PENGARUH STRATEGI DIVERSIFIKASI PRODUK TERHADAP KEPUTUSAN MENGINAP DI HOTEL GRAND ROYAL PANGHEGAR BANDUNG: Survei pada tamu yang menginap di Hotel Grand Royal Panghegar Bandung

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(1)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 Latar Belakang Penelitian............................................................................. 1. 1.2 Rumusan Masalah......................................................................................... 14. 1.3 Tujuan dan Kegunaan................................................................................... 14 1.4 Kegunaan Penelitian..................................................................................... 15 BAB II KAJIAN PUSTAKA, KERANGKA PEMIKIRAN DAN HIPOTESIS 2.1 Kajian Pustaka............................................................................................... 16 2.1.1 Strategi Diversifikasi Produk Dalam Industri Hotel................................ 16. 2.1.1.1 Konsep Strategi Pemasaran................................................................ 16. 2.1.1.2 Konsep Strategi Produk..................................................................... 21 2.1.1.3 Konsep Strategi Diversifikasi Produk................................................ 29. 2.1.1.4 Tujuan Strategi Diversifikasi Produk................................................. 31. 2.1.1.5. Manfaat Strategi Diversifikasi Produk.............................................. 32. 2.1.1.6. Konsep Hotel.................................................................................... 34. 2.1.2 Keputusan Menginap............................................................................... 36 2.1.2.1 Konsep Perilaku Tamu....................................................................... 36. 2.1.2.2 Model Pengambilan Keputusan Tamu............................................... 38. 2.1.2.3 Jenis Keputusan Tamu....................................................................... 41. 2.1.2.4 Konsep Keputusan Menginap............................................................ 43. 2.1.2.5 Sistem Keputusan Menginap............................................................. 45 vii. Dede Rosihan Anwar, 2013 Pengaruh Strategi Divesifikasi Produk Terhadap Keputusan Menginap Di Hotel Grand Royal Panghegar Bandung Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu.

(2) 2.1.2.6 Faktor-Faktor Yang Mempengaruhi Keputusan Menginap............... 46. 2.1.2.7 Model Keputusan Menginap.............................................................. 52. 2.1.3 Pengaruh Strategi Diversifikasi Produk Terhadap Keputusan Menginap................................................................................................ 56 2.1.4 Resume Penelitian Sebelumnya dan Orisinilitas Penelitian.................... 57 2.2 Kerangka Pemikiran....................................................................................... 58. 2.3 Hipotesis........................................................................................................ 63 BAB III OBJEK PENELITIAN DAN METODOLOGI PENELITIAN 3.1 Objek Penelitian............................................................................................. 65. 3.2 Metode Penelitian.......................................................................................... 66 3.2.1 Jenis Penelitian dan Metode yang Digunakan......................................... 66 3.2.2 Operasionalisasi Variabel........................................................................ 67 3.2.3 Jenis dan Sumber Data............................................................................. 71. 3.2.4 Populasi, Sampel dan Teknik Sampling.................................................. 73 3.2.4.1 Populasi.............................................................................................. 73. 3.2.4.2 Sampel............................................................................................... 75. 3.2.4.3 Teknik Sampel................................................................................... 76 3.2.5 Teknik Pengumpulan Data....................................................................... 78. 3.2.6 Pengujian Validitas dan Reliabilitas........................................................ 78 3.2.6.1 Hasil Pengujian Validitas................................................................... 79. 3.2.6.2 Hasil Pengujian Reliabilitas............................................................... 83. 3.2.7 Rancangan Analisis Data dan Pengujian Hipotesis................................. 86 3.2.7.1 Rancangan Analisis Deskrpitif........................................................... 87. 3.2.7.2 Rancangan Pengujian Hipotesis......................................................... 88. 3.2.8 Pengujian Hipotesis................................................................................. 90 BAB IV HASIL PENELITIAN DAN PEMBAHASAN 4.1 Profil Hotel Grand Royal Panghegar dan Tamu Yang Menginap................. 93 4.1.1 Profil Hotel Grand Royal Panghegar....................................................... 93 4.1.1.1 Identitas Hotel Grand Royal Panghegar............................................. 93. 4.1.1.2 Sejarah Singkat Hotel Grand Royal Panghegar................................. 94. viii. Dede Rosihan Anwar, 2013 Pengaruh Strategi Divesifikasi Produk Terhadap Keputusan Menginap Di Hotel Grand Royal Panghegar Bandung Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu.

