Pengaruh Website Quality terhadap Brand Loyalty yang di mediasi Customer Engagement Behavior (Survei pada Pelanggan Merapi Merbabu Hotel di Yogyakarta)

Ginanjar, Dudung (2025) Pengaruh Website Quality terhadap Brand Loyalty yang di mediasi Customer Engagement Behavior (Survei pada Pelanggan Merapi Merbabu Hotel di Yogyakarta). Tesis thesis, Universitas Pembangunan Nasional Veteran Yogyakarta.

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Abstract

This study aims to analyze the effect of website quality on brand loyalty, with
customer engagement behavior as a mediating variable at Merapi Merbabu Hotel
Yogyakarta. The phenomenon of customers remaining loyal despite not using
digital reservation channels highlights the importance of website quality and digital
interaction in building long-term customer relationships. A quantitative approach
was employed through a survey method involving hotel guests who stayed for at
least two times between April 2024 and April 2025. Data were collected using a
five-point Likert scale questionnaire and analyzed using Partial Least Squares
Structural Equation Modeling (PLS-SEM) with the SmartPLS software. The results
show that website quality has a significant positive effect on brand loyalty, both
directly and indirectly through the mediation of customer engagement behavior.
These findings emphasize that improving digital service quality and encouraging
active customer engagement are crucial strategies for strengthening brand loyalty.
Future research is recommended to consider customer satisfaction as an additional
mediating variable to gain a more comprehensive understanding of consumer
behavior in the hospitality industry.

Keywords : Website Quality, Brand Loyalty, Customer Engagement Behavior,
Hotel

Item Type:	Tugas Akhir (Tesis)
Additional Information:	Dudung Ginanjar (penulis - 241222020) Widhy Tri Astuti (pembimbing 1) Nina Fapari Arif (pembimbing 2)
Uncontrolled Keywords:	Kualitas Situs Website, Loyalitas Merek, Perilaku Keterlibatan Pelanggan, Hotel
Subjek:	H Social Sciences > HA Statistics
Divisions:	Fakultas Ekonomi dan Bisnis > (S1) Manajemen
Depositing User:	Bayu Pambudi
Date Deposited:	08 Oct 2025 08:22
Last Modified:	08 Oct 2025 08:22
URI:	http://eprints.upnyk.ac.id/id/eprint/44148

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