The effect of digital marketing, digital branding and perceived service quality with customer engagement as intervening variables on brand advocacy on the digital platform of tourism village in Indonesia


  • Mutia Tri Satya Universitas Trisakti, Indonesia
  • Willy Arafah Trisakti University, Indonesia
  • Aam Bastaman Trilogi University, Indonesia



brand advocacy, customer engagement, digital branding, digital marketing, perceived service quality


The paper examines the effect of Digital Marketing, Digital Branding, Perceived Service Quality with Customer Engagement on Brand Advocacy on the Digital Platform for Tourism Villages in Indonesia. The research population is local tourists who visit several tourist places in sustainable tourism places, and the samples taken as many as 440 tourists. Data was collected by online and offline surveys with the distribution of self-administered questionnaires. The findings of the study are that digital marketing has a positive and significant influence on customer engagement. This can be used to increase awareness of the use of technology and make maximum use of it to realize a digital-based tourism village. Digital marketing is not significant to brand advocacy, but it has a positive and significant influence on customer engagement. Perceived service quality has a positive and significant influence on brand advocacy, and digital marketing has a positive and significant influence on brand advocacy through customer engagement. This research aims to provide a guideline or material for consideration for village communities, tourism awareness groups, regional tourism institutions, and other parties with an interest in developing Tourism Villages to apply digital technology and marketing strategies in their marketing. However, there is no link between digital branding and customer engagement, and there are many studies that have raised tourist village objects, but those that focus on independent tourism villages according to the JADESTA category do not yet exist.


Download data is not yet available.


, B. S. (2016). Strategi pengembangan fasilitas guna meningkatkan daya tarik minat wisatawan di Darajat Pass (Waterpark) Kecamatan Pasirwangi Kabupaten Garut. Universitas Pendidikan Indonesia |, 10, 9–30.

Alonso-Dos-Santos, M., Moreno, F. C., Ríos, F. M., & Alguacil, M. (2017). Online sport event consumers: Attitude, E-quality and E-satisfaction. Journal of theoretical and applied electronic commerce research, 12(2), 54-70.

Back, L. (2018). Digital Brand management: A Companu and Consumer Perspective. Arcadia Working Paper, 1-28.

Badriyah, N., Azizah, L. N., & Fernanda, D. A. (2022). Pengaruh Perceived Service Quality, E-Service Quality, Dan Perceived Value Terhadap Customer Satisfaction Di Era Covid-19 (Studi Pada Customer GRAB di Mahasiswa Fakultas Ekonomi UNISLA). In Seminar Nasional Riset Ekonomi dan Bisnis (Vol. 1, No. 1).

Badrinarayanan, V., & Laverie, D. A. (2013). The role of manufacturers' salespeople in inducing brand advocacy by retail sales associates. Journal of Marketing Theory and Practice, 21(1), 57-70.

Chaffey, D. (2015). Digital Busniness and E-Commmerce Management, Strategy, Implementation, and Practice. England: Pearson Education Limited.

Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing: Strategy,. Implementation and practice (7th ed.). Pearson

Dodwani, B., & Agarwal, S. (2017). Digital Branding . International Journal of Research and Development- A Management Review, 31-36.

Fadly, H. D., & Sutama, S. (2020). Membangun Pemasaran Online Dan Digital Branding Ditengah Pandemi Covid-19. Jurnal Ecoment Global, 5(2), 213–222.

Heeter, C. (1989). Implications of new interactive technologies for conceptualizing communication. Media use in the information age: Emerging patterns of adoption and consumer use, 217-235.

Hermawan, A. 2012. Komunikasi Pemasaran. Jakarta: Erlangga

Hollenbeck, Candice & Kaikati, Andrew. (2012). Consumers' use of brands to reflect their actual and ideal selves on Facebook. International Journal of Research in Marketing. 29. 395-405. 10.1016/j.ijresmar.2012.06.002.

Indra, C. (2018). Pengaruh Word Of Mouth Terhadap Purchase Intentiondengan Brand Image Dan Perceived Service Quality Sebagai Variabel Intervening Pada Program Kpr Bersubsidi Di Surabaya. Jurnal Manajemen Pemasaran, 12(1), 1-9.

Kemp, E., Jillapalli, R., & Becerra, E. (2014). Healthcare Branding: Developing Emotionally Based Consumer Brand Relationship. Journal of Service Marketing, 126-137. Retrieved from

Kim, S., Baek, T. H., Kim, Y. K., & Yoo, K. (2016). Factors affecting stickiness and word of mouth in mobile applications. Journal of Research in Interactive Marketing, 10(3), 177-192.

Kotler, P. (2019). Manajemen Pemasaran. Edisi Milenium. Jakarta: Prenhalindo

Loureiro, S. M. C. (2015). The role of website quality on PAD, attitude and intentions to visit and recommend island destination. International Journal of Tourism Research, 17(6), 545-554.

Micom, RO. (2017). Nielsen: Iklan Online Mendorong Konsumen Mencari Informasi., 28 Maret 2018. Dari: nielsen-iklan-online-mendorong-konsumen-mencari-informasi

Nasbir, F. S. (2017). Pengaruh Kualitas Pelayanan Terhadap Kepuasan Pelanggan Salon Hair Nets. Skripsi: Fakultas Ekonomi dan Bisnis, Universitas Halu Oleo Kendari.

Park, S., & Santos, C. A. (2017). Exploring the tourist experience: A sequential approach. Journal of Travel Research, 56(1), 16-27.

Prahalad, C. K., dan V. Ramaswamy (2004). Co-Creation Experiences: The Next Practice in Value Creation. Journal of Interactive Marketing, 18 (3): 5-14

Sharma, N., & Sarmah, B. (2019). Consumer engagement in village eco-tourism: A case of the cleanest village in Asia–Mawlynnong. Journal of Global Scholars of Marketing Science, 29(2), 248-265.

Smith, K. T. (2012). Longitudinal Study of Digital Marketing Strategies Targeting Millennials. Consumer Marketing, 29(2).

Vargo, S. L., & Lusch, R. F. (2016). Institutions and axioms: an extension and update of service-dominant logic. Journal of the Academy of marketing Science, 44, 5-23.

Vivek, Shiri & Beatty, Sharon & Morgan, Robert. (2012). Customer Engagement: Exploring Customer Relationships Beyond Purchase. The Journal of Marketing Theory and Practice. 20. 127-145. 10.2307/23243811.

Wertime, K., & Fenwick, I. (2012). DigiMarketing: The Essential Guide to New Media and Digital Marketing.

Wheeler, A. (2017). Designing brand identity: an essential guide for the whole branding team. John Wiley & Sons.

Xie, Bagozzi & Gronhaug. (2019). Consumer responses to corporate social irresponsibility: The role of moral emotions, evaluations, and social cognitions: XIE and BAGOZZI. Psychology and Marketing. 36. 10.1002/mar.21197.



How to Cite

Satya, M. T., Arafah, W., & Bastaman, A. (2023). The effect of digital marketing, digital branding and perceived service quality with customer engagement as intervening variables on brand advocacy on the digital platform of tourism village in Indonesia. JBFEM, 6(1), 29-46.