The Influence of Social Media Engagement, Consumer Brand Engagement on Satisfaction and Loyalty of Tourists Visiting Coffee Shops in Kintamani, Bangli District, Bali

Bangli is a regency in Bali Province, famous for its natural attractions. Kintamani is quite well known to foreign and domestic tourists, the beauty of the natural panorama of the Batur mountains makes the main attraction of Kintamani tourism destination as a favorite choice for tourists. Currently in the Kintamani area, there are many coffee shops mushrooming along the road, coffee shops in Kintamani in 2020 are 70 locations. With the rapid development of the internet, coffee shop business actors in Kintamani are increasingly aggressively promoting through their respective social media channels. This study aims to determine whether there is an effect of social media engagement, consumer brand engagement on the satisfaction and loyalty of tourists visiting coffee shops in Kintamani.

The research method in this study uses a quantitative approach with a sampling of 200 respondents. The sampling technique in this study used purposive sampling and data collection through distributing questionnaires, observation, and literature study. The data analysis technique uses Structural Equation Modeling (SEM) with the SmartPLS 3.3.3 analysis tool.

The results of this study indicate that: (1) social media engagement has a positive and significant effect on tourist satisfaction, (2) consumer brand engagement has a positive and significant effect on tourist satisfaction, (3) tourist satisfaction has a positive and significant effect on tourist loyalty. Social media engagement has a positive and significant effect on the satisfaction of tourists visiting Kintamani coffee shops.