Konsekuensi online experience pada pelanggan hotel
Info Katalog
File Repositori
Nomor Panggil : 2019_TA_MJ_022151186
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2019
Pembimbing 1 : Ganawati
Subyek : Marketing management - Brand credibility;Media promotion - Online experience
Kata Kunci : brand equity, offline experience, and online experience
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2019_TA_MJ_022151186_Halaman-Judul.pdf | ||
| 2. | 2019_TA_MJ_022151186_Bab-1.pdf | ||
| 3. | 2019_TA_MJ_022151186_Bab-2.pdf |
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| 4. | 2019_TA_MJ_022151186_Bab-3.pdf |
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| 5. | 2019_TA_MJ_022151186_Bab-4.pdf |
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| 6. | 2019_TA_MJ_022151186_Bab-5.pdf |
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| 7. | 2019_TA_MJ_022151186_Daftar-Pustaka.pdf | ||
| 8. | 2019_TA_MJ_022151186_Lampiran.pdf |
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P enelitian ini bertujuan menguji dan menganalisis pengaruh Online Experience dan Offline Experience terhadap Brand Equity konsumen yang telah mencari informasi dan memesan hotel Sheraton Grand Jakarta secara online minimal selama 6 bulan terakhir. Sampel yang digunakan dalam penelitian ini berjumlah 249 responden dan dikumpulkan dengan metode non probability dengan teknik purposive sampling. Pengujian dilakukan dengan menggunakan alat Structural Equation Model (SEM) yang dijalankan oleh program AMOS. Hasil dari penelitian ini adalah (1) Online Experience memiliki pengaruh terhadap Offline Experience, (2) Offline Experience memiliki pengaruh terhadap Brand Equity, (3) Online Experience memiliki pengaruh terhadap Brand Equity.
T his study examines and analyze the influence of the customer’s Online Experience and Offline Experience on brand equity from consumers who have sought information and booked Sheraton Grand Jakarta hotels online for at least the past 6 months. The sample used in this research amounted to 249 respondents and collected by non-probability methods with purposive sampling technique. The testing is conducted by using Structural Equation Model (SEM) tool run by the AMOS program. The results of this study are (1) Online Experience has an influence on Offline Experience, (2) Offline Experience has an influence on Brand Equity, (3) Online Experience has an influence on Brand Equity.
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