Efektivitas Digital Marketing dan Internal Marketing pada Industri Hospitality di Kawasan Wisata Ciwidey dan Pangalengan, Kabupaten Bandung

Hasti Pramesti Kusnara; Sri Astuti Pratminingsih; Siti Wulansari

doi:10.32670/jim.v17i2.59

Authors

Hasti Pramesti Kusnara Universitas Widyatama, Indonesia
Sri Astuti Pratminingsih Universitas Widyatama, Indonesia
Siti Wulansari Universitas Widyatama, Indonesia

DOI:

https://doi.org/10.32670/jim.v17i2.59

Abstract

The hospitality industry in the Ciwidey and Pangalengan tourist areas, Bandung Regency, is experiencing rapid growth due to increasing domestic and international tourism. This study investigates the effectiveness of digital marketing and internal marketing on business performance in the hospitality sector within these areas. Digital marketing, encompassing website optimization, social media advertising, email marketing, and content marketing, combined with internal marketing strategies including employee training, motivation, internal communication, and job satisfaction are analyzed as key drivers of marketing effectiveness. Data collected from 120 respondents comprising hotel and resort managers, tourism service providers, and marketing staff were analyzed using the Structural Equation Modeling (SEM) method with Partial Least Squares (PLS). The results demonstrate that both digital marketing and internal marketing exert a positive and significant influence on marketing effectiveness, with an R-Square value of 0.897, indicating that 89.7% of the variance in marketing effectiveness is explained by the two variables. The study concludes that an integrated approach combining digital marketing with strong internal marketing practices significantly enhances visitor numbers, revenue, brand awareness, and customer loyalty in the hospitality industry of Ciwidey and Pangalengan.

Keywords: Digital Marketing; Efektivitas Pemasaran; Hospitality; Internal Marketing; Wisata Ciwidey Pangalengan.

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