Pengaruh soft total quality management terhadap perilaku konsumen dengan mediasi inovasi pada Amos Cozy Hotel dan Covention Hall Jakarta
P enelitian ini bertujuan untuk menganalisis pengaruh Soft Total Quality Management terhadap Perilaku Konsumen dengan mediasi Inovasi. Responden dalam penelitian ini berjumlah 109 responden dari manajer, staf dan konsumen Amos Cozy Hotel Dan Convention Hall Jakarta serta metode pengambilan sampel pada penelitian ini adalah purposive sampling serta menggunakan metode analisa data statistik deskriptif (rata-rata) dan Structural Equation Model (SEM). Pada penelitian ini diperoleh bahwa tidak terdapat pengaruh Soft Total Quality Management terhadap Inovasi, terdapat pengaruh positif Inovasi terhadap Perilaku Konsumen, terdapat pengaruh positif Soft Total Quality Management terhadap Perilaku Konsumen dan terdapat pengaruh Soft Total Quality Management terhadap Perilaku Konsumen dengan mediasi Inovasi.
T his study aims to analyze the influence of Soft Total Quality Management on Consumer Behavior with mediation of Innovation. Respondents in this study amounted to 109 respondents from managers, staff and consumers of Amos Cozy Hotel Dan Convention Hall Jakarta and sampling methods in this study were purposive sampling and using descriptive statistical data analysis methods (average) and Structural Equation Model (SEM). In this study, it was obtained that there is no influence of Soft Total Quality Management on Innovation, there is a positive influence of Innovation on Consumer Behavior, there is a positive influence of Soft Total Quality Management on Consumer Behavior and there is an influence of Soft Total Quality Management on Consumer Behavior with Mediation Innovation.