Analisis Perilaku Pelanggan dan Loyalitas Pelanggan Melalui Digital Marketing Terhadap Pelayanan Hotel

Firdha Lail Agusta, Dyah Palupiningtyas

Abstract


Abstract

This study aims to examine how customer behaviour, customer loyalty, and digital marketing affect hotel services at the Amaranta Prambanan Hotel. A survey on hotel employees, guests, and the local community was conducted utilizing a Google Form as the research instrument. The sample for the research consisted of 98 respondents in total. The data was analyzed using the Smart PLS 4 approach with the t-test, coefficient of determination (R2), construct validity, and reliability. The study's findings indicate that digital marketing has little effect on hotel services. On the other hand, customer loyalty has a favourable and substantial impact on hotel services and digital marketing. On the other hand, customer behaviour has little impact on hotel service but has a big positive influence on digital marketing.

Keywords: Customer Behavior, Customer loyalty, Digital Marketing, Hotel Services


Abstrak

Penelitian ini bertujuan untuk memeriksa bagaimana perilaku pelanggan, loyalitas pelanggan, dan pemasaran digital mempengaruhi layanan hotel di Amaranta Prambanan Hotel. Sebuah survei terhadap karyawan hotel, tamu, dan komunitas lokal dilakukan menggunakan Google Form sebagai alat penelitian. Sampel untuk penelitian ini terdiri dari total 98 responden. Data dianalisis menggunakan pendekatan Smart PLS 4 dengan tes t, koefisien determinasi (R2), validitas konstruksi, dan keandalan. Temuan penelitian menunjukkan bahwa pemasaran digital memiliki efek kecil pada layanan hotel. Di sisi lain, loyalitas pelanggan memiliki dampak yang menguntungkan dan substansial pada layanan hotel dan pemasaran digital. Di sisi lain, perilaku pelanggan memiliki dampak kecil pada layanan hotel tetapi memiliki pengaruh positif besar pada pemasaran digital.

Kata Kunci: Perilaku Pelanggan, Loyalitas Pelanggan, Digital Marketing, Pelayanan Hotel


References


Ansoff, H. I. (1957). Strategies for diversification. Harvard Business Review, 35(5), 113–124.

Arif, Y., Boleng, L. M., Maria, V., Flora, M., & Saba, K. R. (2019). The Effect of Weight Training Using Inner-Load Outer-Load on the Process of Developing Chest Muscles in Fitness Members in the City of Kupang. International Journal of Innovation, Creativity and Change, 5(3), 478–491.

Elfekky, E. M., Penjameen, M. N., Nassar, A. I., & Elias, R. R. (2021). Outcome of manual thrombus aspiration for patients undergoing primary PCI for acute STEMI showing large thrombus burden. The Egyptian Heart Journal, 73(1), 1–7.

Grönroos, C. (2001). The perceived service quality concept–a mistake? Managing Service Quality: An International Journal, 11(3), 150–152.

Gultom, M. T., & Palupiningtyas, D. (2023). Kajian Meningkatkan Kepuasan Pelanggan. Badan Penerbit Stiepari Press.

Harahap, S. H. (2015). Pemanfaatan E-Learning Berbasis Lcms Moodle Sebagai Media Pembelajaran Untuk Mata Kuliah Sistem Informasi Akuntansi. Jurnal RISET AKUNTANSI DAN BISNIS, 15(1), 14.

Hayes, D. K., & Ninemeier, J. D. (2009). Human resources management in the hospitality industry. John Wiley & Sons.

Jaya, D. C. (2012). Peran Kepercayaan dalam Perilaku Pelanggan untuk Meningkatkan Penjualan Secara Online. Jurnal Ilmiah Mahasiswa Manajemen, 1(4).

Jones, P. A., & Laird, P. W. (1999). Cancer-epigenetics comes of age. Nature Genetics, 21(2), 163–167.

Kim, T. K. (2015). T test as a parametric statistic. Korean Journal of Anesthesiology, 68(6), 540–546.

Kotler, P., & Keller, K. L. (2014). Philip Kotler. Astromax Entertainment.

Kruschke, J. K. (2013). Bayesian estimation supersedes the t test. Journal of Experimental Psychology: General, 142(2), 573.

