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

Alda Miranda(1*),


(1) 
(*) Corresponding Author

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

Full Text:

PDF

References


Databoks, (Pemerintah Targetkan Penerimaan Devisa Pariwisata 2019 Rp 250 Triliun, 2019 https://databoks.katadata.co.id/datapublish/2019/03/19/pemerintah-targetkan-penerimaan-devisa-pariwisata-2019-rp-250-triliun

Farook, F. S., Abeysekara, N. (2016). Influence of Social Media Marketing on Customer Engagement. International Journal of Business and Management Invention, 5(12).

Grönroos, C. (1982). An Applied Service Marketing Theory. European Journal of Marketing, 16(7), 30-41. doi: 10.1108/EUM0000000004859.

Gummerus, J., Veronica, L., Weman, E., and Pihlstrom, M. (2012). Customer Engagement in a Facebook Brand Community. Management Research Review, 35(9).

Hakim, Iman Nur. 2018. Pergeseran Budaya Siber & Visual di Sektor Pariwisata Indonesia. Seminar Nasional Seni dan Desain: “Konvergensi Keilmuan Seni Rupa dan Desain di Era 4.0.

Katadata. 2019, July 3, Memajukan Perhotelan di Era Digital untuk Pemberdayaan Ekonomi Daerah. Katadata.co.id. Retrieved from https://katadata.co.id/analisisdata/2019/07/03/memajukan-perhotelan-di-era-digital-untuk-pemberdayaan-ekonomi-daerah

Keller, Kevin Lane. (1993). Strategic Brand Management, Building, Measuring, and Managing Brand Equity. New Jersey: Prentice Hall.

Lee, M., et al. (2018). How to Respond to the Fourth Industrial Revolution, or the Second Information Technology Revolution? Journal of Open Innovation: Technology, Market, and Complexity, 4(3), 21.

Lian, S.B., Yoong, L.C. (2018). Customer Engagement in Social Media and Tourism Brand Performance Implications. The Turkish Online Journal of Design, Art, and Communication, (special edition). doi: 10.7456/1080SSE/160

Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A Multiplr-Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing, 64(1), 12-40.

Ramadhian, (2020, July 24). Hotel Virtual Masih Eksis dan Diminati, Apa Alasannya? Kompas.com. Retrieved from https://travel.kompas.com/read/2020/01/24/101300727/hotel-virtual-masih-eksis-dan-diminati-apa-alasannya-

Ramos, P. (2009). How B2B Technology Buyers Use Social Media. Forrester Research. Retrieve from

Sathya, P. (2015). A Study on Digital Marketing and its Impact. International Journal of Science and Research, 6(2). Retrieved from https://www.ijsr.net/archive/v6i2/ART2017664.pdf

Sawhney, M., Verona, G., and Prandelli, E. (2005). Collaborating to Create: the Internet as a Platform for Customer Engagement in Product Innovation. Journal of Interactive Marketing, 19(4).

Van Doorn, J, Lemon, K.N., Mittal, V., Nass, S., Pirner, P., and Verhoef, P.C. (2010). Customer Engagement Behavior: Theoretical Foundations and Research Directions. Journal of Service Research, 13(3)

Yahya, Arwinda Pritami. 2016, April 12. Apa itu Social Media Marketing. Kompasiana.com. Retrieved from https://www.kompasiana.com/gareththedog/570c69cbc323bdcd0476c958/apa-itu-social-media-marketing

Zeithaml, V. A. (1987). Defining and Relating Prices, Perceived Quality, and Perceived Value. Cambridge, MA: Marketing Science Institute.


Refbacks

  • There are currently no refbacks.