Analysis of Corporate Image in Mediating the Influence of Social Media Marketing and Visitor Value on Visitor Loyalty Lembang Begonia Flower Park, Indonesia

Endang Dwi Amperawati

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Abstract

Purpose – This research aims to analyze the influence of social media marketing and customer value on corporate image, analyze the influence of social media marketing and customer value on visitor loyalty, analyze corporate image on visitor loyalty, and analyze the influence of social media marketing and customer value on visitor loyalty through corporate image. Research methodology – This research collected data from a sample of 160 visitors by distributing questionnaires and using Structural Equation Modeling (SEM) analysis as the analysis technique. Findings – The results of the analysis show that social media marketing and customer value have an influence on corporate image. Social media marketing and customer value influence visitor loyalty. Corporate image influences visitor loyalty. Social media marketing and customer value influence visitor loyalty through corporate image. Research limitations – This research was only conducted at one tourist attraction, so the results of this research cannot be generalized to other tourist attractions. Practical implications – Businesses should focus on social media marketing and customer value to improve their corporate image and visitor loyalty. Originality/Value – The research also provides practical implications for businesses on how to improve their corporate image and visitor loyalty through social media marketing and customer value offerings.

Keyword : Social Media Marketing, Visitor Value, Corporate Image, Visitor Loyalty,

How to Cite

Amperawati, E. D. (2023). Analysis of Corporate Image in Mediating the Influence of Social Media Marketing and Visitor Value on Visitor Loyalty Lembang Begonia Flower Park, Indonesia. Business, Management and Economics Engineering, 21(1), 356-366.

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Oct 10, 2023

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References

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