PENGARUH PEMASARAN DIGITAL DAN CITRA MEREK TERHADAP KEPUTUSAN MENGINAP KEMBALI DI PATRA SEMARANG HOTEL & CONVENTION

Iva Choriati; Sapto Supriyanto

doi:10.31955/mea.v10i1.7342

Iva Choriati Sekolah Tinggi Ilmu Ekonomi Pariwisata Indonesia, Semarang, Jawa Tengah
Sapto Supriyanto Sekolah Tinggi Ilmu Ekonomi Pariwisata Indonesia, Semarang, Jawa Tengah https://orcid.org/0000-0002-8497-5192

DOI: https://doi.org/10.31955/mea.v10i1.7342

Abstract

Industri perhotelan telah mengalami transformasi digital yang signifikan, mengubah cara hotel berinteraksi dengan pelanggan dan memengaruhi keputusan retensi. Pemasaran digital dan citra merek telah muncul sebagai alat penting untuk membangun hubungan jangka panjang di pasar yang kompetitif. Meskipun penelitian substansial mengkaji niat pemesanan hotel awal, terdapat kesenjangan dalam memahami bagaimana faktor-faktor ini secara khusus memengaruhi keputusan menginap kembali di antara pelanggan berpengalaman. Perbedaan ini penting karena pelanggan berulang menghasilkan profitabilitas lebih tinggi, memerlukan biaya pemasaran lebih rendah, dan berfungsi sebagai advokat merek. Penelitian ini mengkaji pengaruh pemasaran digital dan citra merek terhadap keputusan menginap kembali di Hotel Patra Semarang & Convention. Metode survei kuantitatif digunakan dengan 310 responden yang dipilih menggunakan purposive sampling berdasarkan minimal dua kunjungan sebelumnya. Data dikumpulkan melalui kuesioner menggunakan skala Likert lima poin dan dianalisis menggunakan regresi linear berganda dengan SPSS 26.0. Hasil menunjukkan bahwa pemasaran digital secara signifikan memengaruhi keputusan menginap kembali (β = 0,349, t = 7,442, p < 0,001). Citra merek juga memiliki pengaruh signifikan dengan efek sedikit lebih kuat (β = 0,392, t = 8,592, p < 0,001). Kedua variabel secara simultan memberikan pengaruh signifikan (F = 201,387, p < 0,001), secara kolektif menjelaskan 56,7% varians. Temuan ini menunjukkan bahwa pemasaran digital dan citra merek berfungsi sebagai pendorong komplementer dari retensi pelanggan. Hotel harus menerapkan strategi terintegrasi yang memanfaatkan baik saluran digital maupun inisiatif pembangunan merek untuk mengoptimalkan tingkat retensi. Temuan memberikan wawasan yang dapat ditindaklanjuti untuk meningkatkan loyalitas pelanggan melalui keterlibatan digital yang efektif dan penyampaian merek yang konsisten.

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