The Effect of Digital Marketing, Customer Experience And Brand Equity On Customer Loyalty of Archipelago Hotels In The Special Region of Yogyakarta (DIY)
Keywords:
Digital Marketing, Customer Experience, Brand Equity, Customer Loyalty, Archipelago Hotel.
Abstract
This study aims to analyze the influence of digital marketing, customer experience, and brand equity on customer loyalty at Hotel Archipelago in the Special Region of Yogyakarta (DIY). The research employed a purposive sampling technique, involving 130 respondents. Primary data was collected through an online questionnaire (Google Form), which was tested for validity and reliability. Data analysis included descriptive statistics, instrument testing (validity and reliability), classical assumption tests (normality, linearity, heteroscedasticity, and multicollinearity), and hypothesis testing (t-test and F-test). The coefficient of determination (R²) was used to measure the extent to which the independent variables influenced the dependent variable. Multiple linear regression analysis was conducted using IBM SPSS version 25. The results indicate that digital marketing, customer experience, and brand equity have a significant positive effect on customer loyalty. Simultaneously, these three variables also collectively exhibit a significant influence on customer loyalty at Hotel Archipelago DIY.
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Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2017). Services marketing: Integrating customer focus across the firm (7th ed.). McGraw-Hill Education.
Accenture. (2022). Hospitality industry trends: The future of customer experience. Accenture Research.
Alalwan, A. A. (2020a). Social media marketing in the tourism and hospitality industry: A systematic review and future directions. Journal of Travel & Tourism Marketing, 37(2), 154–168.
Alalwan, A. A. (2020b). Social media marketing in the tourism and hospitality industry: A systematic review and future directions. Journal of Travel & Tourism Marketing, 2(37), 154–168.
Amalia, R., & Rahma, A. (2022). Digital marketing and brand awareness in hotel loyalty programs. Journal of Hospitality Marketing, 15(2), 112–125.
Chaffey, D., & Ellis-Chadwick, F. (2020). Digital marketing (7th ed.). Pearson Education.
Chaffey, D., & Ellis-Chadwick, F. (2020). Digital marketing (7th ed.). Pearson Education.
Chen, X., & Myagmarsuren, O. (2021). Brand equity and hotel per formance : Evidence from Southeast Asia. International Journal of Hospitality Management, 95.
Chinomona, R., & Dubihlela, D. (2020). he influence of brand equity on customer loyalty in South African e-commerce. Journal of Consumer Marketing, 37(3), 345–357.
Dick, A. S., & Basu, K. (1994). Customer Loyalty: Toward an Integrated Conceptual Framework. Journal of the Academy of Marketing Science, 22(2), 99–113. https://doi.org/10.1177/0092070394222001
Ermawati, P., Sudiro, A., & Khusniyah, N. (2016). The Influence of Brand Awareness and Brand Association on Brand Equity of Hypermarket Customers in Malang City. Journal of Management Applications, 14(2), 373–386.
Fatimah, T., Astuti, R., & Najib, M. (2021). The effect of brand equity on customer loyalty in Indonesian hotel industry. Journal of Asian Finance, Economics and Business, 8(3), 1029–1037.
Fitriani, D., & Nugroho, A. (2022). Brand equity and customer loyalty in chain hotels. International Journal of Tourism Research, 24(2), 178–190.
García, J. M., López, R., & Fernández, A. (2023). Brand equity and customer loyalty in the telecommunications industry: Evidence from Spain. Journal of Brand Management, 30(1), 45–60.
Homburg, C., Jozić, D., & Kuehnl, C. (2019). Customer experience management in the luxury hotel industry. Journal of Service Research, 22(3), 343–360.
Johnson, L., & Lee, S. (2023). Digital customer experience and loyalty in Indonesian e-commerce. Journal of Retailing and Consumer Services, 64, 102–115.
Kandampully, J., & Hu, H. (2023). Service consistency and customer loyalty in hotels: A cross-cultural study. Journal of Service Management, 34(2), 245–267.
Keller, K. L., & Swaminathan, V. (2020). Strategic brand management: Building, measuring, and managing brand equity (5th ed.). Pearson Education.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
Kotler, P., Kartajaya, H., & Setiawan, I. (2019). Marketing 5.0: Technology for humanity. Wiley.
Kumar, V., Rajan, B., Gupta, S., & Pozza, I. D. (2019). Customer loyalty in service organizations. Business Horizons.
Kurniawati, E., Handayati, P., & Osman, S. (2021). DIGITAL TRANSFORMATION OF MSMEs IN INDONESIA DURING THE PANDEMIC * Elya Kurniawati 1 *, Idris 2 , Puji Handayati 3 , Sharina Osman 4. Entrepreneurship and Sustainability Issues, 9(2), 316–331.
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69–96.
