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All Journal MATAPPA: Jurnal Pengabdian Kepada Masyarakat Adimas : Jurnal Pengabdian Kepada Masyarakat Jurnal Ilmiah Dinamika Sosial Jurnal Ilmiah Manajemen dan Bisnis AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis Economic Reviews Journal Journal of Artificial Intelligence and Digital Business Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital (JEKOMBITAL) Journal of Communication Studies and Society Journal of Innovative and Creativity Review of Management, Accounting, and Business Studies Jurnal Pengabdian Kepada Masyarakat Ilmu Komunikasi
Basmantra, Ida Nyoman
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Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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Peran Narrative Marketing Memoderasi Pengaruh Influencer Marketing, Sosial Media Marketing, Kualitas Pelayanan terhadap Keputusan Menginap Arya, Komang Yadura; Wedananta, Kadek Adyatna; Nurmalasari, Made Ratih; Basmantra, Ida Nyoman
AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis Vol. 6 No. 1 (2026): AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis
Publisher : Perhimpunan Sarjana Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37481/jmeb.v6i1.1820

Abstract

Bali’s rapid growth in private villa tourism has intensified competition among accommodation providers, where similar villa concepts often result in differing occupancy levels. This gap indicates that digital marketing strategies may influence guests’ stay decisions in varying ways. This study investigates the effects of influencer marketing, social media marketing, and service quality on stay decisions, and examines the moderating role of narrative marketing in strengthening these relationships. A quantitative explanatory design was applied using purposive sampling, involving 94 respondents who had stayed at Magic Hills Villa in Karangasem, Bali. Data were obtained through an online questionnaire using a ten-point Likert scale and analyzed with Structural Equation Modeling Partial Least Squares (SEM-PLS). The analysis included assessments of validity, reliability, and hypothesis testing through bootstrapping. The results show that influencer marketing, social media marketing, and service quality each exert a positive and significant influence on stay decisions. Narrative marketing significantly reinforces the effect of influencer marketing but does not moderate the influence of social media marketing or service quality. These findings highlight that authentic storytelling enhances the persuasive impact of influencers, while guest experiences and social media interactions remain primarily shaped by service encounters and platform dynamics.
Co-Authors Anggraeni, Ni Putu Olla Arta, Kadek Ananda Dwi Pebri Arya, Komang Yadura Candrika, Esa Prasanthi Desak Made Febri Purnama Sari Eka Yunita, Eka Emmerson, Melissa Fong I Gusti Ayu Tirtayani Kadek Adyatna Wedananta Komang Sri Widiantari Kurniawan, Niko Kusuma, I Made Wira Arta Made Ratih Nurmalasari Maheswari, Anak Agung Istri Agung Mimaki, Caren Angellina Nandini, Made Ayu Sintya Ningrum, Ida Ayu Fortuna Parasari, Nyoman Sri Manik Pinto, Kristina Dwiyanti Putra, I Gede Krisna Sedana Roziana, Komang Cesie Agnestia Sari, Putu Ratna Juwita Sevenpri Candra, Sevenpri Sumarningsih, Ni Made Supartha, Anak Agung Ayu Rika Putri Susanto, I Wayan Erik Ulandari, Komang Wijaya, David Timothy Wijaya, Rayhan