The Effect of Customer Active Participation and Satisfaction for Hotel Facebook Pages Management Effectiveness: A Replication Study

This replication study has a purpose to compare the research results of effectiveness marketing outcomes, including community promotion and behavior change, of the hotel Facebook pages that already conducted from previous study in USA. This replication study targeted to the different population to expand the respondents that located in Indonesia to find whether the result can be generalized in different context. This research uses a quantitative method with respondents who have ever become a member of hotel Facebook pages in Jakarta. Similar with the USA context, the result of this replication study with Indonesian context proved that active participation does not influence the behavioral change and community promotion $(\mathbf{p}-\mathbf{value} > 0,05)$. However, there is a different result with the original study regarding insignificant relationship between active participation toward community promotion in Indonesian context. The original study shows that active participation positively influences community promotion $(\mathbf{p}-\mathbf{value}< 0.05)$ while the relationship is insignificant in Indonesian context $(\mathbf{p}-\mathbf{value}> 0.05)$.