PENGARUH SOCIAL COMMERCE ADOPTION DAN CUSTOMER TRUST TERHADAP BOOKING INTENTIONS: PERAN MEDIASI BRAND IMAGE DAN CUSTOMER ENGAGEMENT DALAM INDUSTRI PERHOTELAN DI INDONESIA

Authors

Afdhil Fitra Universitas Trisakti

DOI:

Keywords:

Social Commerce Adoption, Customer Trust, Brand Image, Customer Engagement, Booking Intentions, Generasi Milenial, Industri Perhotelan, PLS-SEM.

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Social Commerce Adoption, Customer Trust, Customer Engagement dan Brand Image terhadap Booking Intentions, dengan Customer Engagement dan Brand Image sebagai variabel mediasi, pada pelanggan generasi milenial dalam industri perhotelan di Indonesia. Pendekatan kuantitatif digunakan dengan teknik survei online terhadap 240 responden yang merupakan generasi milenial yang pernah melakukan pemesanan hotel melalui platform social commerce. Data dianalisis menggunakan metode Partial Least Squares Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa Social Commerce Adoption, Customer Trust, dan Customer Engagement berpengaruh signifikan terhadap Booking Intentions, sedangkan Brand Image tidak menunjukkan pengaruh langsung yang signifikan. Selain itu, Customer Engagement terbukti memediasi secara signifikan hubungan antara Social Commerce Adoption dan Customer Trust terhadap Booking Intentions, namun Brand Image tidak memediasi secara signifikan pada kedua hubungan tersebut. Temuan ini memberikan implikasi bahwa dalam strategi pemasaran hotel berbasis digital, keterlibatan pelanggan memiliki peran lebih dominan dibandingkan persepsi citra merek semata, serta menunjukkan pentingnya optimalisasi fitur social commerce untuk membangun kepercayaan dan interaksi yang mendorong keputusan pemesanan.

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