DAFTAR ISI - repository.upi.edurepository.upi.edu/7153/3/S_MPP_0901498_Table_of_content.pdf4.1.3...
7
Click here to load reader
Transcript of DAFTAR ISI - repository.upi.edurepository.upi.edu/7153/3/S_MPP_0901498_Table_of_content.pdf4.1.3...
Okky Astari, 2014 Pengaruh Direct Marketing Terhadap Keputusan Menginap di Hotel Horison Bandung Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
DAFTAR ISI
LEMBAR PENGESAHAN
SURAT PERNYATAAN
ABSTRAK................................................................................................................. i
ABSTRACT................................................................................................................. ii
KATA PENGANTAR............................................................................................... iii
UCAPAN TERIMA KASIH.................................................................................... iv
DAFTAR ISI ............................................................................................................. vii
DAFTAR TABEL ..................................................................................................... xi
DAFTAR GAMBAR ................................................................................................ xiii
BAB I PENDAHULUAN ......................................................................................... 1
1.1 Latar Belakang Penelitian ................................................................................ 1
1.2 Rumusan Masalah ............................................................................................ 13
1.3 Tujuan Penelitian ............................................................................................. 13
1.4 Kegunaan Penelitian ........................................................................................ 14
BAB II KAJIAN PUSTAKA, KERANGKA PEMIKIRAN DAN HIPOTESIS ..... 15
2.1 Kajian Pustaka ................................................................................................ 15
2.1.1 Direct Marketing Bagian Dari Manajemen Pemasaran Pariwisata ....... 15
2.1.1.1 Konsep Direct Marketing .......................................................... 28
2.1.1.2 Dimensi Direct Marketing ......................................................... 31
2.1.1.3 Manfaat Direct Marketing ......................................................... 34
2.1.2 Konsep Keputusan Menginap................................................................ 35
2.1.2.1 Faktor-Faktor Yang Mempengaruhi Keputusan Menginap ...... 38
2.1.2.2 Tahap-Tahap Proses Pengambilan Keputusan Menginap ......... 41
2.1.2.3 Model Pengambilan Keputusan Menginap ............................... 43
2.1.3 Pengaruh Direct Marketing Terhadap Keputusan Menginap ........................ 44
Okky Astari, 2014 Pengaruh Direct Marketing Terhadap Keputusan Menginap di Hotel Horison Bandung Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
2.1.4 Orisinalitas Penelitian ............................................................................ 47
2.2 Kerangka Pemikiran ....................................................................................... 50
2.3 Hipotesis ......................................................................................................... 58
BAB III OBJEK DAN METODOLOGI PENELITIAN .......................................... 61
3.1 Objek Penelitian ............................................................................................. 61
3.2 Metode Penelitian .......................................................................................... 62
3.2.1 Jenis Penelitian dan Metodologi yang Digunakan ................................ 62
3.2.2 Operasionalisasi Variabel ...................................................................... 63
3.2.3 Jenis dan Sumber Data .......................................................................... 72
3.2.4.Populasi, Sampel dan Teknik Sampling ................................................ 73
3.2.4.1 Populasi ..................................................................................... 73
3.2.4.2 Sampel ....................................................................................... 74
3.2.4.3 Teknik Sampling ....................................................................... 75
3.2.5 Teknik Pengumpulan Data .................................................................... 77
3.2.6 Hasil Pengujian Validitas dan Reliabilitas ............................................ 78
3.2.6.1 Hasil Pengujian Validitas .......................................................... 78
3.2.6.2 Hasil Pengujian Reliabilitas ...................................................... 85
3.2.7 Rancangan Analisis Data ....................................................................... 87
3.2.7.1 Rancangan Analisis Data Deskriptif ......................................... 87
3.2.7.2 Rancangan Analisis Data Verifikatif ......................................... 88
3.2.7.3 Pengujian Hipotesis ................................................................... 92
BAB IV HASIL PENELITIAN DAN PEMBAHASAN.......................................... 93
4.1 Profil Dan Konsumen Tamu Bisnis Hotel Horison Bandung......................... 93
4.1.1 Profil Hotel Horison Bandung............................................................... 93
4.1.2 Sejarah Hotel Horison Bandung............................................................. 94
4.1.3 Struktur Organisasi Hotel Horison Bandung.......................................... 96
4.1.4 Produk Dan Jasa Yang Ditawarkan......................................................... 97
Okky Astari, 2014 Pengaruh Direct Marketing Terhadap Keputusan Menginap di Hotel Horison Bandung Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
4.1.5 Pelaksanaan Direct Marketing Dan Keputusan Menginap Tamu Bisnis
Hotel Horison Bandung......................................................................... 100
