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All Journal Advances In Social Humanities Research
Surya Fadjar Boediman
Institut Pariwisata Trisakti
Humanities Engineering Law, Crime, Criminology & Criminal Justice Social Sciences

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The Effect of the Marketing Mix (4Ps) and Brand Image on Customer Loyalty Through Customer Satisfaction: A Case Study of Ibis Styles Yogyakarta Sabarihut Tua Sitompul; Myrza Rahmanita; Nurbaeti Nurbaeti; Surya Fadjar Boediman
Advances In Social Humanities Research Vol. 4 No. 8 (2026): Advances In Social Humanities Research
Publisher : Sahabat Publikasi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46799/adv.v4i8.598

Abstract

This research aims to analyze the effect of the marketing mix (4P) and brand image on customer loyalty, with customer satisfaction as a mediating variable, among customers of Ibis Styles Yogyakarta Hotel. This research employed a quantitative approach through questionnaires distributed to 200 respondents who were customers of the hotel. The data were analyzed using Structural Equation Modeling based on Partial Least Square (SEM-PLS) with the assistance of SmartPLS version 3.2.7. The hypothesis testing results show that the marketing mix has a positive and significant effect on customer satisfaction (t = 4.416; p = 0.000) and on customer loyalty (t= 2.196; p = 0.028). Brand image also has a positive and significant effect on customer satisfaction (t= 5.853; p = 0.000) and on customer loyalty (t= 3.727; p = 0.000). Furthermore, customer satisfaction has a positive and significant effect on customer loyalty (t= 4.025; p = 0.000) and is proven to act as a significant mediator in the relationship between the marketing mix and customer loyalty (t= 2.968; p = 0.003), as well as between brand image and customer loyalty (t= 3.480; p = 0.001). These findings confirm that effective implementation of the marketing mix and strong brand image management can enhance customer satisfaction, which in turn drives increased customer loyalty. This study is expected to contribute academically to the development of hospitality marketing literature and to provide practical implications for the management of Ibis Styles Yogyakarta in formulating marketing strategies oriented toward customer satisfaction and loyalty.
The Effect of Tourism Experience and Tourist Attractions on The Intention to Revisit Through Tourist Satisfaction (Case study: Barahima Beach, Messa, East Weda Subdistrict, and Umera Beach, Gebe Islands Subdistrict, Central Halmahera Regency) Christienti Tuny; Agus Riyadi; Surya Fadjar Boediman; Rahmat Ingkadijaya; Sri Mariati
Advances In Social Humanities Research Vol. 4 No. 9 (2026): Advances In Social Humanities Research
Publisher : Sahabat Publikasi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46799/adv.v4i9.650

Abstract

This study aimed to analyze the effects of tourism experience and tourist attractions on revisit intention through tourist satisfaction at Barahima Beach and Umera Beach, Central Halmahera Regency. This study employed a quantitative approach using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method. Data were collected through questionnaires, observations, documentation, and literature reviews. The research sample consisted of 147 tourists who had visited Barahima Beach and/or Umera Beach within the previous five years, selected using purposive sampling. Data analysis was conducted using SmartPLS 4.1.0.8 through measurement model evaluation, structural model assessment, and bootstrapping procedures to test seven research hypotheses. The results showed that tourism experience had a positive and significant effect on tourist satisfaction, while tourist attractions also had a positive and significant effect on tourist satisfaction. Tourism experience had a positive and significant effect on revisit intention, whereas tourist attractions did not have a significant direct effect on revisit intention. Tourist satisfaction had a positive and significant effect on revisit intention. Furthermore, tourist satisfaction did not significantly mediate the relationship between tourism experience and revisit intention but significantly mediated the relationship between tourist attractions and revisit intention. The findings imply that destination managers need to preserve natural attractions while improving the quality of tourism experiences, basic facilities, accessibility, information services, and local community involvement.
Co-Authors Agus Riyadi Christienti Tuny Myrza Rahmanita Nurbaeti Nurbaeti Rahmat Ingkadijaya Sabarihut Tua Sitompul Sri Mariati