Pengukuran antara Product Innovation, Market Innovation, Process Innovation, dan Marketing Communication Capability terhadap Hotel Performance

Meliani, Candria (2023) Pengukuran antara Product Innovation, Market Innovation, Process Innovation, dan Marketing Communication Capability terhadap Hotel Performance. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini bertujuan untuk meneliti hubungan antara variabel service innovation (dengan dimensi product-related, market-related, dan process-related), marketing communication capability, terhadap hotel performance yang terdiri dari variabel brand performance dan customer satisfaction. Penelitian ini menggunakan konteks hotel bintang 3-5 yang meliputi kategori hotel yang dikelola oleh hotel internasional, joint venture, maupun merek hotel internasional sendiri. Penelitian ini menggunakan pendekatan kuantitatif yang mana data diperoleh melalui kuesioner Google Forms yang disebar secara online. Peneliti mengambil responden yang berdomisili di Indonesia. Data yang diperoleh dianalisis melalui outer model dan inner model dengan menggunakan software Smart-PLS 4.0.9.5. Pada bagian outer model berisikan uji validitas dan reliabilitas, sementara bagian inner model menyajikan hasil goodness of fit test, Common Method Bias, R-square, Predictive Relevance, T-statistics, and P- value. Setelah itu, dilakukan structural equation modeling untuk menguji hubungan yang ada pada kerangka teoritis penelitian ini. Hasil dari proses olah data menunjukkan bahwa service innovation mempengaruhi marketing communication capability, brand performance, dan customer satisfaction. Selain itu, marketing communication capability mempengaruhi secara positif terhadap brand performance, dan customer satisfaction. Serta brand performance, memiliki pengaruh positif customer satisfaction. Penelitian ini berkontribusi pada ilmu konsentrasi pemasaran dan pariwisata dengan implikasi untuk manajemen strategis hotel.

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