(3) 4.1.1.3 Produk dan Jasa Yang Ditawarkan.................................................... 96 4.1.2 Profil Tamu Hotel Grand Royal Panghegar............................................. 98. 4.1.2.1 Identitas Responden......................................................................... 98. 4.1.2.2 Pengalaman Responden................................................................... 105 4.2 Gambaran Strategi Diversifikasi Produk Hotel Grand Royal Panghegar.. 115. 4.2.1 Diversifikasi Konsentris......................................................................... 116. 4.2.2 Diversifikasi Horisontal......................................................................... 119. 4.2.3 Rekapitulasi Gambaran Strategi Diversifikasi Produk Hotel Grand Royal Panghegar.................................................................................... 123 4.3 Gambaran Keputusan Menginap Di Hotel Grand Royal Panghegar............ 125 4.3.1 Pemilihan Produk.................................................................................... 125. 4.3.2 Pemilihan Merek .................................................................................... 127. 4.3.3 Pemilihan Saluran Pemesanan Kamar.................................................... 129 4.3.4 Waktu Menginap..................................................................................... 131. 4.3.5 Metode Pembayaran................................................................................ 133. 4.3.6 Rekapitulasi Gambaran Keputusan Menginap Di Hotel Grand Royal Panghegar................................................................................................ 135. 4.4 Pengujian Hipotesis Pengaruh Strategi Diversifikasi Produk Terhadap Keputusan Menginap Di Hotel Grand Royal Panghegar.............................. 138. 4.4.1 Kriteria Pengujian................................................................................... 138 4.4.2 Uji Analisis Regresi Berganda ............................................................... 138. 4.4.3 Uji Hipotesis........................................................................................... 140 4.4.3.1 Uji T.................................................................................................. 141. 4.4.3.2 Uji F.................................................................................................. 142 4.4.4 Koefisien Determinasi............................................................................ 143 4.5 Implikasi Hasil Temuan Penelitian............................................................... 144. 4.5.1 Temuan Yang Bersifat Teoritis............................................................... 144. 4.5.2 Temuan Yang Bersifat Empiris............................................................... 145. BAB V KESIMPULAN DAN REKOMENDASI 5.1 Kesimpulan..................................................................................................... 147 ix. Dede Rosihan Anwar, 2013 Pengaruh Strategi Divesifikasi Produk Terhadap Keputusan Menginap Di Hotel Grand Royal Panghegar Bandung Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu.

(4) 5.2 Rekomendasi................................................................................................... 148. DAFTAR PUSTAKA................................................................................................ 150. LAMPIRAN-LAMPIRAN. x. Dede Rosihan Anwar, 2013 Pengaruh Strategi Divesifikasi Produk Terhadap Keputusan Menginap Di Hotel Grand Royal Panghegar Bandung Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu.

