Target market Royal Plaza Surabaya adalah masyarakat golongan
menengah dan menengah atas, namun kenyataannya sebagian besar pengunjung
merupakan pengunjung non-target market. Hal tersebut membentuk persepsi yang
kurang baik terhadap brand image Royal Plaza Surabaya. Penelitian ini bertujuan
mengetahui pengaruh perilaku pengunjung non-target market terhadap brand
image Royal Plaza Surabaya. Berdasarkan hasil penelitian disimpulkan perilaku
pengunjung non-target market berpengaruh negatif terhadap Brand Image Royal
Plaza Surabaya. Artinya apabila perilaku pengunjung non-target market semakin
tinggi yang diindikasikan dengan semakin banyaknya pengunjung yang
bermesraan, duduk di sudut-sudut area mall, merokok, bergerombol, dan hanya
sekedar jalan-jalan, maka brand image Royal Plaza Surabaya semakin buruk.
Author
• (35403006) JENNIFER WULANDARI S
• (35403016) MARIA TIKA KURNIAWAN
Contributor
• (02-018) Januar Heryanto
• (02-043) Rachmat Sugianto
• (84-019) Soekarno
Publisher
Universitas Kristen Petra
Year : 2007
Keyword
royal plaza surabaya, visitors of non-target markets, brand image
Category
s1 - Skripsi/Undergraduate Thesis (Manajemen Kepariwisataan)
Language
Indonesian
Rights
Skripsi No. 02010034/TLM/2007; Jennifer Wulandari (35403006), Maria Tika Kurniawan (35403016)
The resource(s) is/are owned by the Creator/Contributor.Reproduction & distribution for non-commercial purposes is permitted provided that the credit for the Creator/Contributor and the source are explicitly stated,and no alteration are made
jiunkpe-ns-s1-2007-35403006-4688-non_target-cover.pdf (322.07 kB) - [permalink] jiunkpe-ns-s1-2007-35403006-4688-non_target-abstract_toc.pdf (75.91 kB) - [permalink] jiunkpe-ns-s1-2007-35403006-4688-non_target-chapter1.pdf (75.26 kB) - [permalink] jiunkpe-ns-s1-2007-35403006-4688-non_target-chapter2.pdf (111.18 kB) - [permalink] jiunkpe-ns-s1-2007-35403006-4688-non_target-chapter3.pdf (91.72 kB) - [permalink] jiunkpe-ns-s1-2007-35403006-4688-non_target-chapter4.pdf (128.52 kB) - [permalink] jiunkpe-ns-s1-2007-35403006-4688-non_target-conclusion.pdf (68.95 kB) - [permalink] jiunkpe-ns-s1-2007-35403006-4688-non_target-references.pdf (72.45 kB) - [permalink] jiunkpe-ns-s1-2007-35403006-4688-non_target-appendices.pdf (292.79 kB) - [permalink]