item Type: | Thesis (Master) |
|---|---|
| Additional Information: | Similarity: 18 |
| Uncontrolled Keywords: | Brand Image, Price, Trust, Value, Quality, Location, Online Reviews, Consumer Preferences, Independent, Chain. |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | School of Economic and Business > Master of Management |
| SWORD Depositor: | Admin Repository Universitas Internasional Batam |
| Depositing User: | Admin Repository Universitas Internasional Batam |
| Date Deposited: | 30 Apr 2020 09:27 |
| Last Modified: | 30 Apr 2020 09:30 |
| URI: | http://repository.uib.ac.id/id/eprint/2866 |
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