s mpp 0707662 table of content
DAFTAR ISI
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 ................................................................................. 17
1.3 Tujuan Penelitian .................................................................................. 18
1.4 Kegunaan Penelitian ............................................................................. 18
BAB II
KAJIAN PUSTAKA, KERANGKA PEMIKIRAN DAN HIPOTESIS .... 20
2.1 Kajian Pustaka ...................................................................................... 20
2.1.1 Direct Marketing dalam Pemasaran Pariwisata ............................ 20
2.1.1.1 Konsep Pemasaran Pariwisata ......................................... 20
2.1.1.2 Direct Marketing bagian dalam Pemasaran Jasa ............. 23
2.1.1.3 Definisi Direct Marketing ................................................ 31
2.1.1.4 Dimensi Direct Marketing ............................................... 34
2.1.1.5 Dasar Pemikiran Direct Marketing .................................. 37
2.1.1.6 Manfaat Direct Marketing ............................................... 39
2.1.2 Keputusan Menggunakan Meeting Package ................................ 40
2.1.2.1 Perilaku Tamu Bisnis ....................................................... 42
2.1.2.2 Faktor-Faktor yang Mempengaruhi Keputusan
Menggunakan Meeting Package ...................................... 45
2.1.2.3 Jenis Perilaku Tamu Bisnis dalam Menggunakan
Meeting Package .............................................................. 47
2.1.2.4 Proses Keputusan Tamu Bisnis dalam Menggunakan
Meeting Package .............................................................. 49
Gelar Maulana Fahlevi, 2012
Pengaruh Program Direct Marketing Terhadap Keputusan Menggunakan Meeting Package Di
Golden Flower Hotel Bandung
Universitas Pendidikan Indonesia | repository.upi.edu
2.1.3 Pengaruh Direct Marketing terhadap Keputusan
Menggunakan Meeting Package .................................................. 52
2.1.4 Orisinilitas Penelitian ................................................................... 55
2.2 Kerangka Pemikiran .............................................................................. 57
2.3 Hipotesis ............................................................................................... 64
BAB III
OBJEK DAN METODE PENELITIAN .................................................... 68
3.1 Objek Penelitian .................................................................................... 68
3.2 Metodologi Penelitian ........................................................................... 69
3.2.1 Jenis Penelitian dan Metode yang Digunakan ............................. 69
3.2.2 Operasionalisasi Variabel ............................................................ 70
3.2.3 Jenis dan Sumber Data ................................................................. 74
3.2.4 Populasi, Sampel dan Teknik Sampling ...................................... 75
3.2.4.1 Populasi ............................................................................ 75
3.2.4.2 Sampel .............................................................................. 76
3.2.4.3 Teknik Sampling .............................................................. 77
3.2.5 Teknik Pengumpulan Data ........................................................... 78
3.2.6 Pengujian Validitas dan Reliabilitas ............................................ 80
3.2.6.1 Pengujian Validitas .......................................................... 80
3.2.6.2 Pengujian Reliabilitas ...................................................... 85
3.2.7 Rancana Analisis .......................................................................... 87
3.2.7.1 Rancangan Analisis Data Deskriptif ................................ 87
3.2.7.2 Rancangan Analisis Data Verifikatif .............................. 87
3.2.7.2 Pengujian Hipotesis ......................................................... 89
BAB IV
HASIL PENELITIAN DAN PEMBAHASAN .......................................... 96
4.1 Profil Perusahaan dan Tamu Bisnis Golden Flower Hotel Bandung .... 96
4.1.1 Profil Perusahaan ......................................................................... 96
4.1.1.1 Identitas Perusahaan ......................................................... 96
4.1.1.2 Sejarah Singkat Perusahaan ............................................. 96
4.1.1.3 Produk dan Jasa yang Ditawarkan ................................... 97
