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PERAN KEPERCAYAAN DAN KOMITMEN TERHADAP ALIANSI PEMASARAN (Studi pada Hotel Klas Melati di Kota Batu)

Assuncao, Efriginha da Costa (2013) PERAN KEPERCAYAAN DAN KOMITMEN TERHADAP ALIANSI PEMASARAN (Studi pada Hotel Klas Melati di Kota Batu). Other thesis, University of Muhammadiyah Malang.

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Abstract

The tourism industry is not an industry that stand alone but rather consists of various components are interrelated. Implementation of tourism system can run perfectly when the components are mutually supportive of one another. Opportunities in exploiting tourism potential and challenges in the face of competition from similar companies require every company to do the right strategy. Intense competition between companies in taking advantage of opportunities of tourism has prompted the company to implement competitive strategy, in the form of marketing alliances with several companies related to tourism business. Factors affecting the success of marketing alliances including the factor of trust and commitment. This study aimed to determine the effect of trust and commitment to the marketing alliance. This research is a descriptive study. The population in this study will be used to sample as many as all 19 hotels comprised of 6 samples Melati Hotel Class I, 8 samples from Melati Hotel Class II and Class 5 samples of Hotel Bed III. The data used are primary and secondary data were collected by questionnaire and documentation. The analytical method used in this research is the analysis of the path (path analysis). Based on the results of data analysis, it was concluded that the mutual trust and commitment influence marketing alliances, marketing alliances affect the trust and commitment influence the marketing alliance.

Item Type: Thesis (Other)
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HC Economic History and Conditions
Divisions: Faculty of Economics > Department of Management (61201)
Depositing User: Fitri Ramandhany
Date Deposited: 09 Feb 2016 07:36
Last Modified: 09 Feb 2016 07:36
URI : http://eprints.umm.ac.id/id/eprint/20276

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