Ruddy, Ravil Athala Andika and Inggang Perwangsa Nuralam,, SE., M.BA., Ph.D (2023) Pengaruh Experiential Marketing dan Service Quality Terhadap Customer Satisfaction Pengunjung Hotel (Survei Pengunjung Hotel Bisanta Bidakara Surabaya). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui dan menjelaskan pengaruh dari experiential marketing dan service quality terhadap customer satisfaction. Penelitian ini dilatar belakangi oleh perkembangan industri perhotelan yang semakin meningkat dan penulisan review dari hasil pengalaman pengunjung hotel di aplikasi booking Hotel. Pelaku bisnis perhotelan harus mampu memberikan pengalaman yang baik dengan memiliki kualitas pelayanan yang baik sehingga mampu memberikan kepuasan pengunjung Hotel. Bedasarkan latar belakang tersebut maka penelitian mencoba menguji pengaruh experiential marketing dan service quality terhadap customer satisfaction. Jenis penelitian ini menggunakan jenis penelitian eksplanatori (explanatory reasearch) dengan pendekatan kuantitatif. Populasi dalam penelitian ini adalah pengunjung Hotel Bisanta Bidakara Surabaya dengan kriteria berjenis kelamin Laki-laki atau Perempuan, minimal usia 17 tahun, sudah menggunakan jasa atau menginap minimal 1 malam dan pernah mengunjungi Hotel Bisanta tidak lebih dari satu tahun yang lalu. Data yang digunakan dalam penelitian ini merupakan data primer melalui penyebaran kuesioner. Pemilihan sampel dalam penelitian ini menggunakan teknik purposive sampling dengan jumlah sampel sebanyak 100 sampel berdasarkan kriteria yang ditentukan. Analisis data yang digunakan adalah analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa (1) experiential marketing dan service quality secara simultan berpengaruh positif dan signifikan terhadap customer satisfaction pelanggan Hotel. (2) Secara parsial variabel experiential marketing berpengaruh signifikan dan positif terhadap customer satisfaction pelanggan Hotel. (3) service quality secara parsial berpengaruh signifikan dan positif terhadap customer satisfaction pelanggan Hotel.
English Abstract
This study aims to determine and explain the effect of experiential marketing and service quality on customer satisfaction. This research is motivated by the increasing development of the hospitality industry and the writing of reviews of the results of hotel visitors' experiences in the hotel booking application. Hoteliers must be able to provide a good experience by having good service quality so as to provide hotel visitor satisfaction. Based on this background, the study tries to examine the effect of experiential marketing and service quality on customer satisfaction. This type of research uses explanatory research with a quantitative approach. The population in this study were visitors to Bisanta Bidakara Hotel Surabaya with the criteria of male or female, at least 17 years old, had used services or stayed at least 1 night and had visited Bisanta Hotel no more than one year ago. The data used in this study are primary data through distributing questionnaires. The sample selection in this study used purposive sampling technique with a total sample of 100 samples based on the specified criteria. The data analysis used is multiple linear regression analysis. The results showed that (1) experiential marketing and service quality simultaneously had a positive and significant effect on hotel customer satisfaction. (2) Partially, experiential marketing variables have a significant and positive effect on hotel customer satisfaction. (3) service quality partially has a significant and positive effect on hotel customer satisfaction.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 052303 |
| Uncontrolled Keywords: | Experiential Marketing, Service Quality, Customer Satisfaction-Experiential Marketing, Service Quality, Customer Satisfaction. |
| Divisions: | Fakultas Ilmu Administrasi > Pariwisata |
| Depositing User: | soegeng sugeng |
| Date Deposited: | 16 Jan 2024 06:47 |
| Last Modified: | 16 Jan 2024 06:47 |
| URI: | http://repository.ub.ac.id/id/eprint/210963 |
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Text (DALAM MASA EMBARGO)
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