Integration of Personalization Marketing and Social Media Marketing on Decision to Stay: The Mediating Role of Electronic Word of Mouth (A Study at Kutabex Hotel)

I Made Rai Swadarma; I Gede Riana; Luh Komang Candra Dewi

doi:10.63922/ijebir.v5i04.5401

I Made Rai Swadarma Master of Management Program, Faculty of Business, Tourism, and Education, Universitas Triatma Mulya, Badung, Bali, Indonesia
I Gede Riana Udayana University
Luh Komang Candra Dewi Master of Management Program, Faculty of Business, Tourism, and Education, Universitas Triatma Mulya, Badung, Bali, Indonesia

DOI: https://doi.org/10.63922/ijebir.v5i04.5401

Keywords: personalization marketing, social media marketing, electronic word of mouth, decision to stay, SEM-PLS

Abstract

This study analyzes the influence of personalization marketing and social media marketing on the decision to stay, with electronic word of mouth (e-WOM) as a mediating variable at Kutabex Hotel, Kuta, Bali. The research is motivated by the growing importance of digital marketing strategies in the hospitality sector and the role of e-WOM in shaping consumer perception. A quantitative, explanatory research design was applied, with data collected through structured questionnaires distributed to 100 respondents selected through purposive sampling. Data were analyzed using Structural Equation Modeling based on Partial Least Squares (SEM-PLS). The results reveal that personalization marketing and social media marketing have a positive but not significant direct effect on the decision to stay, while social media marketing significantly influences e-WOM, which in turn significantly influences the decision to stay. e-WOM mediates the relationship between social media marketing and the decision to stay, but not between personalization marketing and the decision to stay. These findings highlight the strategic importance of social media marketing and e-WOM integration in hospitality decision-making.

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