4.2 Profil Tamu Bisnis Hotel Horison Bandung.................................................... 101
4.2.1 Profil Berdasarkan Jenis Tamu Bisnis.................................................... 101
4.2.2 Keterkaitan Jenis Kelamin Dan Usia Dengan Jenis Tamu Bisnis.......... 102
4.2.3 Keterkaitan Asal Daerah Dan Pendidikan Terakhir Dengan Jenis Tamu
Bisnis..................................................................................................... 104
4.2.4 Keterkaitan Pekerjaan Dan Penghasilan Perbulan Dengan Jenis Tamu
Bisnis.................................................................................................... 106
4.2.5 Keterkaitan Status Pernikahan Dengan Usia Dengan Tamu
Bisnis..................................................................................................... 107
4.2.6 Keterkaitan Sumber Informasi Dan Alasan Menginap Dengan Jenis Tamu
Bisnis .................................................................................................... 109
4.2.7 Keterkaitan Frekuensi Kunjungan Dalam Setahun Dan Alasan Menginap
Dengan Tamu Bisnis ............................................................................. 111
4.3 Tanggapan Tamu Bisnis Yang Menginap Terhadap Direct Marketing........... 113
4.3.1 Direct Marketing..................................................................................... 113
4.3.2 Dimensi-Dimensi Direct Marketing....................................................... 115
4.3.2.1 Interface...................................................................................... 115
4.3.2.2 Online Advertising...................................................................... 117
4.3.2.3 Email Campaigns........................................................................ 119
4.3.2.4 Social Media............................................................................... 121
4.3.2.5 Rekapitulasi Dimensi Direct Marketing Hotel Horison
Bandung.................................................................................... 124
4.4 Tanggapan Tamu Bisnis Yang Menginap Di Hotel Horison Bandung Terhadap
Keputusan Menginap....................................................................................... 125
4.4.1 Keputusan Menginap Tamu Bisnis Hotel Horison Bandung.................. 125
4.4.2 Dimensi-Dimensi Keputusan Menginap................................................. 127
4.4.2.1 Product Choice............................................................................ 127
Okky Astari, 2014 Pengaruh Direct Marketing Terhadap Keputusan Menginap di Hotel Horison Bandung Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
4.4.2.2 Brand Choice.............................................................................. 129
4.4.2.3 Dealer Choice............................................................................. 130
4.4.2.4 Purchase Timing......................................................................... 132
4.4.2.5 Purchase Amount........................................................................ 133
4.4.2.6 Payment Method.......................................................................... 135
4.4.2.7 Rekapitulasi Dimensi Keputusan Menginap Tamu
Bisnis.......................................................................................... 137
4.5 Pengaruh Direct Marketing Terhadap Keputusan Menginap Di Hotel Horison
Bandung.......................................................................................................... 138
4.6 Implikasi Hasil Temuan Penelitian................................................................ 146
4.6.1 Temuan Penelitian Bersifat Teoritik...................................................... 146
4.6.2 Temuan Penelitian Bersifat Empirik...................................................... 147
BAB V KESIMPULAN DAN REKOMENDASI..................................................... 149
5.1 Kesimpulan...................................................................................................... 149
5.2 Rekomendasi................................................................................................... 151
DAFTAR PUSTAKA ............................................................................................... 153
LAMPIRAN .............................................................................................................. 156
Okky Astari, 2014 Pengaruh Direct Marketing Terhadap Keputusan Menginap di Hotel Horison Bandung Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
DAFTAR TABEL
No Tabel Judul Hal
1.1 Perkembangan Wisatawan Mancanegara........................................................ 2
1.2 Perkembangan Wisatawan Nusantara ............................................................. 3
1.3 Perkembangan TPK Hotel Bintang Di Bandung ............................................ 5
1.4 Room Occupancy Hotel Horison Bandung ..................................................... 7
1.5 Room Occupancy Tamu Bisnis Hotel Horison Bandung........................... 10
2.1 Definisi Direct Marketing Menurut Para Ahli ................................................ 30
2.2 Penelitian Terdahulu Dan Orisinalitas Penelitian ........................................... 47
3.1 Operasionalisasi Variabel ............................................................................... 64
3.2 Jenis Dan Sumber Data ................................................................................... 73
3.3 Interpretasi Besarnya Koofisien Korelasi ....................................................... 79
3.4 Hasil Uji Validitas............................................................................................. 80
3.5 Hasil Uji Reliabilitas.......................................................................................... 87
4.1 Meeting Room Hotel Horison Bandung............................................................ 99
