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

Alda Miranda

Abstract


Hadirnya industri 4.0 dalam industri perhotelan menuntut pelaku usaha hotel untuk dapat melakukan segala operasionalnya secara efektif dan efisien. Virtual Hotel Operator hadir untuk menjawab tuntutan industri perhotelan ini. Sebagai salah satu media utamanya untuk berpromosi, maka digital marketing yang dibangun oleh perusahaan haruslah mampu meningkatkan perceived service quality customer terhadap perusahaan. Tak hanya itu, digital marketing juga harus mampu meningkatkan customer engagement. Dan diharapkan perceived service quality serta customer engagement ini mampu meningkatkan brand adovcacy dari Virtual Hotel Operator. Peneliti ingin mengetahui hubungan dari digital marketing terhadap brand advocacy dengan perceived service quality dan customer engagement sebagai variabel interveningnya.

Hasil dari penelitian ini menunjukkan digital marketing memiliki pengaruh yang positif terhadap perceived service quality dan customer engagement. Begitu juga dengan perceived service quality dan customer engagement berpengaruh positif dalam terbentuknya brand advocacy oleh customer.


Keywords


Digital, Marketing, Perceived Service Quality, Customer, Engagement, Brand, Advocacy

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