4.1.2 Profil Tamu Bisnis Golden Flower Hotel Bandung ..................... 99
4.1.2.1 Profil Tamu Bisnis Berdasarkan Jenis Tamu ................... 99
Gelar Maulana Fahlevi, 2012
Pengaruh Program Direct Marketing Terhadap Keputusan Menggunakan Meeting Package Di
Golden Flower Hotel Bandung
Universitas Pendidikan Indonesia | repository.upi.edu
4.1.2.2 Jenis Tamu Bisnis Berdasarkan Jenis Kelamin dan
Usia .................................................................................. 101
4.1.2.3 Jenis Tamu Bisnis Berdasarkan Pendidikan Terakhir ..... 102
4.1.2.4 Jenis Tamu Bisnis Berdasarkan Jumlah Rata-Rata
Meeting Di Golden Flower Hotel Bandung Per Tahun
dan Jumlah Rata-Rata Peserta Meeting ............................ 104
4.1.2.5 Jenis Tamu Bisnis Berdasarkan Jenis Meeting
Package yang Digunakan di Golden Flower Hotel
Bandung Per Tahun dan Jumlah Rata-Rata
Pengeluaran Meeting ........................................................ 105
4.2 Tanggapan Tamu Bisnis Yang Menggunakan Meeting Package Di
Golden Flower Hotel Bandung Terhadap Direct Marketing ................. 107
4.2.1 Karakteristik Direct Selling Di Golden Flower Hotel
Bandung ....................................................................................... 108
4.2.2 Karakteristik Direct Mail Di Golden Flower Hotel Bandung ...... 110
4.2.3 Karakteristik Telemarketing Di Golden Flower Hotel
Bandung ....................................................................................... 112
4.2.4 Rekapitulasi Hasil Tanggapan Tamu bisnis Hotel Terhadap
Direct Marketing Golden Flower Hotel Bandung ........................ 114
4.3 Keputusan Menggunakan Meeting Package Tamu Bisnis Golden
Flower Hotel Bandung .......................................................................... 115
4.3.1 Pemilihan Produk ......................................................................... 116
4.3.2 Pemilihan Merek .......................................................................... 117
4.3.3 Pemilihan Perantara ..................................................................... 118
4.3.4 Penentuan Waktu ......................................................................... 120
4.3.5 Jumlah Pemesanan ....................................................................... 121
4.3.6 Metode Pembayaran ..................................................................... 122
4.3.7 Rekapitulasi Hasil Tanggapan Tamu Bisnis Terhadap
Keputusan Menggunakan Meeting Package Di Golden
Flower Hotel Bandung ................................................................. 123
Gelar Maulana Fahlevi, 2012
Pengaruh Program Direct Marketing Terhadap Keputusan Menggunakan Meeting Package Di
Golden Flower Hotel Bandung
Universitas Pendidikan Indonesia | repository.upi.edu
4.4 Pengaruh Program Direct Marketing Terhadap Keputusan
Menggunakan Meeting Package Di Golden Flower Hotel Bandung ... 125
4.5 Implikasi Hasil Temuan Penelitian ....................................................... 130
4.5.1 Temuan Penelitian Bersifat Teoritik ............................................ 130
4.5.2 Temuan Penelitian Bersifat Empirik ............................................ 131
BAB V
KESIMPULAN DAN REKOMENDASI ................................................... 133
5.1 Kesimpulan ........................................................................................... 133
5.2 Rekomendasi ......................................................................................... 134
DAFTAR PUSTAKA .................................................................................................... xiv
LAMPIRAN .................................................................................................................. xviii
Gelar Maulana Fahlevi, 2012
Pengaruh Program Direct Marketing Terhadap Keputusan Menggunakan Meeting Package Di
Golden Flower Hotel Bandung
Universitas Pendidikan Indonesia | repository.upi.edu
DAFTAR TABEL
Tabel
1.1
Judul Tabel
Hal
Negara Penyelenggara MICE Internasional Asia-Pasifik Pada Tahun
2008 – 2010 .................................................................................................... 3
1.2
Daftar Hotel Di Kota Bandung Yang Menjual Meeting Facilities ................ 7
1.3
Daftar Meeting Rooms Golden Flower Hotel Bandung ................................. 9
1.4
Meeting Package Golden Flower Hotel Bandung ......................................... 11
1.5
Data Jumlah Event MICE Golden Flower Hotel Periode 2009 –
