ANALISIS PENGARUH LINGKUNGAN EKSTERNAL TERHADAP FOKUS KONSUMEN DAN FOKUS PESAING PADA KINERJA INDUSTRI PERHOTELAN (STUDI PADA HOTEL-HOTEL KELAS MELATI DI SURAKARTA)

UTAMI , LATIFAH SRI (2001) ANALISIS PENGARUH LINGKUNGAN EKSTERNAL TERHADAP FOKUS KONSUMEN DAN FOKUS PESAING PADA KINERJA INDUSTRI PERHOTELAN (STUDI PADA HOTEL-HOTEL KELAS MELATI DI SURAKARTA). Masters thesis, program Pascasarjana Universitas Diponegoro.

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Abstract

The environment turbulence is generally difficult to be predicted and to be controlled. This research studies how the influence of external environment to customer emphasis and competitor emphasis as well as the impact to performance of the company. The object study in this research is the jasmine- class hotels in Sutalcarta. The previous study showed the effect of external environment to customer emphasis and competitor emphasis and also the positive impact between customer emphasis and competitor emphasis to the performance. The construct variables determining indicators which is used is in line with what has been stated by Narver & Slater, and the indicators for performance variable determined by Day & Wensley. The data are collected by survey using questionnaires. The samples of this research are 107. Technique of data analysis is SEM (Structural Equation Model) which is operated by AMOS version 4.0. program. The result of this research shows the external environment factors which consists of market growth, competitor hostility, buyer power and competitor concentration, have significant relation to customer emphasis and competitor emphasis. The same condition happens to customer emphasis and competitor emphasis that has also significant relation to the performance. Managerial implication proposed from this research is that during environment turbulence period, company should pays more attention to customer's buyer power focus and takes competitor emphasis strategy to gained competitive advantage. Lingkungan ekstemal yang bergejolak, umumnya sulit diprediksi dan sulit dikendalikan. Penelitian ini mengkaji bagaimana linngkungan ekstemal tersebut mempengaruhi fokus konsumen dan fokus pesaing serta bagaimana dampaknya terhadap kinerja perusahaan. Studi kasus yang digunakan dalam penelitian hi adalah hotel-hotel kelas melati di Surakarta. PaneMan terdahulu menunjulckan adanya pengaruh antara lingkungan ekstemal terhadap fokus konsumen dan fokus pesaing, serta pengaruh positif antara fokus konsumen dan fokus pesaing terhadap kinerja. Indikator penentu variabel konstruk fokus konsumen dan fokus pesaing sesuai dengan yang digunakan Narver & Slater dan indikator dari kinerja sesuai dengan Day & Wensley. Data diperoleh melalui penelitian survey dengan menggunakan kuesioner. Sampel dalam penelitian ini sebanyak 107 hotel kelas melati di Surakarta. Teknik analisis data yang digunakan adalah SEM (Structural Equation Model) yang dioperasikan melalui program AMOS versi 4.0. Hasil dari penelitian ini menunjukkan bahwa faktor-faktor lingkungan ekstemal yang terdiri dad pertumbuhan pasar, hostilitas persaingan, daya bell dan konsentrasi pesaing memiliki hubungan signifikan terhadap kinerja. Implikasi manajerial yang dapat diperoleh dari penelitian hi adalah bahwa dalam kondisi lingkungan ekstemal yang bergejolak, perusahaan lebih memperhatikan faktor daya bell konsumen serta mengambil strategi fokus pesaing untuk mendapatkan keunggulan dalam persaingan.

Item Type:Thesis (Masters)
Subjects:H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:Postgraduate Program > Master Program in Management
ID Code:9728
Deposited By:Mr UPT Perpus 2
Deposited On:29 Apr 2010 15:41
Last Modified:29 Apr 2010 15:41

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