The Importance Of Brand Experience On A Boutique Hotel: An Evidence From Puri Asri Hotel Magelang

Poetry, RomaNovaCahjati (2016) The Importance Of Brand Experience On A Boutique Hotel: An Evidence From Puri Asri Hotel Magelang. Sarjana thesis, Universitas Brawijaya.

Abstract

Tujuan dari penelitian ini adalah untuk menguji pentingnya pengalaman merek dalam menciptakan citra merek, nilai yang dirasakan, dan loyalitas merek di Boutique Hotel. Karena hotel butik fokus pada sifat pengalaman pemberian layanan, studi tentang pengalaman merek di hotel butik sangat tak terhindarkan. Kemudian, Puri Asri Hotel yang berlokasi di kota Magelang dipilih sebagai objek penelitian. Sampel dalam penelitian ini adalah tamu yang pernah berpengalaman menginap di Puri Asri Hotel. Teknik pengambilan sampel adalah convenience sampling dengan 150 responden. Penelitian ini menggunakan teknik analisis Linear Square (PLS) parsial untuk menganalisis data. Temuan penelitian ini mengungkapkan bahwa pengalaman merek memiliki pengaruh signifikan pada citra merek dan nilai yang dirasakan, tetapi tidak berpengaruh signifikan terhadap loyalitas merek. Sementara itu, citra merek berpengaruh signifikan terhadap nilai yang dirasakan dan loyalitas merek. Kemudian, nilai yang dipersepsikan memiliki pengaruh signifikan terhadap loyalitas merek.

English Abstract

The purpose of this study is to examine the importance of brand experience in creating brand image, perceived value, and brand loyalty at boutique hotel. Since boutique hotels focus on the experiential nature of service delivery, the study of brand experience in boutique hotel is very inevitable. Then, Puri Asri Hotel which located in Magelang city is chosen as the object of the study. The samples in this research are the guests who ever experienced staying at Puri Asri Hotel. The sampling technique is convenience sampling with 150 respondents. This study used Partial Linear Square (PLS) analysis technique to analyze the data. The finding of this study revealed that brand experience has a significant effect on brand image and perceived value, but has no significant effect on brand loyalty. Meanwhile, brand image has a significant effect to perceived value and brand loyalty. Then, perceived value has a significant effect on brand loyalty.

Item Type:	Thesis (Sarjana)
Identification Number:	SKR/FE/2016/63/051603157
Subjects:	600 Technology (Applied sciences) > 658 General management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Budi Wahyono Wahyono
Date Deposited:	13 May 2016 13:52
Last Modified:	27 Oct 2021 06:45
URI:	http://repository.ub.ac.id/id/eprint/109089

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