Ardiansyah, Adam Hakim and Sunaryo, and Dr. Agung Yuniarinto, (2022) Pengaruh Marketing Mix Strategy Dimediasi Oleh Customer Satisfaction Pada Virtual Hotel Operation (Studi Pada Perusahaan Virtual Hotel Operation RedDoorz di Malang Raya). Magister thesis, Universitas Brawijaya.
Abstract
Perkembangan di bidang teknologi di era industri ini membuat dunia bisnis tumbuh dan berkembang pesat, Salah satunya kebutuhan dengan menikmati liburan luar negeri maupun domestic. budget travel menjadi pilihan berwisata bagi siapa saja yang mengutamakan anggaran dalam melakukan perjalanan termasuk dalam memesan kamar hotel. Berdasarkan isu, fenomena, permasalahan, arti penting variabel dan research gap dari beberapa penelitian terdahulu, maka diperlukan kajian yang lebih mendalam, yaitu menganalisis peran mediasi customer satisfaction dalam hubungan marketing mix strategy dengan customer loyalty.Populasi dalam penelitian ini secara menyeluruh adalah semua konsumen dari Virtual Hotel Operation RedDoorz di Malang Raya. Penentuan ukuran sampel dalam penelitian ini menggunakan pendapat Roscoe, sehingga sampel yang dijadikan acuan oleh peneliti adalah sebanyak 100 responden. Statistik inferensial digunakan untuk menguji hipotesis dan menghasilkan sebuah model yang layak. Metode analisis data yang digunakan adalah Structural Equation Model (SEM) dengan pendekatan Varian Based SEM atau Partial Least Square (PLS). Hasil penelitian menunjukkan bahwa marketing mix strategy mampu meningkatkan customer loyalty. Marketing mix strategy mampu meningkatkan customer satisfaction. Customer satisfaction mampu meningkatkan customer loyalty. Customer satisfaction mampu memediasi sebagian (partial mediation) atas hubungan marketing mix strategy dengan customer loyalty.
English Abstract
Technological advancement in recent industrial era has made business grows and develops rapidly. One of which is the need to enjoy foreign and domestic vacation. Budget travel becomes the choice of holiday for anyone who prioritize budget for his travels, including in booking hotel rooms. Based on issues, phenomena, problems, valuable meanings of variables, and research gaps between past researches, a more elaborate study is required, that is analyzing the mediation of customer satisfaction in the relationship between marketing mix strategy and customer loyalty. The population of this research in the overall is all customers of RedDoorz, a virtual hotel operation, in Greater Malang area. Referring to Roscoe, the sample of this research consists of 100 respondents. Inferential statistics were used to test the hypotheses and to produce an appropriate model. The data was analyzed using variant-based SEM or the Partial Least Squares. This study finds that marketing mix strategy increases customer loyalty and customer satisfaction, customer satisfaction increases customer loyalty and partially mediates the effect of marketing mix strategy on customer loyalty
Other obstract
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| Item Type: | Thesis (Magister) |
|---|---|
| Identification Number: | 0422020001 |
| Uncontrolled Keywords: | Marketing Mix Strategy, Customer Satisfaction, Customer Loyalty, Marketing Mix Strategy, Customer Satisfaction, Customer Loyalty |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | S2/S3 > Magister Manajemen, Fakultas Ekonomi dan Bisnis |
| Depositing User: | PKN 01 UB |
| Date Deposited: | 14 Jun 2023 07:31 |
| Last Modified: | 14 Jun 2023 07:31 |
| URI: | http://repository.ub.ac.id/id/eprint/201637 |
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