The Influence of Digital Marketing, Service Quality, and Location on Consumer Satisfaction at Hotels in Pagar Alam
DOI:
https://doi.org/10.55927/ijbae.v5i5.57Keywords:
Digital Marketing, Service Quality, Location, Consumer SatisfactionAbstract
The purpose of this study is to examine how customer satisfaction at hotels in Pagar Alam is impacted by digital marketing, service quality, and location. This study uses a quantitative methodology. There were 101 responders in the sample population. The Structural Equation Modeling–Partial Least Square (SEM-PLS) approach was used to analyze the data. The study's findings show that customer satisfaction at Pagar Alam hotels is not significantly impacted by digital marketing. This result demonstrates that digital marketing initiatives have not been able to directly raise visitor satisfaction because it is more dependent on how well visitors' expectations and experiences during their stay match. Additionally, service quality does not have a major effect does not have a significant effect. This result suggests that while the services may have fulfilled the necessary requirements, they were unable to surpass the expectations of the visitors, and as a result, they have not yet taken center stage in determining satisfaction. In the meanwhile, customer satisfaction is significantly impacted by location. This demonstrates that the hotel's the hotel's the hotel's attractiveness, comfort.
References
Anderson, E. W., & Sullivan, M. W. (2022). The antecedents and consequences of customer satisfaction for firms. Marketing Science, 12(2), 125–145. https://doi.org/10.1287/mksc.12.2.125
Andini, M. T., Nugraha, F., & Lestari, D. P. (2024). The effect of digital service quality on consumer satisfaction of the millennial generation. Journal of Service Management and Marketing, 12(1), 22–33.
Anindita, S., & Wicaksono, A. (2023). The influence of strategic location on consumer satisfaction in the culinary industry in the city of Bandung. Journal of Management Science, 10(2), 89–97.
Anita, T. L., Simanihuruk, M., Kusumawardhani, Y., & Wijaya, L. (2024). Digital marketing strategies and their impact on customer satisfaction and brand loyalty. Scientific Journal of Unit Management, 13(4).
Apriliani, D. U., Kartika, S. E., & A.A.n. (2023). The influence of digital marketing, product quality and service on Batrisyia Herbal's consumer satisfaction. SOLUTION: Scientific Journal of Economics, 21(1), 470–479.
Bell, R., & Harris, J. (2021). Tourism destination marketing in the digital age: Emerging trends and practices. Tourism Management, 40(4), 433–440. https://doi.org/10.1016/j.tourman.2021.03.010
Bernhardt, J. M., & Klein, B. (2022). Effectiveness of social media in marketing for small hotels. Journal of Hospitality Marketing & Management, 31(2), 117–135. https://doi.org/10.1080/19368623.2022.1890765
Bowie, D., Buttle, F., Brookes, M., & Mariussen, A. (2021). Hospitality marketing (4th ed.). Routledge.
Brown, J., & Dev, P. (2021). The impact of hotel location on occupancy and customer satisfaction: A study of global hotel chains. Journal of Hospitality and Tourism Management, 25(2), 45–59. https://doi.org/10.1016/j.jhtm.2021.05.005
Chaffey, D., & Smith, P. R. (2023). Digital marketing excellence: Planning, optimizing, and integrating online marketing (7th ed.). Routledge.
Chan, E. S. W., & Wong, S. C. K. (2022). The impact of customer satisfaction and service quality on loyalty in the hotel industry. International Journal of Hospitality Management, 55(1), 110–119. https://doi.org/10.1016/j.ijhm.2021.02.001
Chiang, C. F., & Jang, S. S. (2021). The effects of e-marketing on customer retention in the hotel industry. International Journal of Hospitality Management, 48(2), 118–129. https://doi.org/10.1016/j.ijhm.2020.10.009
Chung, H. (2023). Customer experience management in the digital era. Journal of Service Research, 45(3), 309–324. https://doi.org/10.1177/10946705221078328
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., & Wang, Y. (2021). Setting the future of digital and social media marketing research. International Journal of Information Management, 59, 102168.