2011 ............................................................................................................... 12
1.6
Promosi Yang Dilakukan Golden Flower Hotel ............................................ 15
2.1
Definisi Direct Marketing Menurut Para Ahli ............................................... 33
2.2
Jenis-Jenis Tingkah Laku Keputusan Menggunakan Meeting Package ........ 48
2.3
Penelitian Terdahulu Yang Berkaitan Dengan Penelitian Yang Akan
Dilakukan ....................................................................................................... 55
3.1
Operasionalisasi Variabel .............................................................................. 75
3.2
Jenis dan Sumber Data ................................................................................... 71
3.3
Data Jumlah Tamu Bisnis Yang Menggunakan Meeting Package Golden
Flower Hotel Bandung ................................................................................... 76
3.4
Teknik Pengumpulan Data ............................................................................. 80
3.5
Interpretasi Nilai r .......................................................................................... 82
3.6
Hasil Uji Validitas Instrumen Penelitian ....................................................... 82
3.7
Hasil Uji Reliabilitas Instrumen Penelitian .................................................... 86
3.8
Skor Alternatif Jawaban Pertanyaan Positif & Negatif ................................. 88
4.1
Room Type Golden Flower Hotel Bandung ................................................... 98
4.2
Ballroom, Function Room, and Meeting Rooms Golden Flower Hotel
Bandung ......................................................................................................... 98
4.3
Jenis Tamu Bisnis Bersdasarkan Jenis Kelamin Dan Usia ............................ 101
4.4
Jenis Tamu Bisnis Berdasarkan Pendidikan Terakhir .................................... 103
4.5
Jenis Tamu Bisnis Berdasarkan Jumlah Rata-Rata Meeting di Golden
Flower Hotel Bandung Per Tahun dan Jumlah Rata-Rata Peserta Meeting ... 104
Gelar Maulana Fahlevi, 2012
Pengaruh Program Direct Marketing Terhadap Keputusan Menggunakan Meeting Package Di
Golden Flower Hotel Bandung
Universitas Pendidikan Indonesia | repository.upi.edu
4.6
Jenis Tamu Bisnis Berdasarkan Jenis Meeting Package yang Digunakan
di Golden Flower Hotel Bandung Per Tahun dan Jumlah Rata-Rata
Pengeluaran Meeting ...................................................................................... 106
4.7
Direct Selling Dalam Direct Marketing Golden Flower Hotel Bandung ...... 108
4.8
Direct Mail Dalam Direct Marketing Golden Flower Hotel Bandung .......... 110
4.9
Telemarketing Dalam Direct Marketing Golden Flower Hotel Bandung ...... 112
4.10
Relapitulasi Hasil Tanggapan Tamu Bisnis Golden Flower Hotel
Bandung Terhadap Direct Marketing ............................................................ 114
4.11
Keputusan Menggunakan Meeting Package Berdasarkan Pemilihan
Produk Golden Flower Hotel Bandung .......................................................... 116
4.12
Keputusan Menggunakan Meeting Package Berdasarkan Pemilihan
Merek Golden Flower Hotel Bandung ........................................................... 118
4.13
Keputusan Menggunakan Meeting Package Berdasarkan Pemilihan
Perantara Golden Flower Hotel Bandung ...................................................... 119
4.14
Keputusan Menggunakan Meeting Package Berdasarkan Penentuan
Waktu Golden Flower Hotel Bandung .......................................................... 120
4.15
Keputusan Menggunakan Meeting Package Berdasarkan Jumlah
Pemesanan Golden Flower Hotel Bandung ................................................... 122
4.16
Keputusan Menggunakan Meeting Package Berdasarkan Metode
Pembayaran Golden Flower Hotel Bandung ................................................. 123
4.17
Rekapitulasi Hasil Tanggapan Tamu Bisnis Terhadap Keputusan
Menggunakan Meeting Package Di Golden Flower Hotel Bandung ............ 124
4.18
Pengaruh Program Direct Marketing Terhadap Keputusan Menggunakan
Meeting package Di Golden Flower Hotel Bandung ..................................... 126
4.19
Uji Keseluruhan (Uji F) ................................................................................. 127
4.20
Pengujian Parsial ............................................................................................ 127
4.21
