The influence of brand image towards customers satisfaction in Cambridge Hotel Medan

Chloe, Sheryn (2021) The influence of brand image towards customers satisfaction in Cambridge Hotel Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Brand image is an image or perception of how people see and know towards a brand. Brand image not only represent the face of its brand but also their reputation of the company. To create a good brand image, customers satisfaction is also one of the essential aspects that need to be considered. Cambridge Hotel Medan is a five-star hotel that has been run by a local management since 2018. Ever since, there are some problems that can be found in this hotel that is related to brand image and customers satisfaction. According to Subaebasni et al (2019), customers will be satisfied because of the good brand image, and sales will increase as a result of customer loyalty, because consumers will continue to purchase and recommend others if they are satisfied. This research is a quantitative research with descriptive and causal study, and the data collection method is by distributing questionnaires to customers who ever stayed in Cambridge Hotel Medan with the total of 93 respondents collected. This research results shows that there is an influence of brand image towards customers satisfaction with the outcome of 65% from the determination test. Based on the z-test of this research result is +7.73. Thus, it can be proved that brand image indeed influences customers satisfaction. The recommendation for Cambridge Hotel Medan is to provide more information and promote brand awareness for this hotel and to improve their service performance to serve their guests as a five-star hotel./ Citra merek adalah gambar atau persepsi bagaimana orang melihat atau tahu mengenai sebuah merek. Citra merek bukan hanya melambangkan wajah dari merek tersebut tetapi reputasi sebuah merek. Untuk membuat citra merek yang baik, kepuasan pelanggan adalah salah satu faktor penting yang perlu ditimbangkan. Cambridge Hotel Medan adalah hotel bintang lima yang sudah di berjalan sejak tahun 2018 oleh menejemen lokal. Sejak saat itu, beberapa masalah bisa ditemukan yang berhubungan dengan citra merek dan kepuasaan pelanggan. Menurut Subaebasni (2019), pelanggan akan puas karena citra merek yang baik, dan penjualan akan bertambah karena hasil dari kesetiaan pelanggan, karena pelanggan akan terus membeli dan merekomendasi kepada orang lain jika mereka puas. Penelitian ini adalah penelitian kuantitatif dan kausal, dan metode pengambilan data adalah dengan menyebarkan kuesioner kepada pelanggan yang pernah tinggal di Cambridge Hotel Medan dengan total 93 responden telah terkumpul. Hasil penelitian menunjukan bahwa adanya pengaruh citra merek terhadap kepuasan pelanggan dengan hasil 65% dari koefision determinasi. Berdasarkan uji z test penelitian ini adalah +7.73. Oleh karena itu, telah dibuktikan bahwa citra merek memang mempengaruhi kepuasan pelanggan. Rekomendasi untuk Cambridge Hotel Medan adalah menyediakan informasi dan mempromosikan kesadaran merek untuk hotel tersebut dan meningkatkan kinerja pelayanan untuk melayani pelanggan sebagai hotel bintang lima.

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