(5) DAFTAR TABEL No.. Judul Tabel. Hal.. 1.1. Jumlah Kunjungan Wisatawan Ke Indonesia.............................................. 1.2. Jumlah Hotel Berbintang Di Kota Bandung Tahun 2008–2012................. 7. 1.3. Daftar Hotel Bintang Lima Di Kota Bandung............................................. 8. 1.4. Tingkat Hunian Kamar Hotel Hotel Grand Royal Panghegar..................... 9. 1.5. Revenue Per Segment.................................................................................. 10. 1.6. Strategi Diversifikasi Produk Hotel Grand Royal Panghegar..................... 13. 2.1. Ciri Tahapan Siklus Kehidupan Usaha Produk........................................... 26. 2.2. Penelitian Yang Berkaitan Dengan Pengaruh Strategi Diversifikasi. 3. Produk......................................................................................................... 57 3.1. Operasionalisasi Variabel........................................................................... 68. 3.2. Jenis dan Sumber Data................................................................................ 73. 3.3. Populasi Grand Royal Panghegar Hotel...................................................... 74. 3.4. Intrepretasi Besarnya Koefisien Korelasi.................................................... 80. 3.5. Hasil Pengujian Validitas............................................................................ 81. 3.6. Hasil Uji Reliabilitas Instrumen Penelitian................................................. 85. 3.7. Skor Alternatif Jawaban Item Pertanyaan Variabel X dan Y...................... 87. 4.1. Karakteristik Tamu Hotel Grand Royal Panghegar Dilihat Dari Jenis Kelamin....................................................................................................... 98. 4.2. Karakteristik Tamu Hotel Grand Royal Panghegar Dilihat Dari Usia........ 4.3. Karakteristik Tamu Hotel Grand Royal Panghegar Dilihat Dari. 99. Pendidikan Terakhir ................................................................................... 100 4.4. Karakteristik Tamu Hotel Grand Royal Panghegar Dilihat Dari Pekerjaan..................................................................................................... 101. 4.5. Karakteristik Tamu Hotel Grand Royal Panghegar Dilihat Dari Pendapatan.................................................................................................. xi. Dede Rosihan Anwar, 2013 Pengaruh Strategi Divesifikasi Produk Terhadap Keputusan Menginap Di Hotel Grand Royal Panghegar Bandung Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu. 103.

(6) 4.6. Karakteristik Tamu Hotel Grand Royal Panghegar Dilihat Dari Asal Tinggal......................................................................................................... 4.7. Pengalaman Responden Mendapatkan Informasi Tentang Hotel Grand Royal Panghegar.......................................................................................... 4.8. 104. 105. Pengalaman Responden Menginap Di Hotel Grand Royal Panghegar Selama Setahun........................................................................................... 106. 4.9. Pengalaman Responden Bagaimana Cara Memesan Kamar/Reservasi...... 4.10. Pengalaman Responden Bersama Siapa Menginap Di Hotel Grand Royal. 107. Panghegar.................................................................................................... 108 4.11. Pengalaman Responden Mengenai Tujuan Menginap Di Hotel Grand Royal Panghegar.......................................................................................... 4.12. Pengalaman Responden Mengenai Tipe Kamar Yang Dipilih Di Hotel Grand Royal Panghegar............................................................................... 4.13. 110. Pengalaman Responden Mengenai Fasilitas Yang Digunakan Selain Kamar Di Hotel Grand Royal Panghegar................................................... 4.14. 109. 112. Pengalaman Responden Menginap Selain Di Hotel Grand Royal Panghegar.................................................................................................... 113. 4.15. Pengalaman Responden Mengenai Alasan Menginap Di Hotel Grand Royal Panghegar.......................................................................................... 114. 4.16. Tanggapan Tamu Terhadap Diversifikasi Konsentris................................. 116. 4.17. Tanggapan Tamu Terhadap Diversifikasi Horisontal................................. 120. 4.18. Tanggapan Tamu Mengenai Strategi Diversifikasi Produk Di Hotel Grand Royal Panghegar............................................................................... 123. 4.19. Tanggapan Tamu Mengenai Pemilihan Produk.......................................... 125. 4.20. Tanggapan Tamu Terhadap Pemilihan Merek............................................ 127. 4.21. Tanggapan Tamu Mengenai Pemilihan Saluran Reservasi......................... 130. 4.22. Tanggapan Tamu Mengenai Waktu Menginap........................................... 132. 4.23. Tanggapan Tamu Mengenai Metode Pembayaran...................................... 134. 4.24. Tanggapan Tamu Mengenai Keputusan Menginap Di Hotel Grand Royal Panghegar......................................................................................... xii. Dede Rosihan Anwar, 2013 Pengaruh Strategi Divesifikasi Produk Terhadap Keputusan Menginap Di Hotel Grand Royal Panghegar Bandung Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu. 136.

