Mulyono, Margo (2022) Mediasi Customer Engagemen Pada Social Media Marketing Dan Brand Experience Terhadap Brand Loyalty Hotel Berbintang Di Kota Malang. Graduate thesis, Program Pascasarjana Universitas Merdeka Malang.

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Abstract

This study aims to analyze the effect of social media marketing and brand experience on customer engagement, analyze the effect of social media marketing and brand experience on brand loyalty, analyze the effect of customer engagement on brand loyalty, and analyze the effect of social media marketing and brand experience on brand loyalty through customers. engagement in star hotels in
Malang City. The sample in this study amounted to 110 samples. The analysis technique uses SEM. The results of the analysis show that social media marketing and brand experience have an effect on customer engagement. Social media marketing and brand experience affect brand loyalty. Customer engagement has an effect on brand loyalty. Social media marketing and brand experience affect brand loyalty
through customer engagement at five-star hotels in Malang City.

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