ANALISA PERBEDAAN KEPRIBADIAN MEREK DI HOTEL PADA TAUZIA GRUP

Ivana Ivana, Rachmat Kaze, Regina Jokom

Abstract


Abstrak - Penelitian ini bertujuan untuk menganalisa apakah ada perbedaan kepribadian merek pada hotel-hotel yang berada dalam satu manajemen yang sama. Penelitian ini melibatkan 300 konsumen yang pernah menginap di Hotel dalam Tauzia Grup. Jenis penelitian yang digunakan adalah deskriptif kuantitatif. Teknik pengolahan data dalam penelitian ini menggunakan KruskalWallis Test. Hasil dari penelitian ini menunjukkan bahwa adanya perbedaan kepribadian merek antara hotel-hotel dalam Tauzia grupKata Kunci: Efektivitas, Persepsi, Rekrutmen Tradisional, E-rekrutmen, Hotel.

 

Abstract - This study aims to analyze the differences of hotels’ brand personality of Tauzia Group. The study involved 300 guest that have ever stayed in hotels of Tauzia Group. This research using descriptive qualitative method. Data processing techniques in this study was KruskalWallis Test. The results showed there are differences of brand personality dimensions between hotels of Tauzia Group.

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Keywords: Brand Personality, Tauzia Group, Harris Hotel, POP Hotel, Yello Hotel


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References


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