JURNAL MANAJEMEN MOTIVASI
Vol 22 No 2 (2026): Jurnal Manajemen Motivasi

The Effect of the Hedonic Value of the Online Digital Experience on Brand Advocacy: The Mediating Role of Brand Engagement and the Moderating Role of Digital Experience Satisfaction in Tourism Destinations in Southwest Papua

Idjie, Fince Milha (Unknown)
Maghrifani, Dila (Unknown)

Article Info

Publish Date
06 Aug 2026

Abstract

Digital technology has transformed how tourists interact with tourism destinations. This study examines the effect of Hedonic Value of the Online Digital Experience on Brand Advocacy, with Brand Engagement as a mediator and Digital Experience Satisfaction as a moderator. Using an explanatory quantitative approach, data from 230 tourists were analyzed using PLS-SEM. The results show that all direct relationships are significant, Brand Engagement partially mediates the relationship, and Digital Experience Satisfaction strengthens the effect on Brand Advocacy. These findings highlight the importance of enjoyable digital experiences in encouraging tourists to become destination advocates.

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Journal Info
JURNAL MANAJEMEN MOTIVASI
Website

Abbrev

jm_motivasi

Publisher

Universitas Muhammadiyah Pontianak

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Jurnal Manajemen Motivasi (JMM) adalah Jurnal Ilmiah Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Pontianak yang diterbitkan secara berkala 2 (dua) kali dalam satu tahun (Juni dan Oktober) sebagai sarana untuk menyebarluaskan hasil penelitian dan ilmu pengetahuan di bidang ilmu manajemen ...