Pengaruh Internal Brand terhadap Employees' Brand Identification, Employees' Brand Commitment, dan Employees' Brand Loyalty di The Sutan Hotel & Residence Jakarta

Eunike Febe, Fanny (2019) Pengaruh Internal Brand terhadap Employees' Brand Identification, Employees' Brand Commitment, dan Employees' Brand Loyalty di The Sutan Hotel & Residence Jakarta. Bachelor Thesis thesis, Universitas Multimedia Nusantara.

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Abstract

Perkembangan pertumbuhan industri hotel di Indonesia dapat dikatakan berjalan pesat mengikuti perkembangan permintaan pasar yang memaksa pertumbuhan industri perhotelan di Indonesia menjadi pesat. Pada dasarnya internal branding dapat tercipta dari sebuah koordinasi antara internal communication dan human resource untuk menyampaikan maksud dan tujuan perusahaan yang dapat menentukan harapan dari konsumen. Oleh karena itu peneliti akan membahas factor- faktor apa saja yang mempengaruhi internal brand, employees' brand identification, employees' brand commitment, dan employees' brand loyalty di The Sultan Hotel & Residence Jakarta sebagai objek penelitian. Dalam penelitian ini digunakan desain riset deskriptif dengan metode non probability. Melalui teknik judgemental sampling pengumpulan data yang dilakukan dalam penelitian ini dengan menggunakan data primer yang berupa penyebaran kuesioner pada objek penelitian yaitu The Sultan Hotel & Residence Jakarta dengan kriteria responden penelitian adalah karyawan berumur minimal 18 tahun dan minimal bekerja selama 1 tahun di The Sultan Hotel & Residence Jakarta. Hasil penelitian ini mendapatkan temuan bahwa terjadi hubungan positif internal brand terhadap employees' brand identification, employees' brand commitment, dan employees' brand loyalty di The Sultan Hotel & Residence Jakarta.

Item Type:	Thesis (Bachelor Thesis)
Keywords:	Internal Branding, Employees' Brand Identification, Employees' Brand Commitment, Employees' Brand Loyalty
Subjects:	300 Social Sciences > 380 Commerce, communications and transportation > 381 Commerce (Trade, Incl. Branding, Marketing and Warehousing) 600 Technology (Applied Sciences) > 650 Management and Public Relations > 658 General management (Risk Management, Profit and Loss, Logistics) > 658.8 Mall, Shopping Center, E-Commerce > 658.87 Retail Channel > 658.872 Brand, Branding
Divisions:	Faculty of Business > Management
SWORD Depositor:	Administrator UMN Library
Depositing User:	Administrator UMN Library
Date Deposited:	04 Dec 2019 10:13
Last Modified:	21 Jun 2023 02:51
URI:	https://kc.umn.ac.id/id/eprint/10053

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