Hasil Pengujian Koefisien Jalur, Pengaruh Langsung Dan Tidak
Langsung Dari Direct Marketing Terhadap Keputusan Menggunakan
Meeting Package ............................................................................................ 129
Gelar Maulana Fahlevi, 2012
Pengaruh Program Direct Marketing Terhadap Keputusan Menggunakan Meeting Package Di
Golden Flower Hotel Bandung
Universitas Pendidikan Indonesia | repository.upi.edu
DAFTAR GAMBAR
Gambar
Judul Gambar
Hal
1.1
Pertumbuhan Industri MICE Di Kota Bandung Tahun 2007 – 2010 ............ 5
2.1
Diagram Segitiga Pemasaran Jasa ................................................................. 27
2.2
Manfaat Direct Marketing Dilihat Dari Perspektif Pelanggan ...................... 40
2.3
Model Perilaku Tamu Bisnis ......................................................................... 43
2.4
Model Perilaku Pembelian ............................................................................. 46
2.5
Proses Keputusan Pembelian Model Lima Tahap ......................................... 49
2.6
Kerangka Pemikiran Pengaruh Program Direct Marketing Terhadap
Keputusan Menggunakan Meeting Package .................................................. 63
2.7
Paradigma Penelitian ..................................................................................... 64
3.1
Struktur Kausal Antara X Dan Y ................................................................... 90
3.2
Diagram Jalur Sub Hipotesis ......................................................................... 90
3.3
Diagram Jalur Sub Hipotesis X Terhadap Y .................................................. 91
4.1
Jenis Tamu Bisnis Golden Flower Hotel Bandung ........................................ 100
4.2
Direct Marketing Golden Flower Hotel Bandung ......................................... 107
4.3
Keputusan Menggunakan Meeting Package Di Golden Flower Hotel
Bandung ......................................................................................................... 115
4.4
Diagram Jalur Analisis Pengujian Hipotesis X Terhadap Y .......................... 128
Gelar Maulana Fahlevi, 2012
Pengaruh Program Direct Marketing Terhadap Keputusan Menggunakan Meeting Package Di
Golden Flower Hotel Bandung
Universitas Pendidikan Indonesia | repository.upi.edu
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 ................................................................................. 17
1.3 Tujuan Penelitian .................................................................................. 18
1.4 Kegunaan Penelitian ............................................................................. 18
BAB II
KAJIAN PUSTAKA, KERANGKA PEMIKIRAN DAN HIPOTESIS .... 20
2.1 Kajian Pustaka ...................................................................................... 20
2.1.1 Direct Marketing dalam Pemasaran Pariwisata ............................ 20
2.1.1.1 Konsep Pemasaran Pariwisata ......................................... 20
2.1.1.2 Direct Marketing bagian dalam Pemasaran Jasa ............. 23
2.1.1.3 Definisi Direct Marketing ................................................ 31
2.1.1.4 Dimensi Direct Marketing ............................................... 34
2.1.1.5 Dasar Pemikiran Direct Marketing .................................. 37
2.1.1.6 Manfaat Direct Marketing ............................................... 39
2.1.2 Keputusan Menggunakan Meeting Package ................................ 40
2.1.2.1 Perilaku Tamu Bisnis ....................................................... 42
2.1.2.2 Faktor-Faktor yang Mempengaruhi Keputusan
Menggunakan Meeting Package ...................................... 45
2.1.2.3 Jenis Perilaku Tamu Bisnis dalam Menggunakan
Meeting Package .............................................................. 47
2.1.2.4 Proses Keputusan Tamu Bisnis dalam Menggunakan
Meeting Package .............................................................. 49
Gelar Maulana Fahlevi, 2012
Pengaruh Program Direct Marketing Terhadap Keputusan Menggunakan Meeting Package Di
Golden Flower Hotel Bandung
Universitas Pendidikan Indonesia | repository.upi.edu
2.1.3 Pengaruh Direct Marketing terhadap Keputusan
Menggunakan Meeting Package .................................................. 52
2.1.4 Orisinilitas Penelitian ................................................................... 55
2.2 Kerangka Pemikiran .............................................................................. 57
