Pengaruh kenormalan baru terhadap harga dan promosi hotel bintang 5 Jakarta di kawasan Mega Kuningan pada pembelian impulsif konsumen

Salim, Sheren (2021) Pengaruh kenormalan baru terhadap harga dan promosi hotel bintang 5 Jakarta di kawasan Mega Kuningan pada pembelian impulsif konsumen. Diploma thesis, Universitas Pelita Harapan.

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Abstract

This study aims to examine the effect of COVID-19 on consumer behavior in the “New Normal” era in the hospitality sector. The background of the research is the first collection of the COVID-19 pandemic in Indonesia, especially Jakarta COVID-19 has had a huge impact on the economy and all industries, especially the tourism industry. With the existence of the Indonesian government's policy, namely PSBB (Large-Scale Social Restrictions) to stop the spread of COVID-19 so that Indonesians have to be at home, resulting in a quiet industry including hotels. To revive the Indonesian economy, the DKI Jakarta government applies new norms, so that people can return to activities by implementing health protocols. The purpose of this research is to analyze the role of consumers who make impulsive purchases on prices and promotions offered by 5 star hotels in DKI Jakarta at new normality. Sampling in this study used purposive sampling technique (sampling technique on certain criteria) for research, we took samples from people who had stayed at 5 star hotels in DKI Jakarta during the new normal period. The minimum target of the sample taken is 125 respondents who have stayed at 5-star hotels in the new normal era. The data analysis technique uses validity, reliability and regression tests to test the effect of the independent variable on the dependent then uses a quantitative approach with intervention variables and uses the explanatory hypothesis. Based on the analysis, there is a positive and significant effect between price and promotion on impulsive buying. This means that the more promotions and prices that are appropriate, it can increase impulsive buying in potential visitors./Penelitian ini bertujuan untuk meneliti pengaruh COVID-19 terhadap perilaku konsumen di era “Kenormalan Baru” di bidang perhotelan. Latar belakang dari penelitian adalah munculnya pandemi COVID-19 pertama di Indonesia terutama DKI Jakarta. COVID-19 sangat berdampak pada ekonomi dan seluruh industri terutama industri pariwisata. Dengan adanya kebijakan pemerintah Indonesia yaitu PSBB (Pembatasan Sosial Berskala Besar) untuk menekan penyebaran COVID-19 sehingga masyarakat Indonesia harus berada dirumah mengakibatkan industri pariwisata termasuk hotel menjadi sepi. Untuk membangkitkan perekonomian Indonesia maka pemerintah DKI Jakarta menerapkan kenormalan baru, sehingga masyarakat bisa kembali beraktifitas dengan menerapkan protokol kesehatan. Tujuan dari penelitian untuk menganalisa peran konsumen yang melakukan pembelian impulsif terhadap harga dan promosi yang ditawarkan oleh hotel bintang 5 di DKI Jakarta pada kenormalan baru. Pengambilan sampel dalam penelitian ini menggunakan Teknik Purposive Sampling (Teknik pengambilan sampel didasarkan pada kriteria tertentu) untuk penelitian, saya mengambil sample kepada orang yang pernah menginap di hotel bintang 5 di DKI Jakarta selama masa kenormalan baru. Target minimal dari sampel yang diambil sebanyak 125 responden yang pernah menginap di hotel bintang 5 pada era kenormalan baru. Teknik analisis data menggunakan uji validitas, uji reliabilitas dan regresi untuk menguji pengaruh variabel independen terhadap dependen lalu menggunakan pendekatan kuantitatif dengan variabel intervening serta menggunakan hipotesis eksplanasi. Berdasarkan hasil analisis terdapat pengaruh positif dan signifikan antara harga dan promosi terhadap pembelian impulsif. Artinya semakin banyak promosi dan harga yang sesuai maka dapat meningkatkan pembelian impulsif pada calon pengunjung.

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