Electronic Word of Mouth and Promotion in Driving Repurchase Intention through Customer Satisfaction in the Hospitality Industry

Yanti Nirmala

doi:10.55927/ministal.v5i1.15963

Authors

Yanti Nirmala Universitas Asa Indonesia

DOI:

https://doi.org/10.55927/ministal.v5i1.15963

Keywords:

Electronic Word of Mouth, Promotion, Customer Satisfaction, Repurchase Intention

Abstract

This study examines the influence of electronic word of mouth (e-WOM) and promotion on customer satisfaction and revisit intention at Ibis Styles Bekasi Hotel. The study focuses on guests who have stayed at the hotel at least twice, with data collected from 120 respondents using incidental sampling. Questionnaires were distributed between October and December 2025. Data analysis was conducted using Partial Least Squares Structural Equation Modelling (PLS-SEM) with SmartPLS. The results reveal that promotion and revisit intention have a positive and significant effect on customer satisfaction. Furthermore, e-WOM, promotion, and customer satisfaction positively and directly influence revisit intention. However, e-WOM is found to have an adverse direct effect on customer satisfaction. In terms of mediation, customer satisfaction significantly mediates the relationship between promotion and revisit intention, while it does not mediate the relationship between e-WOM and revisit intention. These findings highlight the critical roles of promotional strategies and customer satisfaction in enhancing revisit intention in the hospitality industry, while suggesting that not all forms of e-WOM positively affect customer satisfaction.

Downloads

Download data is not yet available.

References

Akakip, F., & Milang, I. (2023). Pengaruh Kualitas Pelayanan Dan Promosi Terhadap Kepuasan Konsumen Pada Hotel Santika Luwuk. Aksara: Jurnal Ilmu Pendidikan Nonformal, 9(1), 485–500. https://doi.org/http://dx.doi.org/10.37905/aksara.9.1.485-500.2023

Anaya Sanchez, R. Martinez Lopez, F. (2020). Trust and loyalty in online brand communities. Spanish Journal of Marketing - ESIC, 24(2), 177–191. https://doi.org/10.1108/SJME-01-2020-0004

Anggita, R., & Pramadanti, R. (2024). Strategi membangun customer value : pengaruh kualitas produk dan electronic word of mouth melalui mediasi keputusan pembelian. Jurnal Bisnis Dan Kajian Strategi Manajemen, 8(1), 274–288. https://doi.org/10.35308/jbkan.v8i1.9109

Anim, A., & Indiani, N. L. P. (2020). Pengaruh Promosi Dan Kualitas Layanan Terhadap Keputusan Pembelian Kembali (Studi Kasus Pada Start Up Coffee Renon Denpasar). Jurnal Ilmiah Manajemen Dan Bisnis, 5(1), 99–108. http://journal.undiknas.ac.id/index.php/manajemen/article/view/2432

Apritama, N. & Susila, I. (2023). Analisis Pengaruh Brand Image, Customer Service, Dan E-Wom Terhadap Repurchase Intention Dengan Kepuasan Pelanggan Sebagai Variabel Mediasi. Jurnal Media Wahana Ekonomika, 20(1), 135–150.

Aripin, Z. (2021). Marketing Management. In Marketing Management. Deepublish Publisher.

Arman, & Shabbir, A. (2020). Impact Of Service Quality and Brand Image On Brand Loyalty: The Mediating Role Of Customer Satisfaction. 8(2), 75–84. https://doi.org/10.15604/ejss.2020.08.02.004

Barella, Y. Alajaili, H. (2024). Quantitative Methods in Scientific Research. Jurnal Pendidikan Sosiologi Dan Humaniora, 15(1), 281–287. https://doi.org/10.26418/j-psh.v15i1.71528

