The Influence of Digital Marketing Communication on Automotive Event Visitor Loyalty with Visiting Intention as a Mediator: An Empirical Study on IIMS and GIIAS

This study aims to analyze the influence of digital marketing communication on visitor loyalty at the automotive events Indonesia International Motor Show (IIMS) and Gaikindo Indonesia International Auto Show (GIIAS) through visiting intention. The study employed a positivist paradigm and a quantitative approach. The population consisted of visitors to the GIIAS and IIMS automotive events who had accessed the events’ digital marketing media. The sampling technique used was nonprobability sampling, specifically convenience sampling. Data were collected through online questionnaires, resulting in 182 respondents. The data were analyzed using Partial Least Squares Structural Equation Modeling (SEM-PLS) with the assistance of SmartPLS 4.0 software. The results indicate that digital marketing communication has a positive effect on visiting intention and visitor loyalty. Furthermore, visiting intention was found to positively affect visitor loyalty and to mediate the relationship between digital marketing communication and visitor loyalty. These findings confirm that effective digital marketing communication is not only capable of attracting initial visitor interest but also plays an important role in building long-term relationships through visitor loyalty.

Digital Marketing Communication, Visiting Intention, Visitor Loyalty, Automotive Events

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