Objective: This study aims to determine the role of social word of mouth in mediating the influence of digital content marketing on visiting interests. Design/Methods/Approach: This research uses a purposive sampling technique on 385 respondents who used social media and had never visited Melasti Beach tourist attractions. The data collection technique uses a questionnaire. This research uses SmartPLS 4 to test the validity, reliability, and various tests. Findings: As a result of the study, it is found that digital content marketing has a positive effect on visiting interest, digital content marketing has a positive effect on social word of mouth, social word of mouth has a positive effect on visiting interest, and social word of mouth mediates digital content marketing on visiting interest. Originality: The development of digitalization has led to new ways for tourists to look for references through social word of mouth on social media. This research topic becomes very important for marketers considering that the application of content marketing strategies presents social word of mouth on social media. This is important, especially for a tourist attraction, to generate interest in visiting. Practical/Policy implication: Identification of social word of mouth on social media can be used as a benchmark in mediating digital content marketing and visiting interest. The results of this study have implications for the tourist attraction of Melasti Beach to create interesting content.
This study aims to determine the effect of brand image and brand trust on consumer loyalty. This type of research is quantitative research. This research method uses multiple regression analysis. Data collection techniques using questionnaires, sampling techniques using a purposive sampling technique. The population in this study were domestic passengers of PT Citilink Indonesia Denpasar Branch Office in the last five years. The sample used the slovin formula with 100 respondents. The results showed that partially and simultaneously, the variable brand image and brand trust significantly affected consumer loyalty. The brand image formed by Citilink airline can provide a good perception to consumers and the existing efforts in building brand trust in consumers through fulfilling the needs desired by Citilink airline consumers. PT. Citilink is expected to improve its brand image further and maintain and increase the confidence of existing brands by always providing the flight services that consumers want so that consumers no longer doubt the service products that PT has produced. Citilink. Then also pay attention to consumer loyalty; for example, companies can more quickly evaluate what consumers want by providing criticism and advice services to Citilink airlines. Keywords: Customer Loyalty, Brand Image, Brand Trust
Taro Village is one of the villages located in Tegallalang District, Gianyar Regency, Bali Province. This village has various kinds of potential, especially natural potential that can be used as a tourist destination. In addition, the surrounding environment is quite calm making this village as one of the tourist destinations based on ecological, community custom and cultural values so it can make Taro Village has the potential to be developed into an eco-spiritual destination. The research aims to identify the potentials and weaknesses that exist in Taro Village, as well as the opportunities and external obstacles faced by Taro Village. The method used in this research is qualitative approach by using a SWOT analysis. The results show that Taro Village can be developed into an eco-spiritual tourist by maximizing the strategy according to its potential and minimizing the weaknesses in Taro Village.
Objective: This study aims to examine the effect of brand positioning, brand image, and perceived price on the repurchase intention of low-cost carrier consumers. Design/Methods/Approach: This study uses a purposive sampling technique to obtain a sample of 400 respondents who had used Citilink airline from I Gusti Ngurah Rai Airport. Data collection techniques are carried out by distributing online questionnaires using a Likert Scale points 1 to 5, which have been analyzed using SmartPLS 4 through the measurement model test (outer model), and structural model test (inner model). Findings: The findings show that brand positioning has a positive effect on the repurchase intention of consumers of a low-cost carrier, brand image has a positive effect on the repurchase intention of consumers low-cost carrier, and the perceived price has a positive effect on the repurchase intention of consumers low-cost carrier. Originality: This research adds dimensions to the variables of brand positioning, brand image, and perceived price and combines them to determine their effect on the repurchase intention of Indonesian low-cost airlines. Practical/Policy Implications: Identifying the results of the variable brand positioning, brand image, and perceived price can measure repurchase intention for low-cost carrier consumers. This study provides low-cost carriers that the right brand positioning strategy, positive image, and price can create a consumer repurchase intention.
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