Fransisca, Shella (2020) Pengaruh service innovation capability terhadap marketing & brand communication, brand satisfaction, dan brand loyalty pada hotel bintang 3-5 di Indonesia. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
Persaingan dalam industri perhotelan semakin ketat, maka perlu dilakukan inovasi layanan oleh hotel agar dapat bersaing. Penelitian ini membahas tentang Pengaruh Service Innovation Capability terhadap Marketing & Brand Communication, Brand Satisfaction, dan Brand Loyalty pada Hotel Bintang 3-5 di Indonesia. Populasi dalam penelitian ini adalah orang-orang yang pernah menginap di hotel bintang 3-5 di Indonesia sebelum pandemi Covid-19 pada tahun 2020. Sampel pada penelitian ini adalah orang-orang yang pernah menginap di hotel bintang 3-5 di Indonesia sebelum pandemi Covid-19 pada tahun 2020 dengan jumlah sampel sebanyak 237 responden. Teknik yang digunakan dalam pengumpulan data adalah penyebaran kuisioner dengan skala pengukuran yaitu skala likert. Data yang telah dikumpulkan kemudian diolah menggunakan program SmartPLS 3.3.2. Penelitian ini diharapkan dapat berpengaruh sebagai saran masukan bagi hotel bintang 3-5 di Indonesia dalam menyusun strategi agar dapat mampu bersaing di dalam industri perhotelan yang semakin ketat.
Item Type: | Thesis (Bachelor) | ||||||||
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Uncontrolled Keywords: | service innovation capability; brand satisfaction; brand loyalty; marketing & brand communication | ||||||||
Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management | ||||||||
Divisions: | University Subject > Current > Faculty/School - UPH Karawaci > Business School > Management Current > Faculty/School - UPH Karawaci > Business School > Management |
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Depositing User: | Users 14365 not found. | ||||||||
Date Deposited: | 23 Feb 2021 07:53 | ||||||||
Last Modified: | 13 Apr 2023 04:39 | ||||||||
URI: | http://repository.uph.edu/id/eprint/22570 |
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