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All Journal YUME : Journal of Management Majalah Ilmiah Warta Dharmawangsa Akrab Juara : Jurnal Ilmu-ilmu Sosial Jurnal Indonesia Sosial Teknologi Ardhi: Jurnal Pengabdian dalam Negri Svarga Pena: Jurnal Pengabdian Kepada Masyarakat Karawo : Journal of Community Service (KJCS) International Journal of Economics and Management Research Proceeding of The International Conference on Economics, Accounting, and Taxation
Demak Claudia Yosephine Simanjuntak
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Agriculture, Biological Sciences & Forestry Humanities Biochemistry, Genetics & Molecular Biology Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Social Sciences Other

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Review Response Strategy, Online Reputation, and Consumer Trust: A Moderated Mediation Model of Marketing Performance in the Hotel Industry of Medan City Demak Claudia Yosephine Simanjuntak; Darwin Lie; Sofiyan Sofiyan
Proceeding of the International Conference on Economics, Accounting, and Taxation Vol. 3 No. 1 (2026): Proceeding of the International Conference on Economics, Accounting, and Taxati
Publisher : Asosiasi Riset Ekonomi dan Akuntansi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/iceat.v3i1.225

Abstract

This study examines how Review Response Strategy and Online Reputation shape Marketing Performance, positioning Consumer Trust as a mediating variable and Service Quality as a moderator, within the hospitality sector of Medan City, Indonesia. A quantitative paradigm was adopted, employing Partial Least Squares Structural Equation Modeling (PLS-SEM) applied to data gathered from 130 respondents comprising hotel guests and frontline management staff. The results confirm that both independent variables—Review Response Strategy and Online Reputation—exert significant positive effects on Consumer Trust, which subsequently drives Marketing Performance. Consumer Trust functions as a partial mediator in the pathway from Online Reputation to Marketing Performance. Additionally, Service Quality strengthens the Consumer Trust–Marketing Performance relationship, whereby hotels delivering higher service standards derive greater trust-driven performance gains. An Adjusted R² of 0.720 attests to the model’s robust explanatory capacity. The findings carry actionable implications for hospitality operators in Medan seeking to harness digital review management as a strategic marketing lever.
Co-Authors Abdon Saut Pardamean Siahaan Andre Syahputra Tarigan Arfi Hafiz Mudrika Arwin Tannuary Darwin Lie Desma Rianti Siregar Diana Valencia Doris Yolanda Saragih Elfina Okto Posmaida Damanik Erick Erick Erwin Sirait Faldy . Fendy Fendy Hafiz Mudrika , Arfi Hengki Mangiring Parulian Simarmata Henry Dunan Pardede Heru Sugara Jackson Tanama Jefri . Jesika Lusiana Siregar Jusra Tampubolon Poltak Pardamean Simarmara Purnama Yanti Purba Rudi Halim Sabar Duma Sihombing Sabar Dumayanti Sihombing Sep tianto Setia Plansa Situmorang Silvie Kristanti Sofiyan Stanley Lawrence Syahputra Tarigan, Andre Tesalonika Purba Victor Victor Zinni Zinni