Montes, J., Ávila, L., Hernández, D., Apodaca, L., Zamora-Bosa, S., & Cordova-Buiza, F. (2023). Impact of entrepreneurship education on the entrepreneurial intention of university students in Latin America. Cogent Business and Management, 10(3). https://doi.org/10.1080/23311975.2023.2282793
Musari, F., Hardilawati, W., & Akhmad, I. (2023). The Influence of Customer Experience, Value, and Customer Satisfaction on Customer Loyalty at Point Coffee in Pekanbaru City. EMBA Independent Student Scientific Journal, 2(1), 347–356.
Mustafa, M. J., Hernandez, E., Mahon, C., & Chee, L. K. (2016). Entrepreneurial intentions of university students in an emerging economy. Journal of Entrepreneurship in Emerging Economies, 8(2), 162–179. https://doi.org/10.1108/JEEE-10-2015-0058
Nugroho, B., & Arifin, Z. (2022). Digital marketing, customer experience, and brand equity in hotel loyalty. Journal of Business and Management, 14(1), 45–60.
Oliver, R. . (2022). Customer loyalty: New perspectives. Routledge.
Prayogo, RR, Santoso, A., & Wijaya, S. (2023). Digital brand awareness in the hospitality industry. Journal of Hospitality and Tourism Technology, 14(1), 78–95.
Putra, A., & Dewi, M. (2023). Behavioral-brand loyalty in Yogyakarta’s hotel industry. Asia Pacific Journal of Tourism Research, 28(4), 456–472.
Rahmawati, D., & Hasan, M. (2024). Integrated digital marketing and brand equity in international hotels. Journal of International Hospitality, 8(3), 201–215.
Research, F. (2020). The new rules of customer experience.
Ryan, D. (2016). Understanding digital marketing: Marketing strategies for engaging the digital generation (4th ed.). Kogan Page.
Sari, R., & Wahyuni, S. (2020). The effect of brand equity on customer loyalty in the electronics industry. Journal of Consumer Behavior, 19(4), 456–470.
Satriadi, Agusven, T., Lastriani, E., Hadmandho, T. C., Ramli, R. A. L. P., Sanny, A., Prayoga, D., Agusven, T., Lastriani, E., Hadmandho, T. C., Ramli, R. A. L. P., Sanny, A., & Prayoga, D. (2024). Manajemen Pemasaran. CV. Rey Media Grafika.
Setiawan, A., & Purnomo, H. (2021). Customer experience in three-star hotels in Yogyakarta. Tourism and Hospitality Studies, 12(4), 89–102.
Silviana, F. (2020). Digital marketing strategies for the hospitality industry in the new normal era. Journal of Hospitality and Tourism Technology, 11(3), 347–365.
Siregar, T., Wijaya, S., & Santoso, A. (2023). Brand equity and digital marketing in hotel loyalty. Journal of Service Science, 10(2), 134–148.
Smith, T., & Zhang, Y. (2022). Fintech customer experience and loyalty: The role of digital engagement. Journal of Financial Services Marketing, 27(2), 89–104.
Sugiyono. (2024). Quantitative, qualitative, and R&D research methods (3rd ed.). Alfabeta.
Suhartanto, D., Chen, B., & Kusdibyo, L. (2022). Cultural branding and hotel per formance in Bali. Tourism Management Perspectives, 41.
Teixeira, S. J., Casteleiro, C. M. L., Rodrigues, R. G., & Guerra, M. D. (2018). Entrepreneurial intentions and entrepreneurship in European countries. International Journal of Innovation Science, 10(1), 22–42. https://doi.org/10.1108/IJIS-07-2017-0062
Tirtayasa, S., & Daulay, Y. A. (2021). Pengaruh Marketing Mix Terhadap Kinerja Pemasaran Industri Kecil Menengah Sektor Kontruksi Bengkel Las di Moderasi Kebijakan Pemerintah Pada Masa Pandemi Covid 19 MANEGGIO : Jurnal Ilmiah Magister Manajemen. Jurnal Ilmiah Magister Manajemen, 4(1), 106–122.
Wijaya, S., & Santoso, A. (2022). Instagram marketing for independent hotels. International Journal of Contemporary Hospitality Management, 34(3), 1128–1146.
Wulandari, R., Prabowo, H., & Fauziah, F. (2022). Digital marketing, customer experience, and brand equity as determinants of customer loyalty in four-star hotels. Journal of Hospitality Marketing & Management, 15(4), 1–22.
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2017). Services marketing: Integrating customer focus across the firm (7th ed.). McGraw-Hill Education.
Published
2025-10-17
How to Cite
Sujoko, Dyon Tanamal, & Agung Hartadi. (2025). The Effect of Digital Marketing, Customer Experience And Brand Equity On Customer Loyalty of Archipelago Hotels In The Special Region of Yogyakarta (DIY). International Journal of Economics, Business and Innovation Research, 4(06), 340-362. https://doi.org/10.63922/ijebir.v4i06.2374
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