Fadhli, K., & N.D.P. (2021). The influence of digital marketing, product quality, and emotions on consumer satisfaction of Poskopi Zio Jombang. Journal of Research Innovation, 2(2).
Gomez, L., & Mendoza, G. (2021). Hotel marketing strategies: Focusing on digital media for consumer loyalty. Journal of Tourism & Hospitality, 12(4), 543–562. https://doi.org/10.1080/21507075.2021.1837129
Gunarto, M., & Cahyawati, D. (2022). Analysis of alumni loyalty in private universities using the SEM-PLS model approach. Journal of Organization and Management, 18(1), 46–59. https://doi.org/10.33830/jom.v18i1.1311.2022
Harris, L., & Goode, M. (2023). Managing customer satisfaction in the hotel industry: The role of employee-customer interactions. International Journal of Contemporary Hospitality Management, 35(4), 1237–1252. https://doi.org/10.1108/IJCHM-10-2022-1053
Hennig-Thurau, T., & Klee, A. (2023). The impact of digital communication on consumer loyalty in the hotel sector. Journal of Travel Research, 62(3), 275–288. https://doi.org/10.1177/00472875211064783
Inkiriwang, M. V., Ogi, I. W. J., & D. W. (2022). The influence of digital marketing, product quality and emotions on consumer satisfaction of Pinky Kitty Shop Tondano. EMBA Journal, 10(3).
Kim, Y., & Kim, S. (2023). The influence of hotel location on customer satisfaction and pricing strategies. Journal of Travel and Tourism Research, 19(3), 300–318. https://doi.org/10.1111/jttr.1123
Kotler, P., & Armstrong, G. (2023). Principles of marketing (18th ed.). Pearson Education.
Kotler, P., & Keller, K. L. (2022). Marketing management (15th ed.). Pearson Education.
Kusumawardhani, D., Ramadhani, A., & Saputra, H. (2024). The influence of digital marketing on consumer satisfaction on smartphone products in Bekasi. Journal of Digital Marketing, 6(1), 12–21.
Leung, D., Wong, S., & Li, X. (2023). The importance of location in hotel success: A global perspective. Tourism Management Perspectives, 40, 200–210. https://doi.org/10.1016/j.tmp.2023.100624
Liu, S., & Wang, Y. (2022). The effects of location on hotel performance and customer satisfaction. Journal of Hospitality & Tourism Research, 46(2), 167–184. https://doi.org/10.1177/10963480211072102
Liu, Y., & Shiu, E. (2023). The role of digital marketing in improving customer satisfaction and loyalty in the hotel industry. Journal of Strategic Marketing, 31(3), 210–227. https://doi.org/10.1080/0965254X.2022.2064017
Masruroh, S., Wahyono, D., Katjina, H., & Judijanto, L. (2023). The influence of digital marketing, product quality and service quality on consumer satisfaction. JEMSI (Journal of Economics, Management, and Accounting), 9(6), 2464–2471.
Masyithoh, I. N., & Novitaningtyas, I. (2021). The influence of digital marketing on consumer buying interest on the Tokopedia marketplace. Journal of Creative Management and Business, 7(1), 109–126.
McKinney, V., & Yoon, K. (2021). E-marketing strategies in the hospitality industry: Leveraging digital platforms for growth. Journal of Business Research, 74(5), 214–226. https://doi.org/10.1016/j.jbusres.2020.09.019
Niu, H., & Liu, J. (2023). Customer satisfaction in the digital era: The role of online reviews and social media in hospitality marketing. Tourism Management, 50(1), 59–68. https://doi.org/10.1016/j.tourman.2022.105312
Octovianus, J., Juliana, J., & Hulu, M. (2024). Analysis of the influence of customer experience, facility innovation, and digital marketing on customer satisfaction in Padma Hotel Bandung. Jurnal Ilmiah Global Education, 5(4), 2824–2846.
Oliver, R. L. (2020). Satisfaction: A behavioral perspective on the consumer (2nd ed.). Routledge.
