The Influence of Customer Relationship Management and Promotion from Digital Marketing on Visitor Satisfaction through Purchase Decisions as Intervening Variables at Matan Andau Agro Tourism Objects in Central Borneo - Indonesia
Year: 2024
Type: article
Study design: Observational Study
Abstract: Customer Relationship Management (CRM) is an implementation of customer relationship management strategy to create visitor satisfaction in order to a competitive advantage. Promotion from Digital marketing is one of the trending marketing concepts today, using the Internet and all social media platforms and has been widely applied in many business models. The study aims to analyze the impact of customer relationship management (CRM) and promotion from digital marketing on visitor satisfaction through visiting decisions as an intervening variable. The population in this study is the tourist visitor of Matan Andau with a visit intensity of at least two visits. Sample size of 85 visitors to Matan Andau with data collection using a questionnaire.The data analysis method uses descriptive and partial least squares analysis (PLS) with the SmartPLS analysis tool. The research results show that customer relationship management has a significant positive effect on visitor satisfaction, customer relationship management does not have a significant effect on the decision to visit. Promotion from Digital marketing has a significant positive effect on visitor satisfaction and digital marketing has a significant positive effect on the decision to visit. The decision to visit is proven to be able to moderate the strengthening of promotion from digital marketing relationships with visitor satisfaction, while the decision to visit is proven to be unable to strengthen the customer relationship management relationship with visitor satisfaction.
Institution: University of Palangka Raya
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4402079202