Pengaruh social media marketing terhadap keputusan menginap melalui citra merek
Abstract
Abstract. This study aims to analyze the effect of social media marketing on stay decisions. In addition, this study also aims to analyze the effect of brand image mediation variables on the relationship between social media marketing and stay decisions. Data analysis uses the Structural Equation Model (SEM) method with a study population of 195 respondents. The data used in this study are primary data obtained directly from questionnaire answers from guests. The results of the study showed that Social Media Marketing significantly and positively influenced stay Decision. Brand Image significantly and positively influences the stay Decision. Social Media Marketing has a significant and positive effect on Brand Image. Brand Image becomes a mediator for Social Media Marketing Influencing Decision to Stay.
Keywords: Brand Image; Social Media Marketing; Staying Decisions
Abstrak. Penelitian ini bertujuan untuk menganalisis pengaruh pemasaran media sosial terhadap keputusan menginap. Selain itu, penelitian ini juga bertujuan untuk menganalisis pengaruh variabel mediasi citra merek terhadap hubungan antara pemasaran media sosial dan keputusan menginap. Analisis data menggunakan metode Structural Equation Model (SEM) dengan populasi penelitian 195 responden. Data yang digunakan dalam penelitian ini adalah data primer yang diperoleh langsung dari jawaban kuisioner dari tamu. Hasil penelitian menunjukkan bahwa Pemasaran Media Sosial berpengaruh signifikan dan positif terhadap Keputusan Menginap. Citra Merek secara signifikan dan positif mempengaruhi Keputusan Menginap. Pemasaran Media Sosial berpengaruh signifikan dan positif terhadap Citra Merek. Citra Merek menjadi mediator Pemasaran Media Sosial yang Mempengaruhi Keputusan untuk Menginap.
Kata Kunci: Citra Merek; Keputusan Menginap; Pemasaran Media Sosial
Keywords
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DOI: http://dx.doi.org/10.33603/jibm.v5i2.5126
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