The effect of social media marketing toward purchase intention of domestic tourists at Indigo Bali Seminyak Beach Hotel
DOI:
https://doi.org/10.38043/revenue.v6i1.6108Keywords:
Purchase intention, social media marketing, domestic touristsAbstract
Purchase intention is a key factor that influences consumers in making purchasing decisions. One strategy that
has proven effective in increasing purchase intention is social media marketing. Hotel Indigo Bali Seminyak
actively utilizes social media platforms, particularly Instagram and Facebook, to promote its brand and engage
with potential customers. This study aims to examine the effect of the hotel's social media marketing efforts on
the purchase intentions of domestic tourists. The research used a combination of documentation and survey
methods, with questionnaires distributed to 90 domestic tourist respondents. The data were analyzed using
validity and reliability tests, classical assumption testing, and simple linear regression. The results show that social
media marketing has a significant and positive impact on purchase intention. These findings highlight the
importance of maintaining an active and engaging presence on social media, as it can strongly influence consumer
interest and behavior. For hospitality businesses, investing in strategic social media campaigns can be a valuable
tool in attracting and converting potential customers.
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