Pengaruh Komunikasi Media Sosial Terhadap Niat Perilaku Pelanggan Dimediasi Kepuasan Pelanggan dan Dimoderasi Gender Dalam Industri Hospitality

Cahya, David Dwi (2023) Pengaruh Komunikasi Media Sosial Terhadap Niat Perilaku Pelanggan Dimediasi Kepuasan Pelanggan dan Dimoderasi Gender Dalam Industri Hospitality. Masters thesis, Universitas Tarumanagara.

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Abstract

This research aims to examine the impact of social media communication on customer behavioral intentions in the hospitality industry. The study also involves the mediating variable of customer satisfaction and the moderating variable of gender. The method used in this research is quantitative. Data collection was carried out using a questionnaire as a measurement tool, with a sample size of 200 respondents distributed among customers in
the hospitality industry in Bekasi City. The data source used is primary data. The sampling technique employed is non-probability sampling, specifically accidental sampling. The
collected data was analyzed using the SEM-PLS analysis method. The findings of this research are expected to provide a better understanding of the role of social media communication in shaping customer behavioral intentions. Furthermore, this study aims to highlight the roles of customer satisfaction and gender within the context of the hospitality industry. The findings are anticipated to offer valuable insights for hospitality industry
practitioners in optimizing the use of social media for communicating with customers and enhancing customer satisfaction.

Item Type:	Thesis (Masters)
Additional Information:	Dosen Pembimbing: Dr. Hetty Karunia Tunjungsari S.E., M.Si.
Uncontrolled Keywords:	Keywords: Social Media Communication, Customer Satisfaction, Customer Behavioral Intentions, Gender
Subjects:	Tesis Tesis > Pascasarjana
Divisions:	Pascasarjana
Depositing User:	Pasca Perpus
Date Deposited:	12 Jun 2026 06:06
Last Modified:	12 Jun 2026 06:06
URI:	https://repository.untar.ac.id/id/eprint/49930

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