Open AccessThe Effect of Brand Image and Social Media on Customer Retention through Customer Satisfaction at Kaliwatu Adventure
Author(s) -
Mukhlas Rofiq,
Achmad Firdi,
Harianto Respati
Publication year - 2020
Publication title -
international journal of innovative science and research technology
Language(s) - English
Resource type - Journals
ISSN - 2456-2165
DOI - 10.38124/ijisrt20aug293
Subject(s) - adventure , customer satisfaction , advertising , customer retention , business , mediation , social media , customer delight , marketing , tourism , psychology , service quality , sociology , computer science , political science , service (business) , social science , world wide web , law , operating system
This study aims to determine the effect of brand image and social media on customer satisfaction related to customer retention in the adventure tourism destination, Kaliwatu Adventure. This study uses primary data from the results of a questionnaire filled in by 100 respondents, i.e. rafting visitors at Kaliwatu Adventure. Brand image and social media influence customer retention through customer satisfaction, which means that customer satisfaction as mediation can increase the effect of brand image and social media on customer retention at Kaliwatu Adventure. This research proves that in the field of adventure tourism, brand image and social media directly influence customer retention.