THE INFLUENCE DIGITAL MARKETING, CUSTOMER EXPERIENCE & BRAND EQUITY ON CUSTOMER LOYALTY OF ARCHIPELAGO HOTELS IN THE YOGYAKARTA

Abstract

This study aims to analyze the influence of digital marketing, customer experience, and brand equity on customer loyalty at Archipelago Group Hotel in the Special Region of Yogyakarta (DIY). The sampling technique uses purposive sampling, with total of 130 respondents. Primary data is collected through an online questionnaire (Google Forms) that has been tested for validity and reliability. Data analysis includes descriptive statistics, instrument testing (validity and reliability), classical assumption tests (normality, linearity, heteroscedasticity, multicollinearity), and hypothesis testing (t-test and F-test). The coefficient of determination (R²) measures the extent to which the independent variables influence the dependent variable. Data analysis is conducted using multiple linear regression, processed quantitatively with IBM SPSS version 25. The results indicate that digital marketing, customer experience, and brand equity positively influence customer loyalty. Simultaneously, these three variables are also significantly affecting customer loyalty at Archipelago Group Hotel in DIY.