2.3 Hipotesis ............................................................................................... 64
BAB III
OBJEK DAN METODE PENELITIAN .................................................... 68
3.1 Objek Penelitian .................................................................................... 68
3.2 Metodologi Penelitian ........................................................................... 69
3.2.1 Jenis Penelitian dan Metode yang Digunakan ............................. 69
3.2.2 Operasionalisasi Variabel ............................................................ 70
3.2.3 Jenis dan Sumber Data ................................................................. 74
3.2.4 Populasi, Sampel dan Teknik Sampling ...................................... 75
3.2.4.1 Populasi ............................................................................ 75
3.2.4.2 Sampel .............................................................................. 76
3.2.4.3 Teknik Sampling .............................................................. 77
3.2.5 Teknik Pengumpulan Data ........................................................... 78
3.2.6 Pengujian Validitas dan Reliabilitas ............................................ 80
3.2.6.1 Pengujian Validitas .......................................................... 80
3.2.6.2 Pengujian Reliabilitas ...................................................... 85
3.2.7 Rancana Analisis .......................................................................... 87
3.2.7.1 Rancangan Analisis Data Deskriptif ................................ 87
3.2.7.2 Rancangan Analisis Data Verifikatif .............................. 87
3.2.7.2 Pengujian Hipotesis ......................................................... 89
BAB IV
HASIL PENELITIAN DAN PEMBAHASAN .......................................... 96
4.1 Profil Perusahaan dan Tamu Bisnis Golden Flower Hotel Bandung .... 96
4.1.1 Profil Perusahaan ......................................................................... 96
4.1.1.1 Identitas Perusahaan ......................................................... 96
4.1.1.2 Sejarah Singkat Perusahaan ............................................. 96
4.1.1.3 Produk dan Jasa yang Ditawarkan ................................... 97
4.1.2 Profil Tamu Bisnis Golden Flower Hotel Bandung ..................... 99
4.1.2.1 Profil Tamu Bisnis Berdasarkan Jenis Tamu ................... 99
Gelar Maulana Fahlevi, 2012
Pengaruh Program Direct Marketing Terhadap Keputusan Menggunakan Meeting Package Di
Golden Flower Hotel Bandung
Universitas Pendidikan Indonesia | repository.upi.edu
4.1.2.2 Jenis Tamu Bisnis Berdasarkan Jenis Kelamin dan
Usia .................................................................................. 101
4.1.2.3 Jenis Tamu Bisnis Berdasarkan Pendidikan Terakhir ..... 102
4.1.2.4 Jenis Tamu Bisnis Berdasarkan Jumlah Rata-Rata
Meeting Di Golden Flower Hotel Bandung Per Tahun
dan Jumlah Rata-Rata Peserta Meeting ............................ 104
4.1.2.5 Jenis Tamu Bisnis Berdasarkan Jenis Meeting
Package yang Digunakan di Golden Flower Hotel
Bandung Per Tahun dan Jumlah Rata-Rata
Pengeluaran Meeting ........................................................ 105
4.2 Tanggapan Tamu Bisnis Yang Menggunakan Meeting Package Di
Golden Flower Hotel Bandung Terhadap Direct Marketing ................. 107
4.2.1 Karakteristik Direct Selling Di Golden Flower Hotel
Bandung ....................................................................................... 108
4.2.2 Karakteristik Direct Mail Di Golden Flower Hotel Bandung ...... 110
4.2.3 Karakteristik Telemarketing Di Golden Flower Hotel
Bandung ....................................................................................... 112
4.2.4 Rekapitulasi Hasil Tanggapan Tamu bisnis Hotel Terhadap
Direct Marketing Golden Flower Hotel Bandung ........................ 114
4.3 Keputusan Menggunakan Meeting Package Tamu Bisnis Golden
Flower Hotel Bandung .......................................................................... 115
4.3.1 Pemilihan Produk ......................................................................... 116
4.3.2 Pemilihan Merek .......................................................................... 117
4.3.3 Pemilihan Perantara ..................................................................... 118
4.3.4 Penentuan Waktu ......................................................................... 120
4.3.5 Jumlah Pemesanan ....................................................................... 121
