PENGARUH LOKASI, HARGA, PROMOSI TERHADAP CITRA MEREK SERTA IMPLIKASINYA TERHADAP MINAT MENGINAP DI HOTEL PATRA ANYER

ANTONIE, ARIES (2015) PENGARUH LOKASI, HARGA, PROMOSI TERHADAP CITRA MEREK SERTA IMPLIKASINYA TERHADAP MINAT MENGINAP DI HOTEL PATRA ANYER. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research is intended to analyze the influence of location, price, promotion to purchase intention as partially or simultaneously also their impact as directly or indirectly through brand image of Hotel Patra Anyer which is located at Province of Banten, Indonesia. In this research using stay intention terminology to describe purchase intention in consumer behavior theory since the company researched is hotel industry. The result of research is showing that location, price and promotion variable have direct impact to brand image simultaneously. Meanwhile price, promotion and brand image have direct impact to stay intention simultaneously due to location has only indirect impact to stay intention through brand image as intevenning variable. This research using path analysis method to analyze causing modelling among the variable. Keywords: location, price, promotion, brand image, purchase intention, path analysis Tujuan penelitian ini adalah untuk mengetahui dan menganalisa pengaruh lokasi, harga, promosi secara parsial maupun simultan baik langsung maupun tidak langsung terhadap minat menginap melalui citra merek di Hotel Patra Anyer, Propinsi Banten Indonesia. Dalam penelitian ini digunakan istilah minat menginap untuk mendeskripsikan istilah minat beli dalam teori perilaku konsumen karena obyek penelitiannya adalah perusahaan yang bergerak di bidang perhotelan. Hasil dari penelitian ini menunjukkan bahwa secara langsug dan simultan variabel lokasi, harga dan promosi berpengaruh signifikan terhadap citra merek. Sedangkan variabel yang secara langsung dan simultan berpengaruh terhadap minat menginap adalah harga, promosi dan citra merek. Adapaun variabel lokasi berpengaruh secara tidak langsung terhadap minat menginap melalui citra merek. Dalam penelitan ini menggunakan analisa jalur untuk menganalisa sebab akibat di antara variabel variabel yang digunakan dalam penelitian. Kata kunci: lokasi, harga, promosi, citra merek, minat beli, analisa jalur

Item Type: Thesis (S2)
NIM/NIDN Creators: 55113320033
Uncontrolled Keywords: lokasi, harga, promosi, citra merek, minat beli, analisa jalur
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.3 Personnel Management/Manajemen Personalia, Manajemen Sumber Daya Manusia, Manajemen SDM
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.5 Management of Production/Manajemen Produksi
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.7 Management of Supplies/Manajemen Persediaan
Divisions: Pascasarjana > Magister Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 28 Mar 2024 05:13
Last Modified: 28 Mar 2024 05:13
URI: http://repository.mercubuana.ac.id/id/eprint/82449

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