Budiono, A. (2021). Pengaruh Kualitas Produk, Persepsi Harga, Promosi, Lokasi, Kualitas Pelayanan Terhadap Loyalitas Konsumen Melalui Kepuasan Konsumen Di Rumah Makan Bebek Kaleo Tebet Jakarta Selatan Dimasa Pandemi Covid-19. SEGMEN Jurnal Manajemen Dan Bisnis, 17(2), 223–247. https://doi.org/10.37729/sjmb.v17i2.6868

Carvalho, L. De Machado, J. (2020). Bridging the gap between brand gender and brand loyalty on social media : exploring the mediating effects. Journal of Marketing Management, 36(11–12), 1125–1152. https://doi.org/10.1080/0267257X.2020.1740293

Effendi, E. & Besra, E. (2019). Analisis Keterkaitan Store Image, Customer Satisfaction Dan Repurchase Intention (Survei Pada Pelanggan SJS Plaza). Jurnal Ilmiah Mahasiswa Ekonomi Manajemen, 4(1), 372–384.

Fausta, M. Risqiani, R. (2023). Pengaruh Customer Experience, Customer Satisfaction, Terhadap Repurchase Intention Pada Restoran Cepat Saji. Equilibrium: Jurnal Penelitian Pendidikan Dan Ekonomi, 20(1), 1–9.

Hair, J. Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modelling (PLS-SEM) (Second). SAGE Publications, Inc. https://doi.org/10.1080/1743727x.2015.1005806

Hair, J. Anderson, R. (2019). Multivariate Data Analysis (Eighth, Vol. 87, Issue 4). Cengage.

Hardiana, C. & Kayadoe, F. (2022). Pengaruh Promosi Penjualan Dan Kualitas Layanan Terhadap Minat Beli Ulang Melalui Kepuasan Pelanggan Pada Starbucks Coffee Grand Wisata Bekasi. Jurnal Ekonomi Dan Bisnis, 2(2), 71–87.

Husen, I. (2023). Kualitas Pelayanan, Customer Service, Promosi Terhadap Minat Beli Ulang Melalui Kepuasan Konsumen Pada Game Online Valorant. Jurnal Ekonomi, Manajemen, Bisnis Dan Akuntansi, 2(4), 683–692.

Ismagilova, E. Dwivedi, Y. (2021). A meta-analysis of the factors affecting eWOM providing behaviour. European Journal of Marketing, 55(4), 1067–1102. https://doi.org/10.1108/EJM-07-2018-0472

Itasari, A. Supriyadi, A. (2020). Pengaruh Word of Mouth, Electronic Word of Mouth dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan. ETTISAL: Journal of Communication, 5(2), 259–271. https://doi.org/ttp://dx.doi.org/10.21111/ejoc.v5i2.5069

Jaya, U. & Putri, T. (2021). Pengaruh Electronic Word Of Mouth Dan Trust Terhadap Repurchase Intention. Cakrawala - Repositori IMWI, 4(2), 188–196.

Lavenia, B. (2018). Pengaruh Technology Acceptance Model Dan Electronic Word Of Mouth Terhadap Kepuasan Pelanggan (Survei Pada Pelanggan GO-JEK Di Kota Kediri). Universitas Brawijaya.

Li, M. Chen, C. (2020). Unlocking the customer engagement-brand loyalty relationship in tourism social media: The roles of brand attachment and customer trust. Journal of Hospitality and Tourism Management, 44(November 2019), 184–192. https://doi.org/10.1016/j.jhtm.2020.06.015

Mahartana, M., & Nainggolan, B. (2022). Meningkatkan Niat Pembelian Ulang Pelanggan Hotel Horison Ultima Bekasi Melalui Sosial Media Marketing dan Persepsi Harga: Peran Mediasi Kepuasan Pelanggan. Jurnal Panorama Nusantara, 17(1).

Molinillo, S. Liebana Cabanillas, F. (2021). Social commerce website design, perceived value and loyalty behaviour intentions: The moderating roles of gender, age and frequency of use. Journal of Retailing and Consumer Services, 63(May). https://doi.org/10.1016/j.jretconser.2020.102404

Munawar, S. Silviyanti, R. (2023). Pengaruh Customer Satisfaction terhadap Revisit Intention dan Dampaknya pada Electronic Word Of Mouth (E-Wom) di Wisata Situ Bagendit. Jurnal Wacana Ekonomi, 22(2), 82–94.