Palupiningtyas, D., & Aprilliyani, R. (2023). Pendampingan SDM Tata Kelola Kawasan Kuliner Kelurahan Ledok, Kecamatan Argomulyo Kota Salatiga. Jurnal Pengabdian Masyarakat, 2(2), 39–48.

Palupiningtyas, D., & Aryaningtyas, A. T. (2022). Pengaruh Kompensasi dan Lingkungan Kerja terhadap Kinerja Karyawan di Restoran S2 Semarang. Jurnal Visi Manajemen, 8(2), 109–117.

Palupiningtyas, D., & Mistriani, N. (2020). Penerapan Kewirausahaan Berbasis Pariwisata Bagi Masyarakat. JCES (Journal of Character Education Society), 3(2), 311–319.

Palupiningtyas, D., Mistriani, N., & Wijoyo, T. A. (2020). Analisis Lingkungan Internal dan Eksternal Pariwisata dalam Meningkatkan Ekonomi Masyarakat Lokal di Kabupaten Demak Jawa Tengah. Jurnal Manajemen STIE Muhammadiyah Palopo, 6(1), 43–49.

Palupiningtyas, D., & Pahrijal, R. (2023). Bibliometric Analysis of Social and Environmental Innovation Research Developments: Trend Identification, Key Concepts, and Collaboration in the Scientific Literature. West Science Business and Management, 1(04), 245–254.

Palupiningtyas, D., Supriyadi, A., Yulianto, H., & Maria, A. D. (2022). Pengembangan Destinasi Wisata Masjid Kapal Safinatun Najah dengan Komponen Pariwisata 3A di Kota Semarang. Media Wisata, 20(1), 41–51.

Pranata, S. P. (2022a). Pengaruh Keputusan Pembelian Kartu Paket Telkomsel Dari Prespektif Kualitas Jaringan, Citra Merek dan Promosi (Studi Kasus Pada Siswa Smk Brigjend Katamso II Medan): Pengaruh Keputusan Pembelian Kartu Paket Telkomsel Dari Prespektif Kualitas Jaringan, Jurnal Mahkota Bisnis (Makbis), 1(2).

Pranata, S. P. (2022b). The Influence of Lecturer Competence, Lecturer Creativity, and Utilization of E-Learning Media (E-MTU) on Student Understanding at Universitas Mahkota Tricom Unggul During the Covid-19 Pandemic. Enrichment: Journal of Management, 12(2), 2285–2292.

Pranata, S. P., & Sinaga, A. (2023). Analysis of Brand Awareness and Brand Image Strategies on Lake Toba Tourists’ Interest through the F1H20 Power Boat Digital Marketing Strategy in Balige, North Tapanuli. Journal of Business Management and Economic Development, 1(02), 240–249.

Rebecca, V. W., & Amaravadi, R. K. (2016). Emerging strategies to effectively target autophagy in cancer. Oncogene, 35(1), 1–11.

Reichheld, F. (2006). The microeconomics of customer relationships. MIT Sloan Management Review.

Rivai, A., Pranata, S. P., Fadila, Z., Syahlina, M., & Ginting, B. B. (2021). The Effect of Facilities on Motivation and Its Impact on Accounting Understanding. International Journal of Science, Technology & Management, 2(6), 1934–1938.

Sheldon, P. J. (1997). 18 Tourism information technology. International Handbook on the Economics of Tourism, 399.

Sukesi, S. (2019). Loyalitas Perilaku Pelanggan. Lutfansah Mediatama.

Walker, J., & Unger, B. (2009). Measuring global money laundering:" The walker gravity model". Review of Law & Economics, 5(2), 821–853.

Yulianto, H., Palupiningtyas, D., & Ashifuddin, A. (2021). Pemberdayaan Potensi Alam Untuk Meningkatkan Pendapatan Desa Dan Masyarakat Desa Wisata Mandiraja Kabupaten Pemalang. Jurnal Pengabdian Kepada Masyarakat Indonesia (JPKMI), 1(3), 71–78.

Zeithaml, V. A., Parasuraman, A., & Berry, L. L. (1990). Delivering quality service: Balancing customer perceptions and expectations. Simon and Schuster.




DOI: http://dx.doi.org/10.35906/jurman.v10i1.1913

Article Metrics

Abstract view : 0 times
PDF (Bahasa Indonesia) - 0 times

 

 

Indexing In

 

Tools