Experiential Marketing and E-Wom Create Brand Loyalty Through Brand Trust

Aminudin Azis; Ina Syarifah; Netty Lisdiantini

doi:10.55927/mudima.v3i7.4308

Authors

Aminudin Azis Politeknik Negeri Madiun
Ina Syarifah Politeknik Negeri Madiun
Netty Lisdiantini Politeknik Negeri Madiun

DOI:

https://doi.org/10.55927/mudima.v3i7.4308

Keywords:

Experiential Maeketing, E-Wom, Brand Loyalty, Brand Trust

Abstract

This study examines and explains the relationship of variables that become income factors from the application of marketing concepts, namely experiential marketing, E-WOM, Brand Trus, which then form brand loyalty. The object of this research is a hotel in Malang. The data was obtained by distributing online questionnaires to 160 people. Furthermore, the data were analyzed using the Partial Leasr Square (PLS) analysis tool with SmartPLS software. The results of this study indicate that; first, experiential marketing has a significant positive effect on brand trust, the second experiential marketing has a significant positive effect on brand trust, the third experiential marketing has a significant positive effect on brand loyalty, the fourth E-WOM has a significant positive effect on brand loyalty and fifth, brand trust has a significant positive effect on brand loyalty

References

Atulkar, S. (2020). Brand trust and brand loyalty in mall shoppers. Marketing Intelligence & Planning, 38(5), 559–572. https://doi.org/10.1108/MIP-02-2019-0095

Bascha, U. F., Reindrawati, D. Y., Witaningrum, A. M., & Dwi Setiani Sumar. (2020). Dampak Pandemi COVID-19 Terhadap Minat Masyarakat dalam Berwisata dan Sosialisasi Penerapan Protokol New Normal Saat Berwisata. Jurnal Abdidas, 1(3), 119–124.

Chang, W. J. (2021). Experiential marketing, brand image and brand loyalty: a case study of Starbucks. British Food Journal, 123(1), 209–223. https://doi.org/10.1108/BFJ-01-2020-0014

CNN Indonesia (2022, January 4). Okupansi Hotel Naik Jadi 47,83 persen pada November 2021. https://www.cnnindonesia.com/ekonomi/20220103141548-92-741940/okupansi-hotel-naik-jadi-4783-persen-pada-november-2021

Dulek, B., & Aydin, İ. (2020). Sosial Medya Pazarlamanin Elektronik Ağizdan Ağiza İletişim, Marka Sadakati Ve Satin Alma Niyetine Etkisi. Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 20, 271–288. https://doi.org/10.29029/busbed.734350

Elsayeh, Y. (2020). Post-COVID-19: Potential Effects on Egyptians’ Travel Behavior. 20(3)

Gheorghe Orzan, Otilia– Elena Platon, Cristian Dragos Stefănescu, Mihai Orzan. (2016). Conceptual Model Regarding The Influence Of Social Media Marketing Communication On Brand Trust, Brand Affect And Brand Loyalty. Economic Computation and Economic Cybernetics Studies and Research, Issue 1/2016, Vol. 50.

Kristiutami, Y. P. (2021). Strategi Pemasaran Hotel Grand Asrilia di Masa Pandemi Covid-19. Media Wisata, 19(1), 1-10.

Puspita, N. P. L. A., Astawa, I. P., & Mudana, I. G. (2021). Hotel Strategy in Facing the Covid-19 Pandemic (The Westin Resort Nusa Dua Experience). International Journal of Glocal Tourism, 2(1), 28-39.

Ramirez, Richard Huaman & Merunka, Dwight. (2018). Brand experience effects on brand attachment: the role of brand trust, age, and income. European Business Review Vol. 31 No. 5, pp. 610-645, DOI 10.1108/EBR-02-2017-0039.

Tajuddin, Muhammad., Umar Nimran, Endang siti astuti, Kertahadi. (2015). Kesuksesan Sistem informasi Perguruan tinggi dan good university governance, Sebuah kajian empiris di perguruan tinggi swasta, Malang: UBPress

Tran, G. A., & Strutton, D. (2020). Comparing email and SNS users: Investigating e-servicescape, customer reviews, trust, loyalty and E-WOM. Journal of Retailing and Consumer Services, 53, 101782. https://doi.org/10.1016/j.jretconser.2019.03.009

Zhang, D., Mahmood, A., Ariza-Montes, A., Vega-Muñoz, A., Ahmad, N., Han, H., & Sial, M. S. (2021). Exploring the Impact of Corporate Social Responsibility Communication through Social Media on Banking Customer E-WOM and Loyalty in Times of Crisis. International Journal of Environmental Research and Public Health, 18(9), 4739. https://doi.org/10.3390/ijerph18094739