The Influence of Digital Marketing, Service Quality, and Price Perception on Customer Loyalty through Customer Satisfaction among Hotel Service Users in Bandung
Abstract
This study examines the effects of digital marketing, service quality, and price perception on customer loyalty through customer satisfaction at Hotel Preanger Bandung, Indonesia. It aims to assess both direct relationships among the constructs and the mediating role of customer satisfaction. The research is designed as a quantitative, explanatory survey using purposive sampling and a five-point Likert-scale questionnaire administered to customers who had stayed at the hotel within the previous twelve months. The model comprises digital marketing, service quality, and price perception as independent variables, customer satisfaction as a mediator, and customer loyalty as the dependent variable. Structural equation modeling using partial least squares (SEM-PLS) with SmartPLS is specified to evaluate the measurement model, structural relationships, and indirect effects. The results reported here use data representing 120 respondents. Digital marketing, service quality, and price perception have positive, statistically significant relationships with customer satisfaction. Service quality and customer satisfaction also show positive, significant direct relationships with customer loyalty, whereas the direct effects of digital marketing and price perception on loyalty are not significant. Bootstrapping results indicate significant indirect effects of all three independent variables on loyalty through customer satisfaction. The findings suggest that satisfaction may help translate digital communication, service experiences, and perceived value into customer loyalty, this study provides a framework for examining hotel marketing and guest relationships.
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