(7) 4.25. Hasil Uji Analisis Regresi........................................................................... 139. 4.26. Hasil Uji T................................................................................................... 141. 4.27. Hasil Uji F................................................................................................... 142. 4.28. Koefisien Determinasi................................................................................. 143. DAFTAR GAMBAR No.. Judul Gambar. Hal.. 2.1. Tiga Tingkatan Produk.................................................................................. 24. 2.2. Siklus Kehidupan Usaha Produk................................................................... 26. 2.4. Sistem Keputusan Menginap......................................................................... 45. 2.5. Faktor-Faktor Yang Mempengaruhi Tingkah Laku Tamu............................ 47. 2.6. Faktor-Faktor Yang Mempengaruhi Keputusan Menginap........................... 2.7. Model Perilaku Tamu.................................................................................... 53. 2.8. Lima Tahap Proses Menginap Tamu............................................................. 2.9. Tahapan Antara Evaluasi Alternatif dan Keputusan Menginap................... 55. 2.10. Kerangka Pemikiran...................................................................................... 62. 2.11. Paradigma Strategi Diversifikasi Produk Terhadap Keputusan. 51. 54. Menginap....................................................................................................... 63 3.1. Diagram Jalur Hipotesis................................................................................ 91. 4.1. Karakteristik Tamu Hotel Grand Royal Panghegar Dilihat Dari Jenis Kelamin.......................................................................................................... 99. 4.2. Karakteristik Tamu Hotel Grand Royal Panghegar Dilihat Dari Usia.......... 100. 4.3. Karakteristik Tamu Hotel Grand Royal Panghegar Dilihat Dari Pendidikan Terakhir ...................................................................................... 4.4. Karakteristik Tamu Hotel Grand Royal Panghegar Dilihat Dari Pekerjaan........................................................................................................ 4.5. 4.6. 101. 102. Karakteristik Tamu Hotel Grand Royal Panghegar Dilihat Dari Pendapatan..................................................................................................... 103. Karakteristik Tamu Hotel Grand Royal Panghegar Dilihat Dari Asal. 104. xiii. Dede Rosihan Anwar, 2013 Pengaruh Strategi Divesifikasi Produk Terhadap Keputusan Menginap Di Hotel Grand Royal Panghegar Bandung Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu.

(8) Tinggal.......................................................................................................... 4.7. Pengalaman Responden Mendapatkan Informasi Tentang Hotel Grand Royal Panghegar............................................................................................ 4.8. 106. Pengalaman Responden Menginap Di Hotel Grand Royal Panghegar Selama Setahun.............................................................................................. 107. 4.9. Pengalaman Responden Bagaimana Cara Memesan Kamar/Reservasi........ 108. 4.10. Pengalaman Responden Bersama Siapa Menginap Di Hotel Grand Royal Panghegar...................................................................................................... 109. 4.11. Pengalaman Responden Mengenai Tujuan Menginap Di Hotel Grand Royal Panghegar............................................................................................ 4.12. Pengalaman Responden Mengenai Tipe Kamar Yang Dipilih Di Hotel Grand Royal Panghegar................................................................................. 4.13. 110. 111. Pengalaman Responden Mengenai Fasilitas Yang Digunakan Selain Kamar Di Hotel Grand Royal Panghegar...................................................... 113. 4.14. Pengalaman Responden Menginap Selain Di Hotel Grand Royal Panghegar...................................................................................................... 114. 4.15. Pengalaman Responden Mengenai Alasan Menginap Di Hotel Grand Royal Panghegar............................................................................................ xiv. Dede Rosihan Anwar, 2013 Pengaruh Strategi Divesifikasi Produk Terhadap Keputusan Menginap Di Hotel Grand Royal Panghegar Bandung Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu. 115.

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