Ozturk, A. B., & Aydin, R. (2022). Understanding the relationship between service quality and customer satisfaction in the hotel industry. International Journal of Contemporary Hospitality Management, 34(3), 567–584. https://doi.org/10.1108/IJCHM-01-2022-0107
Parasuraman, A., Berry, L. L., & Zeithaml, V. A. (2022). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12–40. https://doi.org/10.1016/j.jretai.2022.01.004
Pratiwi, K. F., & N.D. (2021). The influence of digital marketing, product quality and emotions on consumer satisfaction of Poskopi Zio Jombang. Journal of Research Innovation, 2(2).
Primadi Candra Susanto, P., Arini, D. U., Yuntina, L., Soehaditama, J. P., & N. (2024). Quantitative research concepts: Population, sample, and data analysis (A literature review). Journal of Multidisciplinary Sciences, 3(1).
Putra, H. R., & Ramadhan, M. (2022). The influence of location and price on customer satisfaction in the hospitality industry. Journal of Business and Tourism Management, 8(2), 101–110.
Rasmonowati, H., Arizal, N., & Soviyanti, E. (2025). The effect of service quality, social media, and online travel agents on customer satisfaction with customer trust as a mediating variable. Jurnal Daya Saing, 12(1).
Renggo, Y. R. (2020). Quantitative, qualitative and combination research methodology. Bandung: Alfabeta.
Salsabila, S., & Rulianto, H. R. (2023). The influence of service quality, promotion and location on customer satisfaction at Artotel Thamrin Jakarta. Indonesian Journal of Business Analytics, 3(3), 739–750.
Sandro, N. R. S., Asdar, M., & A. A. (2023). The effect of product quality and service quality on coffee consumer satisfaction. SEIKO: Journal of Management & Business, 6(2), 125–135.
Santoso, H., & Herlina, D. (2024). Analysis of business locations and their impact on consumer satisfaction in modern retail in South Jakarta. Indonesian Journal of Economics and Business, 12(1), 45–54.
Sari, R. N., & Wibowo, A. (2023). The effect of service quality on customer satisfaction in Islamic banks in Indonesia. Journal of Islamic Economics and Business, 6(2), 88–96.
Setiawan, A. (2024). The influence of digital marketing, product quality and service on consumer satisfaction of the Shopee application. Journal of Economic and Business Research, 11(1), 55–66.
Setiawan, H. A. (2024). The influence of digital marketing, product quality, and service quality on consumer satisfaction in Shopee application users. JEMSI (Journal of Economics, Management, and Accounting), 10(2), 1360–1366.
Setyorini, U., et al. (2023). Determinant factor analysis of customer satisfaction of banana chips snacking on banana chips. Management Studies and Entrepreneurship Journal, 4(2), 624–631.
Suriadi, S., Utomo, S. B., Laksmono, R., Kurniawan, R., & L. J. (2024). The influence of marketing communication, price and service quality on consumer satisfaction. JEMSI (Journal of Economics, Management, and Accounting), 10(1).
Tuten, T. L., & Solomon, M. R. (2023). Social media marketing (4th ed.). Pearson.
Wang, C., & Zhang, M. (2022). Digital marketing strategies for small hotels: Using social media and SEO to build brand loyalty. Journal of Hospitality and Tourism Technology, 13(1), 75–89. https://doi.org/10.1108/JHTT-05-2021-0082
Xie, K. L., & Zhang, Z. (2021). Exploring the impact of digital marketing on customer behavior in the hotel industry. Journal of Hospitality & Tourism Research, 45(1), 45–58. https://doi.org/10.1177/1096348020976542
Yuni Maxi Putri, Y., Utomo, H., & F. S. M. (2021). The influence of service quality, location, price and digital marketing on consumer loyalty at Grand Wahid Hotel Salatiga. Journal of Molecular Biology, 14(1).
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2021). Services marketing: Integrating customer focus across the firm (7th ed.). McGraw-Hill Education.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Marlianah, Sulaiman Helmi, Trisninawati, Dewi Sartika
This work is licensed under a Creative Commons Attribution 4.0 International License.
