The Influence of Celebrity Ambassador, Company Image and Service Quality on Rental Interest in Bassura City Apartments on Travelio.com

Management Research Studies Journal Pub Date : 2021-10-30 DOI:10.56174/mrsj.v2i2.423

Yohanes Ferry Cahaya, Firda Aisyah Aisyah Pratiwi

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Abstract

This study aims to determine the effect of Celebrity Ambassador, Company Image and Service Quality on Rental Interest in Bassura City Apartments on Travelio.com. The research design used is an explanative research design, the type of research is descriptive quantitative research using a questionnaire. The sample technique uses probability sampling (simple random sampling) with 100 respondents. The analysis used is the correlation test, multiple linear regression, the coefficient of determination, and hypothesis testing. The results showed that: (1) Celebrity Ambassador has a significant effect on Rental Interest and has the smallest effect; (2) Corporate Image has a significant effect on Apartment Rental Interest and has the greatest influence (3) Service Quality has a significant effect on Apartment Rental Interest and has a greater influence on the Celebrity Ambassador variable and less than the Corporate Image variable. The F test shows if the regression model is considered feasible to predict the independent variable on the dependent variable. The R test shows that the independent variable is able to explain the dependent variable of rental interest by 58.6%. Keywords: Celebrity Ambassador, Company Image, Service Quality, Rental Interest

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名人大使、公司形象和服务质量对Travelio.com上Bassura City公寓租赁利息的影响

本研究旨在确定名人大使、公司形象和服务质量对Travelio.com上Bassura City公寓租赁兴趣的影响。使用的研究设计是解释性研究设计，研究类型是使用问卷调查的描述性定量研究。样本技术采用概率抽样(简单随机抽样)，有100名受访者。使用的分析是相关检验、多元线性回归、决定系数和假设检验。结果表明:(1)明星大使对租赁利息的影响显著且影响最小;(2)企业形象对公寓租赁兴趣有显著影响，且影响最大(3)服务质量对公寓租赁兴趣有显著影响，且对名人大使变量的影响较大，对企业形象变量的影响较小。F检验表明回归模型是否被认为可以预测因变量上的自变量。R检验表明，自变量能够解释因变量租金利息58.6%。关键词:名人大使，公司形象，服务质量，租金利息

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Management Research Studies Journal

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