FAKTOR YANG MEMPENGARUHI PREFERENSI MASYARAKAT MUSLIM MEMILIH HOTEL SYARIAH
DOI:
https://doi.org/10.24034/j25485024.y2018.v2.i4.4033Keywords:
persepsi, masyarakat muslim, hotel syariah, regresi logistikAbstract
Tujuan penelitian ini yaitu menganalisis karakteristik konsumen dalam memilih hotel syariah dan menganalisis faktor-faktor preferensi konsumen muslim dalam memilih hotel syariah. Metode yang digunakan yaitu analisis deskriftif dan Regresi logistik. Sampel yang digunakan berjumlah 100 yang dapat dianalisis dari 120 sampel. Hasil penelitian menyatakan karakteristik responden menginap di hotel syariah sebanyak 1 kali, dan mengenal hotel syariah dari internet dan memprioritaskan suasana hotel syariah tersebut. Faktor yang mempengaruhi persepsi responden dalam memilih hotel syariah berdasarkan hasil analisa regresi logistic hanya faktor citra hotel. Semakin tinggi dan bagus citra hotel syariah, maka semakin tinggi atau besar orang memiilh hotel syariah.
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