YANTI, ANISA ROBI (2021) PENGARUH CITRA MEREK, LOKASI, KUALITAS PELAYANAN TERHADAP KEPUTUSAN KONSUMEN MENGINAP HOTEL HORISON CILEDUG (Studi Kasus Pada Hotel Horison Ciledug). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This research aims to analyse the influence of brand image, location, service quality and consumer decision. This research object is Horizon Ciledug Hotel consumer and the number of samples specified is 195 respondents using calculation method based on formula heir number of indicators multiplied by 5. The sample withdrawal method uses Convenience Sampling. Method of collecting data using survey method, with research instrument is questionnaire. Data analysis methods use Partial Least Square (PLS). Research proves that brand images are positively and significantly influential in consumer decisions, locations are positively and significantly impacted by consumer decisions, and service quality is positive and significant to the decisions of Consumer. Keywords: Citra merek, location, service quality, and consumer decision. Penelitian ini bertujuan untuk menganalisis pengaruh brand image, lokasi, kualitas pelayanan dan keputusan konsumen. Objek penelitian ini adalah konsumen hotel horizon ciledug dan jumlah sampel yang ditentukan adalah 195 responden dengan menggunakan metode perhitungan berdasarkan rumus heir jumlah indikator dikalikan 5. Metode penarikan sampel menggunakan Convenience Sampling. Metode pengumpulan data menggunakan metode survey, dengan instrumen penelitian adalah kuesioner. Metode analisis data menggunakan Partial Least Square (PLS). Penelitian membuktikan bahwa brand image berpengaruh positif dan signifikan terhadap keputusan konsumen, lokasi berpengaruh positif dan signifikan terhadap keputusan konsumen, dan kualitas pelayanan berpengaruh positif dan signifikan terhadap keputusan konsumen. Kata kunci: Citra merek, lokasi, Kualitas pelayanan, dan Keputusan Konsumen.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 43115010179 |
| Uncontrolled Keywords: | Citra merek, lokasi, Kualitas pelayanan, dan Keputusan Konsumen. |
| Subjects: | 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 154 Subconscious and Altered States and Process/Psikologi Bawah Sadar > 154.6 Sleep Phenomena/Fenomena Tidur > 154.63 Dreams/Mimpi > 154.634 Analysis/Analisis 800 Literatures/Kesusastraan > 800. Literatures/Kesusastraan > 801 Philosophy and Theory of Literatures/Filsafat dan Teori Kesusastraan > 801.3 Value, Influence, Effect/Nilai, Pengaruh, Efek |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | CALVIN PRASETYO |
| Date Deposited: | 13 Jul 2023 01:21 |
| Last Modified: | 13 Jul 2023 01:21 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/79082 |
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