PENGARUH SOCIAL MEDIA MARKETING DAN ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN UNTUK MENGINAP DI HOTEL
Keywords:
Social Media Marketing, Online Customer ReviewsAbstract
This study aims to determine the influence of social media marketing and online customer reviews on hotel stay decisions. The study uses quantitative methods and a Likert scale as its measurement. The population in this study were consumers who had stayed at a hotel and were active users of social media. The research sample was 50 respondents. The technique in this study used multiple linear regression analysis processed with the help of SPSS 30. Based on the hypothesis test conducted, the results of this study stated that the social media marketing variable had a positive and significant effect on the decision to stay, and the online customer review variable had a positive and significant effect on the decision to stay. So the conclusion is that the social media marketing and online customer review variables simultaneously have a positive and significant effect on the decision to stay.
References
Akbar, Y. R. (2020). Analisis Kuantitatif: Pengolahan Data Statistik Menggunakan SPSS & Pengumpulan Data Survei Google Form/Survey Monkey (Vol. 1). Pena Persada.
Arifin, B. 2022. Transformasi digital dalam pemasaran industri perhotelan. Jurnal Teknologi Informasi dan Bisnis. 9(1): 12-24.
Dewi, L. P., & Santoso, H. 2023. Penggunaan media sosial sebagai alat promosi hotel di era digital. Jurnal Pemasaran Digital Indonesia. 7(2): 78-89.
Fauzi, R., & Sari, M. 2022. Peran ulasan online dalam keputusan konsumen memilih hotel. Jurnal Pariwisata dan Bisnis. 5(3): 105-118.
Handayani, D., & Yusuf, M. 2023. Adaptasi industri perhotelan terhadap perilaku konsumen digital. Jurnal Manajemen Pemasaran Digital. 10(2): 150-165.
Hidayat, Z., & Putra, L. 2023. Integrasi social media marketing dan review online dalam keputusan pembelian konsumen. Jurnal Pemasaran Kontemporer. 14(2): 90-104.
Kotler, P., & Keller, K. L. 2022. Marketing Management. 16th ed. Pearson Education: New York.
Putri, A. R., & Nugroho, S. 2023. Efektivitas social media marketing dalam membangun brand awareness hotel. Jurnal Ilmu Komunikasi. 12(1): 45-58.
Rahmani, T., & Wulandari, S. 2023. Studi tentang pengaruh media digital terhadap keputusan konsumen di industri perhotelan Indonesia. Jurnal Ekonomi Digital. 4(1): 25-38.
Santika, R., & Wibowo, T. 2023. Social media marketing dalam meningkatkan awareness konsumen. Jurnal Manajemen Pemasaran. 11(1): 33-47.
Sari, M., & Pramudyo, D. 2023. Pengaruh online customer review terhadap keputusan konsumen dalam memilih akomodasi. Jurnal Bisnis dan Manajemen. 8(3): 200-212.
Solomon, M. R. 2021. Consumer Behavior: Buying, Having, and Being. 13th ed. Pearson Education: New York.
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Irsyadi Zain, Y Rahmat Akbar, Cahaya Purba, Dea Afrilla, Nasya Syahira, Viqqi Maulana, Wahyu Zulfirman (Author)
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
