The Influence of Digital Marketing and Brand Image on Customer Retention on Hospitality Practice with Customer Relationship Marketing (CRM) as a Mediator
Article Sidebar
Main Article Content
Abstract
In an increasingly advanced digital era, digital marketing, brand image, and customer relationship marketing have become important elements in a company's marketing strategy. This study aims to analyse the effect of digital marketing and brand image on customer retention at Prasi Hospitality, with customer relationship marketing as a mediating variable. This study involved 70 respondents who were selected using purposive sampling method. Data was collected through questionnaires. To test the hypothesis, data analysis was conducted using SEM-PLS technique using SmartPLS. The results showed that digital marketing and brand image directly have a positive effect on customer retention, and also have an indirect positive effect through customer relationship marketing. Customer relationship marketing can partially mediate the effect of digital marketing and brand image on customer retention. Digital marketing and brand image each have a positive effect on customer relationship marketing, which in turn also has a positive effect on customer retention. It is recommended to develop content that is interactive, provides a personalised experience, and is tailored to customer preferences.
Article Details
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
O. A. Yoeti, Perencanaan dan Pengembangan Pariwisata, 3rd ed. Balai Pustaka, 2016.
Hurdawaty and Parantika, “Kitchen standardization to support food processing operations at Rio City Hotel Palembang,” J. Mater. Process. Technol., vol. 1, no. 1, pp. 1–8, 2018.
Y. IRAWATI, “Pengaruh Digital Marketing Terhadap Customer Retention Dengan Customer Engagement Sebagai Intervening Pada Online Shop Thehanstuff Di Indonesia.” STIE Malangkucecwara, 2021.
A. Clairine, “The Influence of Digital Marketing on Customer Retention with Hospital Brand Image as an Intervening Variable,” J. Manag. Entrep., vol. 12, no. 1, pp. 1–12, 2020.
D. Dewi and J. Jatmiko, “Pengaruh Digital Marketing dan Kepercayaan Konsumen terhadap Customer Retention melalui Kepuasan Konsumen pada Aplikasi Aggregator Pilih Kredit,” J. Pendidik. dan Kewirausahaan, vol. 10, no. 3, pp. 996–1021, 2022, doi: 10.47668/ pkwu.v10i3.574.
A. Puspaningrum, “Market Orientation, Competitive Advantage and Marketing Performance of Small Medium Enterprises (SMEs),” J. Econ. Business, Account. Ventur., vol. 23, no. 1, p. 19, 2020, doi: 10.14414/jebav.v23i1.1847.
S. Y. Kawatak, O. W. Semuel, and M. Soputan, “Persepsi Kepuasan Tamu Terhadap Kualitas Pelayanan Paradise Hotel Golf and Resort Likupang,” J. Manaj. Perhotelan, vol. 9, no. 1, pp. 1–8, 2023.
M. T. Nuseir, “Exploring the use of online marketing strategies and digital media to improve the brand loyalty and customer retention,” Int. J. Bus. Manag., vol. 11, no. 4, pp. 228–238, 2016.
M. R. Erlinda and A. Ratnawati, “Increasing customer retention through digital marketing and paramedic competency with hospital brand image as intervening variable,” e-Academia J., vol. 11, no. 1, pp. 42–55, 2022, doi: 10.24191/e-aj.v11i1.18270.
A. Ambarwati, D. Z. Hadiwidjojo, A. Sudiro, and F. Rohman, “The role of multichannel marketing in customer retention and loyalty: Study in emerald bank customer in Indonesia,” APMBA (Asia Pacific Manag. Bus. Appl., vol. 2, no. 3, pp. 184–200, 2015, doi: 10.21776/UB.APMBA.2014.002.03.4.
B. Nazir, M. Ali, and M. Jamil, “The impact of brand image on the customer retention: A mediating role of customer satisfaction in Pakistan,” Int. J. Bus. Manag. Invent., vol. 5, no. 3, pp. 56–61, 2016.
A. Mohammed and B. Rashid, “A conceptual model of corporate social responsibility dimensions, brand image, and customer satisfaction in Malaysian hotel industry,” Kasetsart J. Soc. Sci., vol. 39, no. 2, pp. 358–364, 2018.
N. A. Ricadonna, M. Saifullah, and A. K. Prasetyoningrum, “The effect of trust and brand image on customer retention with customer loyalty as intervening variables to customers of sharia commercial banks,” J. Keuang. Dan Perbank., vol. 25, no. 2, pp. 311–323, 2021.
M. S. Khalid, M. S. S. Prasad, A. K. Purohit, and S. Saxena, “Assessing the Impact of Brand Image on Customer Retention Under the Mediation Effect of Customer Satisfaction”.
P. R. Y. Srinandari and N. N. Sunariani, “Brand image, customer experience, vanity seeking, materialism terhadap customer loyalty dan repurchase intention,” E-jurnal Ekon. Dan Bisnis Univ. Udayana, vol. 11, no. 03, 2022.
M. Rofiq, A. Firdiansjah, and H. Respati, “The Effect of Brand Image and Social Media on Customer Retention through Customer Satisfaction at Kaliwatu Adventure,” Int. J. Innov. Sci. Res. Technol., vol. 5, no. 8, pp. 589–594, 2020.
I. Ghozali, “Aplikasi Analisis Multivariate dengan Program IBM SPSS. Yogyakarta: Universitas Diponegoro,” Ed. 9). Semarang Badan Penerbit Univ. Diponegoro, vol. 490, 2018.
A. Hermawan, A., & Wibowo, “The Influence of Digital Marketing on Customer Relationship Marketing and Customer Satisfaction,” J. Manag. Bus., vol. 22, no. 2, pp. 1–12, 2023.
Y. E. Ernantyo and T. Febry, “Pengaruh Implementasi Digital Marketing Dan Customer Relationship Marketing Terhadap Kepuasan Konsumen Dan Minat Beli Ulang Pada Kafe Kisah Kita Ngopi,” Konsum. Konsumsi J. Manaj., vol. 1, no. 2 Juni, 2022.
R. A. Masito, “Pengaruh Digital Marketing Dan Customer Relationship Marketing Terhadap Loyalitas Konsumen Pada Produk Air Minum Cheers (Studi Pt. Atlantic Biruraya),” J. Univ. Negeri Surabaya, vol. 9, no. 2, pp. 1216–1222, 2021.
D. Pranajaya, E., Setiawan, T., & Susetyo, “The Influence of Customer Relationship Management (CRM) on Customer Loyalty Through Watsons Customer Satisfaction in Bandung,” E-Proceedings Manag., vol. 7, no. 1, pp. 1258–1264, 2021.
Sugiyono, Metode Penelitian Kuantitatif Kualitatif dan R&D. Bandung: Alfabeta, 2019.