Yusuf, Moh. Tedy and Hayu Iyaka Nastaina, S.Gz, M.P.H (2023) Analisis Perilaku Konsumen Terhadap Keputusan Pembelian Produk Banquet Di Hotel JW Marriott Surabaya. Diploma thesis, Universitas Brawijaya.
Abstract
Industri perhotelan harus memahami, meneliti, dan menganalisis perilaku konsumen yang menjadi target hotel agar mendapatkan gambaran yang lebih rinci tentang tuntutan konsumen dan merespons dengan cepat terhadap kebutuhannya, karena permintaan konsumen bervariasi serta terdapat perbedaan dalam cara berinteraksi satu sama lain. Penelitian ini bertujuan untuk mengetahui perilaku konsumen terhadap kuputusan pembelian produk banquet di hotel JW Marriott Surabaya dan mengetahui faktor apa saja yang mempengaruhi konsumen dalam pengambilan keputusan pembelian produk banquet di Hotel JW Marriott Surabaya. Penelitian ini menggunakan metode kualitatif deskriptif dengan teknik pengumpulan data wawancara sales manager sebagai informan utama dan repeater guest serta wedding guest sebagai informan pendukung. Hasil penelitian menunjukkan faktor-faktor yang mempengaruhi perilaku konsumen dalam pengambilan keputusan pembelian produk banquet di hotel JW Marriott Surabaya meliputi faktor budaya, sosial, pribadi dan psikologi. Faktor budaya sendiri memiliki pengaruh yang paling besar dalam perilaku konsumen. Proses pengambilan keputusan pembelian oleh konsumen melalui lima tahapan yaitu pengenalan masalah, pencarian informasi, penilaian alternatif, keputusan pembelian, dan perilaku pasca pembelian.
English Abstract
The hotel industry must understand, research and analyze the behavior of consumers who are targeted by hotels in order to get a more detailed information of consumer demands and able to respon quickly to their needs, because consumer’s demands and the interactions with each other are different.This study aims to determine consumer behavior towards purchasing decisions for banquet products at the JW Marriott Hotel Surabaya and to find out what factors that influence consumers in making purchasing decisions for banquet products at the JW Marriott Hotel Surabaya. This research used qualitative methods and collected data through observation, documentation and interviews with sales manager as the main informants and repeater guests and wedding guests as supporting informants. The results showed that the factors that influence consumer behavior in making purchasing decisions for banquet products at the JW Marriott Surabaya hotel include cultural, social, personal and psychological factors. Cultural factors themselves have the greatest influence on consumer behavior. The process of making a purchase decision by consumers goes through five stages, namely problem recognition, information search, alternative assessment, purchase decision, and post-purchase behavior.
| Item Type: | Thesis (Diploma) |
|---|---|
| Identification Number: | 0523170439 |
| Uncontrolled Keywords: | Perilaku konsumen, keputusan pembelian, Proses pengambilan keputusan, produk banquet-Consumer behavior, purchasing decisions, decision-making processes, banquet products. |
| Divisions: | Program Vokasi > D4 Manajemen Perhotelan |
| Depositing User: | soegeng sugeng |
| Date Deposited: | 21 Mar 2024 00:49 |
| Last Modified: | 21 Mar 2024 00:49 |
| URI: | http://repository.ub.ac.id/id/eprint/217355 |
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