Pemasaran Media Sosial, Gestalt Merek Dan Loyalitas Pelangan: Studi Empiris Pada Tomohon International Flower Festival

Abstract

Meskipun penggunaan media sosial dalam pariwisata telah menjadi fokus banyak penelitian sebelumnya, peranan media sosial dalam membangun merek festival pariwisata masih membutuhkan kajian lebih lanjut. Penelitian ini bertujuan mengembangkan dan menguji model teoritis yang menjelaskan pengaruh pemasaran media sosial (PMS) terhadap gestalt merek dan loyalitas pelanggan dalam konteks festival pariwisata. Lebih lanjut, penelitian ini menguji pengaruh mediasi gestalt merek terhadap hubungan antara pemasaran media sosial dan loyalitas merek. Untuk menjawab rumusan masalah, survei dilakukan terhadap 316 responden yang pernah menghadiri Tomohon International Flower Festival. Data kemudia diuji menggunakan model persamaan struktural dengan bantuan program statistik SmartPLS. Hasil analisis menunjukan bahwa pemasaran sosial media memberikan pengaruh yang signifikan dan positif terhadap gestalt merek dan loyalitas pelanggan. Kedua, gestalt merek memberikan pengaruh yang signifikan terhadap loyalitas merek. Ketiga, gestalt merek memediasi pengaruh pemasaran sosial media terhadap loyalitas merek.

Empirical nexus of hospital brand gestalt, patient satisfaction and revisit intention

“…Mandagi et al (2021) identified four key dimensions of brand gestalt: story, sensescape, servicescape and stakeholder. Subsequent research has further developed the nomological network of brand gestalt, demonstrating that it is a critical determinant of brand attachment (Mandagi et al , 2022), brand attitude (Walean et al , 2023), consumer loyalty (Mandagi and Aseng, 2021; Mandagi et al , 2021; Mandagi, 2023), customer satisfaction and purchase intention (Toding and Mandagi, 2022; Walean et al , 2023).…”

“…gestalt) significantly influences customer behavior, resulting in increased brand loyalty and repeat purchases (Rantung et al , 2023; Rondonuwu and Mandagi, 2023; Walean et al , 2023). Moreover, relevant studies have documented the dimensional effects of brand gestalt on loyalty intentions, including repurchase intention (Mandagi et al , 2022; Mandagi, 2023; Rantung et al , 2023; Walean et al , 2023). For instance, a positive and compelling brand story can enhance patients’ overall satisfaction with their health-care experience, ultimately increasing the likelihood of revisiting the health-care provider.…”

“…In the context of a hospital, brand gestalt assumes a critical role for various reasons. First, in today’s competitive health-care landscape, a robust brand gestalt distinguishes a brand from its competitors, establishing a unique identity that resonates with consumers (Mandagi, 2023; Toding and Mandagi, 2022). Moreover, a well-crafted brand that conveys compassion, care and empathy can instill a sense of comfort in patients and their families.…”

Integrating Social Media Marketing and Brand Gestalt: An Empirical Analysis in Educational Institutions

“…Lefrand S. Pasuhuk, Deske W. Mandagi / Integrating Social Media Marketing and Brand Gestalt: An Empirical Analysis in Educational Institutions Organizations derive value from harnessing social media to bolster marketing endeavors, elevate customer awareness, and foster the growth of virtual brand communities (Warbung dkk. 2023;Mandagi 2023). Recognizing the vast and diverse audience present on these platforms, businesses strategically pivot towards leveraging the expansive user base to broaden their market reach.…”

“…This two-way communication is not only instrumental in shaping marketing strategies but is also crucial for fostering a sense of brand loyalty and trust among consumers who increasingly seek authenticity and engagement in their interactions with businesses (Rotty dkk. 2022;Mandagi 2023). As companies navigate the landscape of social media-based marketing, they recognize that the pursuit of growth is intricately tied to their ability to adapt, engage, and resonate with the contemporary consumer within the ever-evolving digital ecosystem (Banjarnahor dkk.…”