Peran Narrative Marketing Memoderasi Pengaruh Influencer Marketing, Sosial Media Marketing, Kualitas Pelayanan terhadap Keputusan Menginap
DOI:
https://doi.org/10.37481/jmeb.v6i1.1820Keywords:
Influencer marketing, Social media marketing, Service quality, Narrative marketing, Stay decisionAbstract
Bali’s rapid growth in private villa tourism has intensified competition among accommodation providers, where similar villa concepts often result in differing occupancy levels. This gap indicates that digital marketing strategies may influence guests’ stay decisions in varying ways. This study investigates the effects of influencer marketing, social media marketing, and service quality on stay decisions, and examines the moderating role of narrative marketing in strengthening these relationships. A quantitative explanatory design was applied using purposive sampling, involving 94 respondents who had stayed at Magic Hills Villa in Karangasem, Bali. Data were obtained through an online questionnaire using a ten-point Likert scale and analyzed with Structural Equation Modeling Partial Least Squares (SEM-PLS). The analysis included assessments of validity, reliability, and hypothesis testing through bootstrapping. The results show that influencer marketing, social media marketing, and service quality each exert a positive and significant influence on stay decisions. Narrative marketing significantly reinforces the effect of influencer marketing but does not moderate the influence of social media marketing or service quality. These findings highlight that authentic storytelling enhances the persuasive impact of influencers, while guest experiences and social media interactions remain primarily shaped by service encounters and platform dynamics.
References
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.
Alalwan, A. A. (2020). Social media marketing: Review and implications of future research. Journal of Business Research, 117, 620-629.
Becker, J. M., Ringle, C. M., & Sarstedt, M. (2018). Estimating moderating effects in PLS-SEM and the interaction term generation options. Journal of Business Research, 88, 330-337.
Choi, E., & Kim, S. (2020). The impact of service quality on customer satisfaction in the hospitality sector. International Journal of Hospitality Management, 85, 102-112.
Delgadillo, Y., & Escalas, J. E. (2020). Narrative processing and its role in consumer persuasion. Journal of Consumer Psychology, 30(3), 368-386.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2020). A primer on partial least squares structural equation modeling (PLS-SEM). Sage Publications.
Henseler, J., & Sarstedt, M. (2020). New developments in partial least squares structural equation modeling. Industrial Management & Data Systems, 120(12), 2211-2223.
Jin, S. V., Muqaddam, A., & Ryu, E. (2022). Influence of social media travel influencers on tourists’ behavioral intentions. Tourism Management Perspectives, 41, 1-10.
Joshi, A., Kale, S., Chandel, S., & Pal, D. K. (2015). Likert scale: Explored and explained. British Journal of Applied Science & Technology, 7(4), 396-403.
Juniartha, I. M. E., Sinaga, F., Dian, P., & Paramita, Y. (2024). Pengaruh kualitas pelayanan dan fasilitas kamar terhadap keputusan menginap. Jurnal Pariwisata dan Bisnis, 3(9), 1457-1462.
Ki, C. W., Cuevas, L., Chong, S. M., & Lim, H. (2020). Influencer marketing: Social media influencers as human brands and their effects on advertising attitudes. Journal of Interactive Advertising, 20(2), 141-160.
Kock, N., & Hadaya, P. (2018). Minimum sample size estimation in PLS-SEM: The inverse square root and gamma-exponential methods. Information Systems Journal, 28(1), 227-261.
Lee, J., & Shin, H. (2021). Storytelling marketing in hospitality: Effects on consumer engagement and brand experience. Service Industries Journal, 41(15-16), 1011-1029.
Li, F., Larimo, J., & Leonidou, L. C. (2021). Social media marketing strategy: definition, conceptualization, taxonomy, and future agenda. Journal of the Academy of Marketing Science, 49(1), 51-70.
Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect engagement. Journal of Interactive Advertising, 19(1), 58-73.
Mayasari, M., Ab, A., & Renold, R. (2024). Pelayanan akomodasi vila di Pantai Tanjung Bayang Makassar. Journal of Hospitality Accommodation Management, 3(2), 151-161.
Nashiroh, A. A. S., Sudarmiatin, & Hermawan, A. (2025). Storytelling marketing and e-WoM: Effects on purchase decision through brand image. Journal of Applied Business, Taxation and Economics Research, 4(5), 751-767.
Pan, M., Blut, M., Ghiassaleh, A., & Lee, Z. W. Y. (2024). Influencer marketing effectiveness: A meta-analytic review. Journal of the Academy of Marketing Science, 53(1), 52-78.
Rather, R. A. (2021). Customer experience and engagement in tourism destinations. Journal of Destination Marketing and Management, 20, 1-10.
Rizaldi, A. S., Rumanti, A. A., & Andrawina, L. (2024). Sustainable tourism industry in Indonesia through mapping natural tourism potential. Sustainability, 16(10), 1-15.
Sarstedt, M., Ringle, C. M., & Hair, J. F. (2021). Partial least squares structural equation modeling. International Journal of Research in Marketing, 38(1), 340-361.
Sener, A., Kara, S., & Yıldırım, M. (2021). Application of the Theory of Planned Behavior in consumer behavior research. Journal of Consumer Studies, 45(4), 812-829.
Shareef, M. A., Dwivedi, Y. K., & Kumar, V. (2021). Social media marketing: Antecedents and consequences. Information Systems Frontiers, 23(2), 327-344.
Suryani, T., & Hendryadi. (2020). Metode penelitian kuantitatif untuk bisnis. Prenadamedia Group.
Tamba, F. P., Safrin, F. A., & Siregar, O. M. (2025). Pengaruh storytelling marketing terhadap brand image dan purchase intention. Jurnal Ilmiah Wahana Pendidikan, 11(B), 73-88.
Wijanto, S. H. (2019). Struktur persamaan model linier dengan LISREL. Graha Ilmu.
Yadav, R., & Pathak, G. S. (2019). Determinants of consumer behavior in the digital era: A TPB perspective. Journal of Consumer Marketing, 36(3), 441-454.