4.2 Kegiatan Direct Marketing Hotel Horison Bandung.......................................... 101
4.3 Karakteristik Tamu Bisnis Horison Bandung.................................................... 102
4.4 Keterkaitan Jenis Kelamin Dan Usia Dikaitkan Dengan Jenis Tamu
Bisnis................................................................................................................... 103
4.5 Keterkaitan Asal Daerah Dan Pendidikan Terakhir Dengan Jenis Tamu
Bisnis.................................................................................................................. 104
4.6 Keterkaitan Pekerjaan Dan Penghasilan Perbulan Dengan Jenis Tamu
Bisnis...................................................................................... ......................... ... 106
4.7 Keterkaitan Status Pernikahan Dan Usia Dengan Jenis Tamu
Bisnis..................................................................................... .......................... .. 108
Okky Astari, 2014 Pengaruh Direct Marketing Terhadap Keputusan Menginap di Hotel Horison Bandung Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
4.8 Keterkaitan Sumber Informasi Utama Dan Alasan Menginap Dengan Jenis
Tamu Bisnis..................................................... ................................................ .. 110
4.9 Keterkaitan Frekuensi Menginap Dalam Setahun Dan Alasan Menginap Dengan
Jenis Tamu Bisnis.......................................... .................................................. . 112
4.10 Tanggapan Tamu Bisnis Hotel Horison Bandung Mengenai Interface... ....... . 115
4.11 Tanggapan Tamu Bisnis Hotel Horison Bandung Mengenai Online
Advertising.............................................................................................. ......... 118
4.12 Tanggapan Tamu Bisnis Hotel Horison Bandung Mengenai Email
Campaigns............................................................................................... ........ 119
4.13 Tanggapan Tamu Bisnis Hotel Horison Bandung Mengenai Social
Media....................................................................................................... ........ 122
4.14 Rekapitulasi Tanggapan Tamu Terhadap Direct Marketing Hotel Horison
Bandung.................................................................................................. ......... 124
4.15 Tanggapan Tamu Bisnis Hotel Horison Bandung Mengenai Product
Choice...................................................................................................... ........ 127
4.16 Tanggapan Tamu Bisnis Hotel Horison Bandung Mengenai Brand
Choice...................................................................................................... ........ 129
4.17 Tanggapan Tamu Bisnis Hotel Horison Bandung Mengenai Dealer
Choice...................................................................................................... ........ 130
4.18 Tanggapan Tamu Bisnis Hotel Horison Bandung Mengenai Purchase
Timing...................................................................................................... ........ 132
4.19 Tanggapan Tamu Bisnis Hotel Horison Bandung Mengenai Purchase
Amount.................................................................................................... ......... 134
4.20 Tanggapan Tamu Bisnis Hotel Horison Bandung Mengenai Payment
Method............................................................................................................... 135
4.21 Rekapitulasi Dimensi Keputusan Menginap Tamu Bisnis....................... ...... 137
4.22 Matrik Korelasi Antara Sub Variabel Direct Marketing Dengan Keputusan
Menginap Tamu Bisnis Hotel Horison Bandung.................................... ........ 138
4.23 Uji Anova................................................................................................. ....... 140
4.24 Pengujian Koefisien Jalur......................................................................... ...... 141
Okky Astari, 2014 Pengaruh Direct Marketing Terhadap Keputusan Menginap di Hotel Horison Bandung Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
4.25 Hasil Pengujian Koefisien Jalur, Pengaruh Langsung Dan Tidak Langsung
Direct Marketing Terhadap Keputusan Menginap Tamu Bisnis Hotel Horison
Bandung.................................................................................... ....................... 143
DAFTAR GAMBAR
No Gambar Judul Hal
1.1 Actual Market Share Hotel Hrison Bandung .................................................. 6
1.2 Segmentasi Tamu Hotel Horison Bandung ..................................................... 9
2.1 Manfaat Direct Marketing Dilihat Dari Perspektif Pelanggan ....................... 35
2.2 Faktor-Faktor Yang Mempengaruhi Perilaku Penginap ................................. 38
2.3 Lima Tahap Proses Keputusan Menginap ...................................................... 41
2.4 Model Perilaku Pembeli Dalam Keputusan Menginap ................................... 43
2.5 Kerangka Pemikiran ........................................................................................ 57
2.6 Paradigma Penelitian....................................................................................... 58
3.1 Struktur Kausal Antara X dan Y ..................................................................... 88
3.2 Diagram Jalur Sub Struktur Sub Hipotesis ..................................................... 89
4.1 Struktur Organisasi Hotel Horison Bandung........................................... 96
4.2 Variabel Direct Marketing Pada Garis Kontinum..................................... 115
4.3 Variabel Keputusan Menginap Pada Garis Kontinum.............................. 127
4.4 Diagram Jalur Pengujian Hipotesis........................................................... 142
4.5 Diagram Jalur Pengujian Hipotesis........................................................... 142
