Peran Customer Engagement dalam Memediasi Pengaruh Online Booking System dan Customer Review terhadap Efektivitas Pemasaran Website pada Bali Harmony Tour

Ni Putu Sintha Devi Yogandhi

Abstract


Perkembangan teknologi digital mendorong industri pariwisata mengoptimalkan pemasaran berbasis website untuk meningkatkan efektivitas komunikasi dan transaksi dengan pelanggan. Penelitian ini bertujuan menganalisis pengaruh online booking system dan customer review terhadap efektivitas pemasaran website melalui customer engagement pada Bali Harmony Tour. Penelitian menggunakan pendekatan kuantitatif dengan metode survei terhadap 150 responden yang dipilih menggunakan teknik purposive sampling, dengan kriteria pernah melakukan pemesanan dan membaca customer review melalui website perusahaan. Analisis data dilakukan menggunakan Structural Equation Modeling–Partial Least Squares (SEM-PLS). Hasil penelitian menunjukkan bahwa online booking system berpengaruh positif dan signifikan terhadap customer engagement (β = 0,355; p < 0,001) dan efektivitas pemasaran website (β = 0,174; p = 0,038). Customer review juga berpengaruh positif dan signifikan terhadap customer engagement (β = 0,298; p = 0,001) serta efektivitas pemasaran website (β = 0,428; p < 0,001). Customer engagement terbukti berpengaruh positif terhadap efektivitas pemasaran website (β = 0,341; p < 0,001) dan memediasi secara parsial pengaruh online booking system serta customer review terhadap efektivitas pemasaran website. Nilai R-square efektivitas pemasaran website sebesar 0,644 menunjukkan bahwa model penelitian memiliki kemampuan penjelasan yang kuat. Penelitian ini menegaskan bahwa customer engagement berperan sebagai mekanisme mediasi penting dalam memperkuat pengaruh fitur digital website terhadap efektivitas pemasaran pada industri pariwisata.


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DOI: http://dx.doi.org/10.30829/jistech.v11i1.29747

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