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

Subroto Prasojo

Abstract


Saat ini teknologi internet terus berkembang sehingga munculnya inovasi dalam segala sector bisnis di lingkungan masyarakat. Salah satu inovasi dalam perkembangan teknologi yaitu bisnis VHO (Virtual Hotel Operator). pertumbuhan teknologi mendorong bisnis VHO agar dapat lebih kreatif dan efektif dalam memasarkan bisnis mereka untuk dapat bersaing dengan kompetitor. Dengan begitu penting bagi RedDoorz untuk melaksanakan strategi yang dapat menarik dan mempertahakan konsumen mereka dalama jangka panjang. Penelitian ini bertujuan untuk menganalisa pengaruh dari Digital Marketing terhadap Brand Advocacy dengan Perceived Service Quality dan Customer Engagement sebagai variabel perantara. Dalam penelitian ini dilaksanakan penyebaran kuisioner kepada 100 responden pada generasi Y dan Z yang pernah menggunakan RedDoorz sebagai tempat penginapan. Teknik analisa pada penelitian ini menggunakan Teknik analisis kuantitatif dengan metode path analysis.

Keywords


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

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References


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