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All Journal Jurnal Ilmiah Manajemen Kesatuan TRJ (Tourism Research Journal)
Maidar Simanihuruk
Sekolah Tinggi Pariwisata Bogor, Indonesia
Humanities Economics, Econometrics & Finance Environmental Science Social Sciences

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Digital Marketing Strategies and Their Impact on Customer Satisfaction and Brand Loyalty Tiurida Lily Anita; Maidar Simanihuruk; Yuviani Kusumawardhani; Lianna Wijaya
Jurnal Ilmiah Manajemen Kesatuan Vol. 13 No. 4 (2025): JIMKES Edisi Juli 2025
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v13i4.3293

Abstract

This study examines how digital marketing strategies influence customer satisfaction and brand loyalty in four-star hotels in Jakarta, Indonesia. Using a quantitative approach with the SEM-PLS method, the research analyzed responses from 330 hotel guests. The study investigated key variables including service quality satisfaction, digital engagement, social media engagement, online presence perception, and digital promotions. Findings show that service quality, online presence perception, promotion effectiveness, and social media engagement significantly affect customer satisfaction with digital marketing. However, digital engagement and digital promotions showed no significant effect. Moreover, customer satisfaction with digital marketing was not found to have a significant influence on brand loyalty. These findings suggest that while digital strategies can enhance satisfaction, they do not automatically translate into loyalty. Hotel managers are encouraged to strengthen service quality and digital credibility to improve guest experience. This research contributes to understanding the effectiveness of digital marketing practices in the hospitality industry and provides practical guidance for enhancing customer interaction and satisfaction.
Integrative Edu-Tourism Model of Salak Slebor (Sleman Bogor) through Demonstration Plots in Cimande Tourism Village: A Sustainable Tourism Approach Maidar Simanihuruk; Yuviani Kusumawardhani; Laurinciana S Sampebatu; Mohd Noor Ismawi Ismail
Jurnal Penelitian Pariwisata Vol 10 No 1 (2026): (TRJ) Tourism Research Journal
Publisher : Institut Pariwisata Trisakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30647/trj.v10i1.311

Abstract

The purpose of this study is to analyze the determinants of visitors’ behavioral intention and to formulate an integrative edu-tourism model based on the Salak Slebor demonstration plot in Cimande Tourism Village. A mixed-method approach was employed by combining quantitative analysis using multiple regression and qualitative exploration through focus group discussions, interviews, and participatory observation. The quantitative data involved 35 purposively selected respondents, while qualitative data were gathered from 10 key informants, including farmers, community leaders, and Pokdarwis members. The findings reveal that destination attractiveness (AT) and experiential engagement (ENG) significantly influence behavioral intention (BI), whereas educational value (EDU) and sustainability awareness (SUS) are not significant in partial tests. However, simultaneous regression confirms that all four variables together account for 62.9% of the variance in BI (R² = 0.629), indicating that the model has substantial explanatory power. Qualitative results further emphasize the strategic importance of EDU and SUS for long-term knowledge transfer, ecological sustainability, and cultural preservation. Integrating both findings, this study formulates the Integrative Edu-Tourism Model of the Salak Slebor Demonstration Plot, structured around four pillars: Agronomy, Education, Socio-Economic Participation, and Institution & Branding. Keywords: demonstration plots, destination attractiveness, educational value, experiential engagement, behavioral intention
Co-Authors Laurinciana S Sampebatu Lianna Wijaya Mohd Noor Ismawi Ismail Tiurida Lily Anita Yuviani Kusumawardhani Yuviani Kusumawardhani