Negoro, R. & Pramadanti, R. (2024). Peran EWOM Dalam Memediasi Kualitas Produk dan Perceived Value Terhadap Keputusan Pembelian. Jurnal Bisnis Dan Kajian Strategi Manajemen, 8(2), 380–393.

Ningtias, A. & Sugiyanto (2023). Pengaruh E-Service Dan E-WOM Terhadap Minat Beli Ulang Melalui Kepuasan Konsumen Pada Pengguna Marketplace Tokopedia. JEBI: Jurnal Ekonomi Dan Bisnis, 1(3), 396–406.

Pangestu, A. & Tuti, M. (2022). Meningkatkan Kepuasan Pelanggan Melalui Kualitas Produk, Citra Merek Dan Promosi Pada Kopi Kenangan Ruko Mall Of Indonesia. Jurnal Human Capital Development, 9(3).

Pesoa, J. Dewa, P. (2021). Customer Loyalty in Coffee Shop : Literature Review and Conditions for the Future. 2(2).

Poulis, A., & Konstantoulaki, K. (2019). Do firms still need to be social? The firm generated social media content. Information Technology and People, 32(2), 387–404. https://doi.org/10.1108/ITP-03-2018-0134

Prabawa, I., & Suparna, G. (2023). Customer Experience and Brand Image untuk Membangun Kepuasan Pelanggan dan Repurchased Intention Konsep dan Aplikasi. Penerbit Lakeisha.

Pradana, E. Heriyadi (2021). Analisis Pengaruh Customer Experience Dan Promosi Penjualan Terhadap Kepuasan Pelanggan Dan Minat Beli Ulang Pada Starbucks Coffee Di Pontianak : Perspektif B2C. Equator Journal of Management and Entrepreneurship, 9(2), 88–106.

Prakoso, A. & Dwiyanto, B. (2021). Analisis Pengaruh Kualitas Produk, Brand Image, Dan Promosi Untuk Meningkatkan Minat Beli Ulang Konsumen Rown Division Di Kota Solo. Diponegoro Journal Of Management, 10(4), 1–14.

Pramadanti, R. Riyanto, A. (2023). Strategi membangun loyalitas merek : Pengaruh kualitas produk , perceived value , dan e-wom melalui mediasi kepercayaan merek. Jurnal Inspirasi Bisnis Dan Manajemen, 7(2), 129–148.

Pratama, R., & Nurmansyah, A. (2024). Pengaruh Electronic Word Of Mouth Terhadap Repurchase Intention Yang Dimediasi Oleh Brand Image Produk Sabun Mandi Merek Lifebuoy Di Kota Bandung. Journal Syntax Idea, 6(1), 123–136. https://doi.org/https://www.doi.org/10.30651/jms.v9i3.22996

Putri, A. & Ramli, Y. (2019). Pengaruh Citra Merek Terhadap Minat Beli Ulang Dengan Memperhatikan Harga, Kualitas Produk, Dan Promosi Pada Produk Kosmetik Wardah. Jurnal SWOT, 9(1), 11–21.

Putri, M. & Sienatra, K. (2023). Pemediasian Antara Pengaruh E-WOM Terhadap Repurchase Intention Dengan Mediasi Brand Image Pada Produk Skincare Merek Lokal Indonesia Yang Ada Di E-Commerce. Parsimonia: Jurnal Akuntansi, Manajemen, Dan Bisnis, 10(2), 100–109.

Rahmawati, A. Azis, A. (2018). Pengaruh Kepuasan Konsumen Terhadap Repurchase Intention. Intuisi: Jurnal Psikologi Ilmiah, 10(3), 293–298.

