Digital Marketing and Brand Image Effects on Tourist Loyalty:

Customer Satisfaction as a Mediator at Tanjung Lesung, Pandeglang

Abstract

Purpose: this study aims to examine the influence of Digital Marketing and Brand Image on Customer Loyalty through Customer Satisfaction at Tanjung Lesung Tourism Destination.

Research Method: This study employed a quantitative research approach using a survey method. The population consisted of tourists who had visited Tanjung Lesung Tourism Destination, with a sample of 120 respondents selected using a purposive sampling technique. Primary data were collected through a structured questionnaire using a five-point Likert scale. The data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with the assistance of SmartPLS 4, including outer model evaluation, inner model evaluation, hypothesis testing, and mediation analysis.

Results and Discussion: The findings indicate that Digital Marketing and Brand Image have a positive and significant effect on Customer Satisfaction and Customer Loyalty. Furthermore, Customer Satisfaction has a positive and significant effect on Customer Loyalty. The mediation analysis also confirms that Customer Satisfaction significantly mediates the relationship between Digital Marketing and Customer Loyalty, as well as between Brand Image and Customer Loyalty, indicating a partial mediation effect. These findings suggest that enhancing tourist loyalty requires optimizing digital marketing strategies, strengthening the destination's brand image, and continuously improving service quality to deliver satisfying tourism experiences.

Implications: This study contributes to the literature on tourism marketing by providing empirical evidence of the relationships among digital marketing, brand image, customer satisfaction, and customer loyalty. The findings are expected to serve as a reference for destination managers in developing effective marketing strategies to improve tourist satisfaction and foster long-term customer loyalty.

Originality: The novelty of this research lies in the simultaneous examination of the integration of digital marketing and brand image into customer loyalty through customer satisfaction at the Tanjung Lesung tourist destination.