ANALISIS LAYANAN WEBSITE SEBAGAI MEDIA PROMOSI, MEDIA TRANSAKSI DAN MEDIA INFORMASI DAN PENGARUHNYA TERHADAP BRAND IMAGE PERUSAHAAN PADA HOTEL CIPUTRA DI KOTA SEMARANG
ANALISIS LAYANAN WEBSITE SEBAGAI MEDIA PROMOSI, MEDIA TRANSAKSI DAN MEDIA INFORMASI DAN PENGARUHNYA TERHADAP BRAND IMAGE PERUSAHAAN PADA HOTEL CIPUTRA DI KOTA SEMARANG
Abstract
Para pemilik merek yang sangat berkepentingan dengan brand image harus selalu meningkatkan dan mengembangkan cara-cara berpromosi agar brand image perusahaan selalu positif dan tinggi di mata pelanggan. Kondisi ini juga dialami salah satu pengelola hotel yaitu Hotel Ciputra yang ada di Kota Semarang. Salah satu cara yang dilakukan oleh pihak manajemen Hotel Ciputra agar brand image hotel ini tinggi di mata konsumen dan calon konsumen adalah membuat website perusahaan dengan tujuan untuk media promosi, media transaksi dan media informasi.
Tujuan diadakannya penelitian ini adalah untuk menganalisis signifikansi pengaruh layanan website sebagai media promosi (X1), media transaksi (X2) dan media informasi (X3) secara parsial dan simultan terhadap variabel terikat berupa brand image (Y) perusahaan pada Hotel Ciputra di Kota Semarang. Populasi dalam penelitian adalah para pelanggan dan calon konsumen Hotel Ciputra di Kota Semarang. Data diperoleh dari 100 responden yang dijadikan sampel dengan cara pengisian kuesioner. Untuk pembuktian hipotesis dan menarik kesimpulan, digunakan alat analisa regresi berganda, koefisien determinasi (R2), pengujian hipotesis secara parsial dengan T-test dan pengujian hipotesis secara simultan dengan F-test.
Berdasarkan analisa regeresi berganda diketahui bahwa variabel-variabel bebas mempunyai pengaruh positif yang searah dengan variabel terikat. Selanjutnya hasil analisis data diperoleh nilai R2 sebesar 78,1%, artinya 78,1% variasi variabel terikat dipengaruhi oleh variabel bebas. Sedangkan sisanya (21,9%) dipengaruhi oleh variabel lain diluar model. Hasil uji hipotesis baik parsial maupun simultan menunjukkan hasil analisis bahwa semuanya mendukung hipotesis yang diajukan yaitu variabel-variabel bebas berupa layanan website yang terdiri dari media promosi (X1), media transaksi (X2) dan media informasi (X3) berpengaruh signifikan baik secara parsial maupun simultan terhadap variabel terikat yaitu brand image (Y) perusahaan pada Hotel Ciputra di Kota Semarang.
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