PENGARUH SIKAP MEREK DAN KEPRIBADIAN MEREK PADA KEPUASAN DAN DAMPAKNYA TERHADAP MINAT BERKUNJUNG ULANG KE PENGINAPAN HAMFAH DI KARIMUNJAWA

Abstract

Globalization era that expands through the world promises an opportunities and threatness, in one side it can expand the market of products, goods and services market that is increasingly open, more accessible and more innovative. On the other hand the state has created an increasingly sharp competition, and higher intensity of competition. Companies that is capable in market competition are companies that can provide a product or service quality, so the company required to continue to make improvements, especially in its services. It is intended that all goods or services being offered will have a good place in the consumer society view, or can create a customer satisfaction. As one of the types of business services, homestay also have to follow the trend, homestay has to give the best sevice to their customers, such as through brand attitude and brand personality creating to increase consumer satisfaction and intention to visit. This study aims to analyze the influence of brand attitude and brand personality to satisfaction and its impact to intention to visit. Measurements performed on the study variables such as: brand attitude, brand personality, satisfaction and intention to visit, by determining how much they influence each other. The analysis used is descriptive analysis for qualitative variables and hypotheses test using statistical tests for causality variabel with a structural equation modeling analysis (SEM). The unit of analysis is the tourists who stay at the Hamfah Inn. The number of samples selected by purposive sampling as many as 112 tourists. The results showed that brand attitude and brand personality respectively influence to satisfaction, and satisfaction also influences the intention to visit to Hamfah Inn.