ANALISA PENGARUH DIGITAL MARKETING TERHADAP BRAND ADVOCACY DENGAN PERCEIVED SERVICE QUALITY DAN CUSTOMER ENGAGEMENT SEBAGAI VARIABEL INTERVENING PADA VIRTUAL HOTEL OPERATOR AIRY

Jason Andreas Theonardo

Abstract


Perkembangan jaman yang semakin pesat dengan adanya kemajuan teknologi membuat inovasi-inovasi bisnis mulai hadir di era sekarang ini. Salah satu bisnis yang menjadi tren yaitu adanya virtual hotel operator. Semua konsumen pasti menginginkan tempat penginapan dengan harga terjangkau untuk menghemat pengeluaran mereka. Dalam mempertahankan persaingan bisnis ini dibutuhkan strategi jangka panjang, agar perusahaan Airy dapat terus berinovasi. Penelitian ini bertujuan untuk menganalisa pengaruh dari digital marketing terhadap brand advocacy dengan perceived service quality dan customer engagement sebagai variabel intervening pada virtual hotel operator Airy.

Keywords


digital marketing, brand advocacy, perceived service quality, customer engagement

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