PENGARUH PENGGUNAAN SOCIAL MEDIA MARKETING INSTAGRAM TERHADAP KEPUTUSAN MENGINAP DI CIREMAI LAND GLAMPING KUNINGAN

Raden Hibatullah Syauqi Ilham, - (2023) PENGARUH PENGGUNAAN SOCIAL MEDIA MARKETING INSTAGRAM TERHADAP KEPUTUSAN MENGINAP DI CIREMAI LAND GLAMPING KUNINGAN. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Social media marketing instagram diyakini menjadi faktor yang dapat mempengaruhi
keputusan menginap. Dengan adanya marketing yang dilakukan di social media instagram,
menjadi sebuah dorongan dalam tamu untuk memutuskan menginap. Penelitian ini
bertujuan untuk menganalisis pengaruh penggunaan social media marketing instagram
yang terdiri dari interactivity, informativeness, trendiness, dan word of mouth terhadap
keputusan menginap di Ciremai Land Glamping Kuningan. Metode penelitian yang
digunakan yaitu explanatory survey dengan pendekatan cross sectional method dengan
jumlah sampel untuk diuji sebanyak 143 responden. Teknik analisis data yang digunakan
adalah teknik analisis regresi berganda. Analisis data dilakukan dengan menggunakan
SPSS 26 for windows. Hasil penelitian pada penelitian ini yaitu : Secara parsial, ketiga
dimensi yakni interactivity, informativeness, dan trendiness terdapat pengaruh yang
signifikan terhadap keputusan menginap, namun tidak terdapat pengaruh yang signifikan
pada dimensi word of mouth. Secara simultan social media marketing terdapat pengaruh
yang signifikan terhadap keputusan menginap. Temuan ini menunjukkan bahwa semakin
tinggi penilaian pada social media marketing instagram Ciremai Land Glamping Kuningan,
maka akan semakin tinggi juga pengaruhnya dalam meningkatkan keputusan menginap
tamu di Ciremai Land Glamping Kuningan. Adapun implikasi dari penelitian ini yaitu
Ciremai Land Glamping Kuningan harus terus meningkatkan social media marketing
melalui social media instagram untuk terus dapat meningkatkan keputusan menginap tamu. :
Instagram social media marketing is believed to be a factor that can influence the decision
to stay. With the marketing carried out on Instagram social media, it becomes an
encouragement for guests to decide to stay. This study aims to analyze the effect of using
Instagram social media marketing which consists of interactivity, informativeness,
trendyness, and word of mouth on the decision to stay at Ciremai Land Glamping
Kuningan. The research method used was an explanatory survey with a cross sectional
method approach with a total sample of 143 respondents to be tested. The data analysis
technique used is multiple regression analysis technique. Data analysis was performed
using SPSS 26 for windows. The results of this study are: Partially, the three dimensions,
namely interactiveness, informativeness, and trendyness, have a significant effect on the
decision to stay, but there is no significant effect on the word of mouth dimension.
Simultaneously social media marketing has a significant influence on the decision to stay.
These findings indicate that the higher the rating on Instagram social media marketing
Ciremai Land Glamping Kuningan, the higher the influence will be in increasing guest's
decision to stay at Ciremai Land Glamping Kuningan. The implication of this research is
that Ciremai Land Glamping Kuningan must continue to improve social media marketing
through Instagram social media to continue to be able to increase guest's decision to stay.

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Item Type:	Thesis (S1)
Additional Information:	ID SINTA Dosen Pembimbing: Ahmad Hudaiby Galih Kusumah: 5989818 Sri Marhanah: 5993537
Uncontrolled Keywords:	Ciremai Land Glamping Kuningan, Instagram, Keputusan Menginap, Social Media Marketing Ciremai Land Glamping Kuningan, Decision to Stay, Instagram, Social Media Marketing
Subjects:	G Geography. Anthropology. Recreation > GV Recreation Leisure Q Science > QA Mathematics > QA76 Computer software
Divisions:	Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Resort & Leisure
Depositing User:	Raden Hibatullah Syauqi Ilham
Date Deposited:	29 Sep 2023 08:18
Last Modified:	29 Sep 2023 08:18
URI:	http://repository.upi.edu/id/eprint/108670

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