Article Per Year (5 Year)
p-Index From 2019 - 2024
0.23
P-Index
This Author published in this journals
All Journal ESENSI: Jurnal Manajemen Bisnis
bellen, yuni alfitri
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search
Journal : ESENSI: Jurnal Manajemen Bisnis

 1 
BUILDING THE HOTEL BRAND ADVOCACY TO ATTRACT MORE VISITORS bellen, yuni alfitri; Tuti, Meylani
ESENSI: Jurnal Manajemen Bisnis Vol 27 No 2 (2024): ESENSI: Jurnal Manajemen Bisnis
Publisher : Lembaga Riset dan Pengabdian Masyarakat (LRPM) Institut Bisnis Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55886/esensi jmb.v27i2.860

Abstract

This research aims to determine the influence of influencer marketing, social media marketing, product quality, service quality on brand advocacy. In collecting and researching data, researchers used a quantitative-based research approach. Sampling was carried out using a purposive sampling method and data was collected from 255 respondents. Using structural equation models as a data analysis method with the help of smartPLS software. The results of the analysis show that there is a significant influence of social media marketing, product quality, and service quality on brand advocacy. Meanwhile, the results of the analysis from influencer marketing on brand advocacy are that the negative effect is not significant. The practical implication of the results of this research is that Adotel Hotel Jakarta should be able to determine influencers who match the content or passion uploaded on their social media according to the product being promoted.
Co-Authors Tuti, Meylani