Membangun Customer Loyalty melalui Customer Satisfaction yang dipengaruhi oleh Social Media Marketing, Service Quality, dan Experiential Marketing

Abstract

It is impossible to divorce Bali's expanding tourism industry from the numerous initiatives taken by business players to keep visitors coming back and cultivate their loyalty.This investigation looks at the function of social media marketing, service quality, and experiential marketing in increasing customer satisfaction and loyalty. This research was conducted at Chandra Bali Villas, Seminyak-Bali. This quantitative research uses Accidental Sampling to determine the sample with 161 respondents. Distribution of questionnaires was used to gather empirical data, which was then examined using the PLS-SEM method. This study proved that customer satisfaction and marketing strategies can significantly influence consumer loyalty through social media and providing unique experiences. Furthermore, it is proven that customer satisfaction can be increased by providing good service quality, experience, and marketing through social media. This study succeeded in identifying that service quality turned out to have a negative and big impact on loyalty. In addition, this study also found that consumer satisfaction can act as a mediating variable well. This study can contribute theoretically to the marketing literature and practically to Chandra Bali Villas in increasing customer satisfaction and loyalty by focusing on implementing the right marketing strategy, providing quality service, and providing new consumer experiences.