Pengaruh Jenis Sumber, Jenis Iklan, Status Hijau, dan Segmen Hotel pada Efektivitas Iklan

Anandata, Galuh (2023) Pengaruh Jenis Sumber, Jenis Iklan, Status Hijau, dan Segmen Hotel pada Efektivitas Iklan. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Meningkatnya kunjungan pariwisata Indonesia, membuat bidang usaha yang berhubungan dengan pariwisata seperti akomodasi juga terus meningkat setiap tahunnya. Tidak terkecuali bidang usaha perhotelan berbintang. Dipastikan limbah yang dihasilkan industri perhotelan juga ikut meningkat setiap tahunnya. Mendukung pemerintah dalam mengembangkan Tourism Sustainable (wisata berkelanjutan), penelitian ini bertujuan untuk memperluas pengetahuan mengenai efektivitas iklan hotel terhadap perilaku konsumen dalam industri perhotelan. Bagaimana sikap para konsumen terhadap iklan dan hotel yang menggunakan dua jenis sumber yang berbeda, dua media iklan berbeda, status hijau yang digunakan sebagai strategi periklanan, dan dua segmen hotel yang berbeda pada minat pembelian. Eksperimen faktorial design digunakan pada penelitian ini yang terdiri dari 2 jenis sumber (Government vs. Celebrity) x 2 jenis iklan (Image vs. video) x 2 status hijau (green vs. non-green) x 2 segmen Hotel (Luxury vs. Budget). Desain ini dikembangkan untuk mengetahui apakah terdapat pengaruh yang berbeda pada efektivitas periklanan yang dioperasionalkan sebagai Attitude Toward the Advertising (Aad) dan Attitude Toward the Hotel (Ahot) sebagai variabel intervening. Purchase intention (PI) sebagai variabel dependen. Data penelitian ini akan dikumpulkan menggunakan kuesioner dan disebarkan secara online, kemudian diuji menggunakan Multivariate analysis of variance (MANOVA), Analysis of Variance (ANOVA), dan Partial Least Square – Structural Equation Modeling (PLS-SEM). Hasil analisis MANOVA menunjukkan bahwa iklan yang menggunakan video berpengaruh signifikan pada attitude toward the hotel, dan source types selebriti berpengaruh signifikan pada attitude toward the advertising. Hasil analisis ANOVA menunjukkan bahwa source types pemerintah dan hotel segmen luxury berpengaruh secara signifikan pada purchase intention. Hasil Analisis PLS-SEM menunjukkan bahwa attitude toward the advertising dan attitude toward hotel berhubungan secara positif pada purchase intention. Sedangkan green status tidak mempengaruhi efektivitas iklan secara signifikan.

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The increasing tourism visits to Indonesia have led to a continuous growth in related industries such as accommodation. This includes the star-rated hotel sector, which also generates increasing amounts of waste each year. Supporting the government's efforts in developing sustainable tourism, this research aims to expand knowledge on the effectiveness of hotel advertisements on consumer behavior in the hotel industry. This study explores consumer attitudes towards advertisements and hotels that use two different sources, two different advertising media, green status as an advertising strategy, and two different hotel segments in terms of purchase intention. A factorial design experiment is employed in this research, consisting of 2 source types (Government vs. Celebrity) x 2 advertisement types (Image vs. Video) x 2 green statuses (green vs. non-green) x 2 hotel segments (Luxury vs. Budget). This design is developed to determine whether there are different effects on the operationalized advertising effectiveness measured by Attitude Toward the Advertising (Aad) and Attitude Toward the Hotel (Ahot) as intervening variables, with Purchase Intention (PI) as the dependent variable. Data for this study will be collected using a questionnaire distributed online, and then analyzed using Multivariate Analysis of Variance (MANOVA), Analysis of Variance (ANOVA), and Partial Least Squares - Structural Equation Modeling (PLS-SEM). The MANOVA results indicate that video advertisements have a significant impact on attitude toward the hotel, while celebrity source types significantly influence attitude toward the advertising. The ANOVA results show that government source types and luxury hotel segments have a significant impact on purchase intention. The PLS-SEM analysis reveals that attitude toward the advertising and attitude toward the hotel are positively related to purchase intention, while green status does not significantly affect the effectiveness of the advertisements.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Attitude Toward the Advertising, Attitude Toward the Hotel, dan Purchase intention, Green Advertising, Source Types, Advertising Types, ANOVA, MANOVA, PLS-SEM.
Subjects:	A General Works > AC Collections. Series. Collected works A General Works > AC Collections. Series. Collected works
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Galuh Anandata
Date Deposited:	01 Aug 2023 06:06
Last Modified:	01 Aug 2023 06:06
URI:	http://repository.its.ac.id/id/eprint/101108

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