ANALISIS BRAND MANTRA DI JEJARING HOTEL GRUP LOKAL TERHADAP INTERAKSI PELANGGAN DENGAN STUDI KASUS: FAVEHOTEL

Abstract

This research is all about studying the aims and explain also determine the influence of Brand Mantra on the local Hotel Group network on customer interaction, Case Study: Fave Hotel. Researcher would like to know about is there any impact about brand mantra with the customer interaction at favehotel. All data in this study were obtained through a questionnaire and using quantitative method. The sample of this study was 85 respondents who were customers of the Fave Hotel.

Researcher used T-test, F-test, analysis of linier regression. Result from T-test for communicate dimension resulted tcalculate 29,729 > ttabel 1,9866 with significance 0,000<0,05, so concluded H11 accepted and H01 rejected means communicate has significant impact to customer interaction. Simplify dimension has tcalculate 36,619> ttabel 1,9866 with significance 0,000<0,005, so concluded H12 accepted and H02 rejected means simplify dimension has significant to customer interaction. Inspire dimension has tcalculdate 39,534 > ttabel 1,9866 with significance 0,000<0,05, so concluded H13 accepted and H03 rejected means inspire dimension has significant impact to customer interaction.

F-test resulted with 57,302 > Ftabel 2,718 with significance 0,000 < 0,05 means brand mantra has significant impact to customer interaction. From regresion linier, Customer interaction (Y) = 25,104+ 0,197 (communicate)+0,373 (simplify) +2,745 (inspire) +4,108.

Keywords: Brand Mantra, Communicate, Simplify, Inspire, customer interaction