Ramadhan, R. Ambarwati, D. (2023). Pengaruh Ekuitas Merek Terhadap Perilaku Niat Beli Ulang Dimediasi Kepuasan Tamu Hotel Grand Anugerah Di Bandar Lampung. Economics and Digital Business Review, 4(2), 236–249.

Rosifa, A. Kurniawan, R. (2020). Pengaruh Nilai Pelanggan Dan Electronic Word Of Mouth Terhadap Kepuasan Pengunjung Dengan Keputusan Berkunjung Sebagai Variabel Intervening Pada New Marjoly Beach And Resort. Jurnal Bahtera Inovasi, 4(1), 64–76.

Sari, D. & Paludi, S. (2020). Pengaruh Kualitas Pelayanan, Kualitas Produk Dan Promosi Terhadap Kepuasan Pelanggan Di Restoran Uccello. Majalah Ilmiah Panorama Nusantara, 15(1).

Steven P. & Idris (2024). Pengaruh Kualitas Layanan dan WOM Elektronik Terhadap Niat Membeli Kembali Dengan Kepuasan Pelanggan Sebagai Variabel Mediasi (Studi pada Konsumen situs Tokopedia di Kota Semarang). Diponegoro Journal Of Management, 13(1), 1–16.

Sudirman, R. Firdaus, T. (2022). Pengaruh Kualitas Pelayanan Dan Promosi Terhadap Kepuasan Pelanggan d’Dhave Hotel Purus Padang. Jurnal Matua, 4(1), 201–214.

Suganya, S. (2019). Impact Of Perceived Value, Brand Trust, and Brand Image On Brand Loyalty - Among Aavin Milk Consumers. 14.

Sulandra, I. Sihombing, I. (2024). Pengaruh Promosi, Kualitas Pelayanan Terhadap Niat Datang Kembali: Kepuasan Pelanggan Hotel Bintang Empat. Tulip: Tulisan Ilmiah Pariwisata, 7(1), 48–54. https://doi.org/http://dx.doi.org/10.31314/tulip.7.1.48-54.2024

Supriyanto, B., & Dahlan, K. (2024). The Impact of Brand Image and Service Quality on Customer Loyalty, with Customer Satisfaction as A Mediator. International Journal of Social Service and Research, 4(01), 290–297. https://doi.org/10.46799/ijssr.v4i01.709

Susanti, N. & Wulandari, R. (2021). How Does The Electronic Word Of Mouth (EWOM) Build Brand Trust In Increasing Buying Interest During The COVID-19 Pandemic? International Journal of Economics, Business, 5(03), 1–14.

Vera, J., & Trujillo, A. (2017). Searching for the most influential variables to brand loyalty measurements: An exploratory study. Contaduria y Administracion, 62(2), 600–624. https://doi.org/10.1016/j.cya.2016.04.007

Vuong, B. Dung, N. (2024). How Customer Experience Promotes Customer Loyalty through Passenger Satisfaction : Does Brand Reputation Matter ? Transportation Research, 80, 45–52. https://doi.org/10.1016/j.trpro.2024.09.007

Wangsa, I. Dana, I. (2022). Promosi Penjualan Untuk Membangun Electronic Word Of Mouth dan Mendorong Pengambilan Keputusan. Penerbit Lakeisha.

Wilson, P. & Keni. (2020). Brand Experience, Perceived Value, Brand Trust untuk Memeprediksi Brand Loyalty: Brand Love Sebagai Variabel Mediasi. Jurnal Muara Ilmu Ekonomi Dan Bisnis, 4(1), 184. https://doi.org/10.24912/jmieb.v4i1.7759

Wiryana, N. & Erdiansyah, R. (2020). Pengaruh E-Service Quality Dan Perceived Value Terhadap Repurchase Intention Dengan Customer Satisfaction Sebagai Variabel Mediasi Pada Bisnis E-Commerce (Studi Pada Konsumen E-Commerce Di Jakarta Barat). Jurnal Manajemen Bisnis Dan Kewirausahaan, 4(5), 217–223.