The superiority of the role of experiential marketing in creating consumer satisfaction is largely determined by the role of celebrity endorsement and word of mouth in the equation format of the research model. the role of celebrity endorsement and word of mouth in advertising to build product/service introductions in understanding the functions and characteristics of products/services. An endorser is selected from a reference group who is considered to have the ability to serve as a role model for the target market so that apart from acting as an information provider, he communicates the value features of the product/service benefits through the application of media technology but can also persuade consumers to make a purchase. On the other hand, word of mouth plays a role in disseminating product/service information massively through social media such as YouTube, WhatsApp, Line, Google, Facebook, and other applications on devices connected to other internet connections, and forming a network (buzzer) that can create customer satisfaction. Because word of mouth activities are based on a person's experience in consuming a pleasant product or service. This research method uses a quantitative approach and is included in the type of explanatory research sourced from the results of the analysis of processed primary data. Data was obtained through a survey by distributing questionnaires using a Likert scale as an alternative to respondents' answers. The analysis of the model equation using path analysis aims to test and analyze the advantages of the role of experiential marketing in creating consumer satisfaction through celebrity endorsement and word of mouth as intervening variables. The results of the analysis show that; 1) The experiential marketing variable has a significant positive effect on celebrity endorsement and word of mouth; 2) The role of experiential marketing variables is proven to be able to create consumer satisfaction indirectly through celebrity endorsement variables and word of mouth.
ABSTRACT The purpose of this study is to determine and analyze the role of digital tourism destinations in realizing the performance of digital tourism destinations through the role of digital as an intervening variable. This research approach is quantitative with the type of explanatory research. Sources of primary data were obtained using the survey method. This research was conducted in the Thousand Islands Regency, Jakarta before the Covid-19 period. Researchers have surveyed as many as 140 people to tourism actors, but from 140 people who meet the requirements 100 samples. To test the hypothesis using path analysis. The research findings show that: (1) digital tourism destination variables (destination image, accessibility, infrastructure, and travel agency) affect the digital role; (2) digital tourism destination variables (destination image, accessibility, infrastructure, and travel agency) do not directly affect digital tourism destination performance; (3) Digital tourism destination variables (destination image, accessibility, infrastructure, and travel agency) through digital roles affect digital tourism destination performance. The results of the analysis show that; (1) The success of digital technology that plays a role in providing tourism information contributes to providing a platform on digital technology as a form of providing information for potential tourists, this is effective because the millennial generation relies on various popular platforms that are commonly used in finding tourism information, and have met the criteria basic needs of life before tourism activities are carried out. The ability to share and exchange information between tourism providers and prospective tourists freely has an impact on increasing the number of tourists who; (2) The role of digital is used as a promotion in attracting tourists to visit using; formation of a positive destination image opinion, the availability of good accessibility including modes of transportation; infrastructure, tourist attraction areas that have added value, good travel agency services, so that the final impact can contribute to increasing the number of tourists. The ability to share and exchange information between tourism providers and potential tourists freely has an impact on digital tourism destination performance. Keywords: Digital tourism destination, Digital tourism destination Performance, and Digital Role.
The transformation of marketing role strategy through social media is very decisive. This technology raises the views and mindset of society radically, whereas the society is very dependent on the technology used. On the other way, producers have their own views on the involvement of social media in influencing people's purchase intentionin possible ways. Through the role of public figures or celebrities, promotion through social media can increase consumer purchase intention. This study aims to analyze the transformation of the role of marketing strategy in realizing consumer purchase intention. The sampling method used quantitative methods with a sample of 98 culinary tourism doer. Where the entire population is used as a sample. The results of the analysis show there is an influence of marketing strategy on purchase intentionthrough celebrity endorsement variable.
The main purpose of this research are to test and analyze the role of transformational leadership in mediating work stress, work motivation and turnover intention on employee performance in PT Indah Kiat Pulp Paper Tbk. This research is an explanatory with quantitative approach. This research is done in Pt Indah Kiat Pulp Paper Tbk. Serang regency with using survey method, primary data source that has been tested for its reliability, validity and normality. The population in this research is all of the employee on PT Indah Kiat Pulp Paper Tbk. Serang Regency. Purpossive sampling is used as this research sample selection, Analysis tool that is used is Path Analysis, and specifically used to test hypothesis according to the paradigm of the developed equation model. The research shows that: (1) Work stress variable has a significant effect on Transformational Leadership; (2) Work Motivation Variable has a significant effect on Transformational Leadership; (3) Turnover intention variable has a significant effect on Transformational Leadership; (4) Transformational Leadership Variable Variabel has a significant effect on employee performance; (5) There is positive effect on the Transformational leadership on mediating the effect of work stress and Turnover Intention on employee performance; (6) There is no efeect on Transformational Leadership on mediating the effect of work motivation on employee performance.
Knowledge and skills possessed by individuals will lead to behavior. Meanwhile, the behavior will produce performance. A person's ability, both knowledge or skills possessed in carrying out work will encourage them to perform well. Individual aspects related to individual abilities and work professionalism, group aspects related to the environment in which they work; such as discipline, job compensation, and job satisfaction as well as aspects of the organizational system related to the extent to which the employee adheres to a commitment to growing the company. The responsibility of human resource management in carrying out their duties is to be able to provide suitable substrates for talented and capable personnel in the organization such as; individual ability, work professionalism, organizational commitment, work discipline, work compensation, and job satisfaction so that they can carry out their duties with good quality. Thus, according to the results and objectives of this study, professional human resources can directly create consumer satisfaction and its impact on purchasing intention. This type of research is explanatory research with a quantitative approach. To test the developed hypothesis using path analysis. Data were obtained from the results of distributing questionnaires to culinary tourism actors using a survey method. The sampling technique used the entire population as a sample (census) with a Likert scale. Primary data analysis was carried out after testing the validity and reliability and normality of the data. Keyword : Customer Satisfaction, Purchasing Intention, Professional Human Resources.
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