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Syam, Asriah
Sekolah Tinggi Ilmu Ekonomi Ciputra Makassar
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BRAND INTERACTION AND INTIMACY AS MEDIATORS BETWEEN STAY EXPERIENCE AND BRAND EVANGELISM AT MAHAVIRA HOTEL NABIRE Nikita Felicia Agatha; Asriah Syam
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 5 No. 8 (2026): JULY
Publisher : RADJA PUBLIKA

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Abstract

The post-pandemic recovery of the hotel industry has intensified competition and increased the importance of customer advocacy. This study examines the effect of stay experience on brand evangelism and tests the parallel mediating roles of brand interaction and brand intimacy among customers of Mahavira Hotel Nabire. A quantitative survey was conducted with 210 customers selected through purposive sampling, and data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The findings show that stay experience has positive and significant effects on brand interaction and brand intimacy. Brand intimacy significantly influences brand evangelism, whereas stay experience and brand interaction do not have significant direct effects on brand evangelism. Brand intimacy significantly mediates the relationship between stay experience and brand evangelism, while brand interaction does not. These results indicate that positive hotel experiences encourage voluntary recommendations when they create emotional closeness between customers and the hotel brand. Managers should therefore design personalized, meaningful, and memorable service experiences to strengthen brand intimacy and support brand evangelism.
Co-Authors A. Rizki Amelia Adindah Novihartina Jafar Afrizal Firman Ashar HM Astuty Hasti Azniah Syam Basir, Mustika Kusuma Bilyan Putra Sari Burhanuddin, Fia Fauzia Carolina Mustikarini Carolina N. Mustikarini Carolina Novi Mustikarini Cindy Yoel Tanesa Cindy Yoel Tanesia Cipta C. Perdana David Sundoro Djiemesha, Novicha Dyan Fauziah Suryadi Elia Ardyan Erwin Parega Eva Arna Abrar Fia Fauzia Burhanuddin Firawati Firawati gosal, Michelle Gracela Marisa Gracela Marisa Sanapang Ibriati Kartika Alimuddin Indra Dewi Justin Wijaya Kasim, Jamilah Kasmir Syariati Lesmana, Kylie Maichal Maichal Maichal Molina, Natanael T Muh Syulhasbiullah Mustikarini, Carolina Novi Nikita Felicia Agatha Novika A. Triani Rahmat Zulfikar S.E., M.M, Dr. Monalisa, Sherah Sherah Sinar Dharmayana Putra St Salmah Sharon Suade, Yuyun Karistin Meilisa Suwanto, Vanessa Leviane Tanesia, Cindy Yoel Tanesia, S.E., MBA, Cindy Yoel Theodore, Diondre Wiander, Bryan Winarto Poernomo Yusnaeni Yusnaeni, Yusnaeni Zamli