Evo Sampetua Hariandja

The objective of this study was to validate three independent variables, namely market sensing, learning, targeting and positioning, as to dimensions of dynamic marketing capability (DMC). By developing a theoretical framework, this study demonstrates the importance of three dimensions of DMC. This study collected 530 valid samples through an online questionnaire survey in major cities in Indonesia. Respondents are Indonesian citizens aged over 15 years who have stayed at three to five-star international hotels in Indonesia during the Covid-19 period in 2020. This study used a combination of Smart-PLS and SPSS to examine the outer model and inner model. The outcome of this study demonstrated that market sensing had a significant effect on DMC. Then, market learning also had a significant effect on DMC. Next, market targeting and positioning had a significant effect on DMC from the perspective of the customer in international hotels in Indonesia. The outcome of this study is to support the development of a conceptual framework and conduct an empirical evaluation of the relationship between market sensing, market learning, market targeting and positioning, which are DMC dimensions in global marketing. In general, this study contributes to the international hotel industry in developing the marketing area in the context of DMC.

The Covid-19 epidemic has resulted in a dramatic decline in hotel public consumption. Hotel performance must be enhanced through the use of a hotel marketing strategy to compete with others. The aim of this paper is to examine the relationship between the innovation of the brand, dynamic capability of marketing, brand communication, brand experience, and brand performance in Indonesian 3-5 star international hotels. The data for this study were acquired using an electronic questionnaire on Google Forms from 530 customers who stayed in hotels throughout Indonesia prior to and during the Covid-19 pandemic. Smart-PLS 3.2.9 was used to analyze the data using the outer model and the inner model. The findings indicated as follows: brand innovation has a positive effect on brand communication; dynamic marketing capability has a positive influence on brand communication; brand communication directly has a positive effect on brand experience; brand experience significantly has a positive effect on brand performance; brand communication directly has a positive effect on brand performance; brand innovation has a positive influence on brand performance, and dynamic marketing capability has a positive effect on brand performance. This study contributes to the worldwide hotel strategy’s global marketing efforts in order to compete and improve performance in an increasingly competitive hotel business.

The COVID-19 pandemic has had a significant influence on decreasing hotel consumption levels. To survive and compete in the market, hotels must be able to maintain their brand power and performance. This study aims to determine the relationship between customer experience, customer satisfaction, and customer loyalty toward brand power and brand performance in the hotel industry. The focus is on the importance of the role of the three consumer constructs on brand value. The paper uses a descriptive research design and a quantitative approach where data is collected by distributing online questionnaires to respondents through Google Forms. The selected population is tourists who have stayed in 4-5 star international hotels in Indonesia, with a sample size of 240 respondents. The collected data is then processed using SmartPLS v.3.3.3 to examine the results of the outer and inner models. The results show that from the customer’s perspective, customer experience has an impact on customer satisfaction, which influences customer loyalty. In addition, customer loyalty is a factor that affects brand value, including brand power and performance. Therefore, customer loyalty is a strong predictor of brand value in the hospitality and tourism industry. By strengthening this sphere, a company will have great resources and opportunities to build brand power and brand performance.

Social media platforms help businesses connect, communicate, and access information, boosting brand loyalty and awareness. This study aims to determine the relationship between social media marketing, brand engagement, and brand trust toward customer experience and brand loyalty. The focus is on the importance of the role of social media marketing for frozen food brands. The paper uses a descriptive research design and a quantitative approach where data were collected by distributing online questionnaires among frozen food consumers through Google Forms. The selected 250 respondents were located in big cities in Indonesia, such as Jakarta, Bogor, Depok, Tangerang, and Bandung. The data were processed using SmartPLS v.4.0.0 to examine the results of the outer and inner models. The results show that social media marketing has a significant effect on brand trust. In addition, brand engagement has a significant effect on customer experience. Then, social media marketing has an insignificant effect on brand engagement. Brand trust has an insignificant effect on customer experience. Next, the customer experience has an insignificant impact on brand loyalty. In addition, a frozen food company’s social media advertising might not be able to reach its intended audience, which leads to little engagement. To preserve consistency and transparency, a brand should maintain open communication, a customer-centric strategy, and customer engagement through messaging, dialogues, and user-generated content.