4.3.6 Metode Pembayaran ..................................................................... 122
4.3.7 Rekapitulasi Hasil Tanggapan Tamu Bisnis Terhadap
Keputusan Menggunakan Meeting Package Di Golden
Flower Hotel Bandung ................................................................. 123
Gelar Maulana Fahlevi, 2012
Pengaruh Program Direct Marketing Terhadap Keputusan Menggunakan Meeting Package Di
Golden Flower Hotel Bandung
Universitas Pendidikan Indonesia | repository.upi.edu
4.4 Pengaruh Program Direct Marketing Terhadap Keputusan
Menggunakan Meeting Package Di Golden Flower Hotel Bandung ... 125
4.5 Implikasi Hasil Temuan Penelitian ....................................................... 130
4.5.1 Temuan Penelitian Bersifat Teoritik ............................................ 130
4.5.2 Temuan Penelitian Bersifat Empirik ............................................ 131
BAB V
KESIMPULAN DAN REKOMENDASI ................................................... 133
5.1 Kesimpulan ........................................................................................... 133
5.2 Rekomendasi ......................................................................................... 134
DAFTAR PUSTAKA .................................................................................................... xiv
LAMPIRAN .................................................................................................................. xviii
Gelar Maulana Fahlevi, 2012
Pengaruh Program Direct Marketing Terhadap Keputusan Menggunakan Meeting Package Di
Golden Flower Hotel Bandung
Universitas Pendidikan Indonesia | repository.upi.edu
DAFTAR TABEL
Tabel
1.1
Judul Tabel
Hal
Negara Penyelenggara MICE Internasional Asia-Pasifik Pada Tahun
2008 – 2010 .................................................................................................... 3
1.2
Daftar Hotel Di Kota Bandung Yang Menjual Meeting Facilities ................ 7
1.3
Daftar Meeting Rooms Golden Flower Hotel Bandung ................................. 9
1.4
Meeting Package Golden Flower Hotel Bandung ......................................... 11
1.5
Data Jumlah Event MICE Golden Flower Hotel Periode 2009 –
2011 ............................................................................................................... 12
1.6
Promosi Yang Dilakukan Golden Flower Hotel ............................................ 15
2.1
Definisi Direct Marketing Menurut Para Ahli ............................................... 33
2.2
Jenis-Jenis Tingkah Laku Keputusan Menggunakan Meeting Package ........ 48
2.3
Penelitian Terdahulu Yang Berkaitan Dengan Penelitian Yang Akan
Dilakukan ....................................................................................................... 55
3.1
Operasionalisasi Variabel .............................................................................. 75
3.2
Jenis dan Sumber Data ................................................................................... 71
3.3
Data Jumlah Tamu Bisnis Yang Menggunakan Meeting Package Golden
Flower Hotel Bandung ................................................................................... 76
3.4
Teknik Pengumpulan Data ............................................................................. 80
3.5
Interpretasi Nilai r .......................................................................................... 82
3.6
Hasil Uji Validitas Instrumen Penelitian ....................................................... 82
3.7
Hasil Uji Reliabilitas Instrumen Penelitian .................................................... 86
3.8
Skor Alternatif Jawaban Pertanyaan Positif & Negatif ................................. 88
4.1
Room Type Golden Flower Hotel Bandung ................................................... 98
4.2
Ballroom, Function Room, and Meeting Rooms Golden Flower Hotel
Bandung ......................................................................................................... 98
4.3
Jenis Tamu Bisnis Bersdasarkan Jenis Kelamin Dan Usia ............................ 101
4.4
Jenis Tamu Bisnis Berdasarkan Pendidikan Terakhir .................................... 103
4.5
Jenis Tamu Bisnis Berdasarkan Jumlah Rata-Rata Meeting di Golden
Flower Hotel Bandung Per Tahun dan Jumlah Rata-Rata Peserta Meeting ... 104
Gelar Maulana Fahlevi, 2012
Pengaruh Program Direct Marketing Terhadap Keputusan Menggunakan Meeting Package Di
Golden Flower Hotel Bandung
