Pengaruh komunikasi media sosial terhadap niat perilaku pelanggan dimediasi kepuasan pelanggan dan dimoderasi gender dalam industri hospitality
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Abstract
This research aims to examine the impact of social media communication on customer behavioral intentions in the restaurant sector within the hospitality industry. The study also considers customer satisfaction as a mediation and gender as a moderation. The research employs a quantitative methodology, with data collected through questionnaires distributed to 200 respondents in the hospitality especially the restaurant industry in Bekasi city, using accidental sampling techniques. The data analysis, conducted using the SEM-PLS method, indicates no significant direct influence of social media communication on customer behavioral intentions. Nevertheless, the research finds that communication from both restaurants and customers on social media has a positive and significant impact on customer satisfaction. Customer satisfaction then plays a crucial role as a mediator in connecting social media communication with customer behavioral intentions. The findings also suggest that the influence of customer satisfaction on behavioral intentions is stronger among females compared to males, indicating gender differences in the response to customer satisfaction in the context of social media communication.
Penelitian ini bertujuan untuk menguji dampak komunikasi melalui media sosial terhadap niat perilaku pelanggan di sektor restoran dalam industri hospitality. Penelitian ini juga mempertimbangkan kepuasan pelanggan sebagai mediasi dan gender sebagai moderasi. Metode penelitian yang digunakan adalah kuantitatif, dengan pengumpulan data menggunakan kuesioner yang disebarkan kepada 200 responden pelanggan restoran di kota Bekasi. Dengan menggunakan teknik accidental sampling, hasil analisis data dengan metode SEM-PLS menunjukkan bahwa tidak ada pengaruh signifikan langsung dari komunikasi melalui media sosial terhadap niat perilaku pelanggan. Meskipun demikian, penelitian ini menemukan bahwa komunikasi dari restoran dan pelanggan di media sosial memberikan dampak positif dan signifikan terhadap kepuasan pelanggan. Kepuasan pelanggan kemudian berperan sebagai mediasi penting dalam menghubungkan komunikasi media sosial terhadap niat perilaku pelanggan. Temuan juga menunjukkan bahwa pengaruh kepuasan pelanggan terhadap niat perilaku lebih kuat pada gender wanita dibandingkan pria, menunjukkan perbedaan respons antara wanita dan pria terhadap kepuasan pelanggan dalam konteks komunikasi media sosial.
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