Konsekuensi dari sense of presence
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File Repositori
Subyek : Marketing -- Management
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2023
Pembimbing 1 : Yolanda Masnita Siagian,
Kata Kunci : sense of presence, behavioral intention, staycation¸ experience quality
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2023_TS_MMJ_122012011030_Halaman-Judul.pdf | 8 | |
| 2. | 2023_TS_MMJ_122012011030_Lembar_Pengesahan.pdf | 7 | |
| 3. | 2023_TS_MMJ_122012011030_BAB-1_Pendahuluan.pdf | 9 | |
| 4. | 2023_TS_MMJ_122012011030_BAB-2_Tinjauan_Pustaka.pdf | 16 |
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| 5. | 2023_TS_MMJ_122012011030_BAB-3_Metode-Penelitian.pdf | 18 |
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| 6. | 2023_TS_MMJ_122012011030_BAB-4_Analisis-Dan-Pembahasan.pdf | 16 |
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| 7. | 2023_TS_MMJ_122012011030_BAB-5-_Simpulan,-Implikasi,-Keterbatasan-Dan-Saran.pdf | 4 | |
| 8. | 2023_TS_MMJ_122012011030_Daftar_Pustaka.pdf | 9 | |
| 9. | 2023_TS_MMJ_122012011030_Lampiran.pdf | 50 |
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P Pandemi COVID-19 berdampak besar pada industri perhotelan di Indonesia. Okupansihotel turun 50% dari 2019 ke 2021, terutama di provinsi Bali, Kepulauan Riau,Sulawesi Utara, Nusa Tenggara Timur, dan Jakarta. Beberapa hotel berbintang diJakarta telah melakukan inovasi seperti Stayacation is the new vacation, Work FromHotel, hingga Stay Solation. Staycation merupakan alternatif kegiatan liburan di masapandemi COVID-19, wisatawan dapat memilih akomodasi yang lebih private dan jauhdari keramaian (Widyanti, 2022). Staycation masih menjadi strategi optimal bagi hoteluntuk meningkatkan jumlah pengunjungnya, selain itu Behavioral Intention darikonsumen juga masih memiliki trend yang positif. Kepercayaan dan Komitmen yangbaik dapat terbentuk dari kualitas pengalaman positif yang diterima oleh konsumen.Experience Quality berasal dari adanya Sense of presence yang dirasakan konsumensecara optimal (Yan et al., 2022). Selain itu, penelitian ini menambahkan variabelExperiential Trust dan Experiential Commitment untuk dapat melihat pengaruhExperience Quality terhadap Behavior Intention (H. C. Wu & Cheng, 2019; Yan et al.,2022). Metode pengambilan sampel yang digunakan dalam penelitian ini adalahdengan menggunakan metode non probability sampling, yaitu dengan teknikpurposive sampling. Sampel yang digunakan dalam penelitian ini adalah pengunjunghotel yang sering melakukan staycation ketika pandemi. Jumlah sampel yang diambilsebanyak 300 responden. Metode analisis yang digunakan dalam penelitian ini adalahStructural Equation Model (SEM) dengan bantuan softwae AMOS22. Hasil analisismenunjukan bahwa Sense Of Presence berpengaruh positif terhadap ExperienceQuality, Experience Quality berpengaruh positif terhadap Experiential Trust &Commitment, Experience Quality tidak berpengaruh positif terhadap BehavioralIntention, lalu Experiential Trust & Commitment berpengaruh Positif terhadap Behavioral Intention
T The COVID-19 pandemic has had a major impact on the hotel industry in Indonesia.Hotel occupancy has fallen by 50% from 2019 to 2021, especially in the provinces ofBali, Riau Islands, North Sulawesi, East Nusa Tenggara and Jakarta. Several star hotelsin Jakarta have made innovations such as Stayacation is the new vacation, Work FromHotel, to Stay Solation. Staycation is an alternative holiday activity during the COVID-19 pandemic, tourists can choose accommodation that is more private and away fromthe crowds (Widyanti, 2022). Staycation is still the optimal strategy for hotels toincrease their visitors, besides that Behavioral Intention from consumers also still hasa positive trend. Good Trust and Commitment can be formed from positive ExperienceQuality received by consumers. Good Experience Quality comes from the existenceof a Sense of presence that consumers feel optimally (Yan et al., 2022). In addition,this research adds the Experiential Trust and Experiential Commitment variables to beable to see the impact Experience Quality on Behavior Intention (H. C. Wu & Cheng,2019; Yan et al., 2022). The sampling method used in this study is to use a nonprobabilitysampling method, namely the purposive sampling technique. The sampleused in this study is hotel visitors who often do staycations during a pandemic. Thenumber of samples taken was 300 respondents. Researchers used the analytical methodused in this study, the Structural Equation Model (SEM), with the help of AMOS22software.The analysis results show that a Sense of Presence has a positive effect onExperience Quality, Experience Quality has a positive impact on Experiential Trust & Commitment, and Experience Quality has no positive effect on Behavioral Intention. Experiential Trust & Commitment has a positive impact on Behavioral Intention.
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