Universitas Pendidikan Indonesia | repository.upi.edu
4.6
Jenis Tamu Bisnis Berdasarkan Jenis Meeting Package yang Digunakan
di Golden Flower Hotel Bandung Per Tahun dan Jumlah Rata-Rata
Pengeluaran Meeting ...................................................................................... 106
4.7
Direct Selling Dalam Direct Marketing Golden Flower Hotel Bandung ...... 108
4.8
Direct Mail Dalam Direct Marketing Golden Flower Hotel Bandung .......... 110
4.9
Telemarketing Dalam Direct Marketing Golden Flower Hotel Bandung ...... 112
4.10
Relapitulasi Hasil Tanggapan Tamu Bisnis Golden Flower Hotel
Bandung Terhadap Direct Marketing ............................................................ 114
4.11
Keputusan Menggunakan Meeting Package Berdasarkan Pemilihan
Produk Golden Flower Hotel Bandung .......................................................... 116
4.12
Keputusan Menggunakan Meeting Package Berdasarkan Pemilihan
Merek Golden Flower Hotel Bandung ........................................................... 118
4.13
Keputusan Menggunakan Meeting Package Berdasarkan Pemilihan
Perantara Golden Flower Hotel Bandung ...................................................... 119
4.14
Keputusan Menggunakan Meeting Package Berdasarkan Penentuan
Waktu Golden Flower Hotel Bandung .......................................................... 120
4.15
Keputusan Menggunakan Meeting Package Berdasarkan Jumlah
Pemesanan Golden Flower Hotel Bandung ................................................... 122
4.16
Keputusan Menggunakan Meeting Package Berdasarkan Metode
Pembayaran Golden Flower Hotel Bandung ................................................. 123
4.17
Rekapitulasi Hasil Tanggapan Tamu Bisnis Terhadap Keputusan
Menggunakan Meeting Package Di Golden Flower Hotel Bandung ............ 124
4.18
Pengaruh Program Direct Marketing Terhadap Keputusan Menggunakan
Meeting package Di Golden Flower Hotel Bandung ..................................... 126
4.19
Uji Keseluruhan (Uji F) ................................................................................. 127
4.20
Pengujian Parsial ............................................................................................ 127
4.21
Hasil Pengujian Koefisien Jalur, Pengaruh Langsung Dan Tidak
Langsung Dari Direct Marketing Terhadap Keputusan Menggunakan
Meeting Package ............................................................................................ 129
Gelar Maulana Fahlevi, 2012
Pengaruh Program Direct Marketing Terhadap Keputusan Menggunakan Meeting Package Di
Golden Flower Hotel Bandung
Universitas Pendidikan Indonesia | repository.upi.edu
DAFTAR GAMBAR
Gambar
Judul Gambar
Hal
1.1
Pertumbuhan Industri MICE Di Kota Bandung Tahun 2007 – 2010 ............ 5
2.1
Diagram Segitiga Pemasaran Jasa ................................................................. 27
2.2
Manfaat Direct Marketing Dilihat Dari Perspektif Pelanggan ...................... 40
2.3
Model Perilaku Tamu Bisnis ......................................................................... 43
2.4
Model Perilaku Pembelian ............................................................................. 46
2.5
Proses Keputusan Pembelian Model Lima Tahap ......................................... 49
2.6
Kerangka Pemikiran Pengaruh Program Direct Marketing Terhadap
Keputusan Menggunakan Meeting Package .................................................. 63
2.7
Paradigma Penelitian ..................................................................................... 64
3.1
Struktur Kausal Antara X Dan Y ................................................................... 90
3.2
Diagram Jalur Sub Hipotesis ......................................................................... 90
3.3
Diagram Jalur Sub Hipotesis X Terhadap Y .................................................. 91
4.1
Jenis Tamu Bisnis Golden Flower Hotel Bandung ........................................ 100
4.2
Direct Marketing Golden Flower Hotel Bandung ......................................... 107
4.3
Keputusan Menggunakan Meeting Package Di Golden Flower Hotel
Bandung ......................................................................................................... 115
4.4
Diagram Jalur Analisis Pengujian Hipotesis X Terhadap Y .......................... 128
Gelar Maulana Fahlevi, 2012
Pengaruh Program Direct Marketing Terhadap Keputusan Menggunakan Meeting Package Di
Golden Flower Hotel Bandung
Universitas Pendidikan Indonesia | repository.upi.edu