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All Journal Jurnal Minfo Polgan (JMP) Mount Hope Management International Journal
Rista Angriani
Institut Teknologi dan Bisnis Kristen Bukit Pengharapan
Computer Science & IT Decision Sciences, Operations Research & Management Library & Information Science Mathematics Social Sciences

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Pengaruh Social Media Marketing, Lokasi, Tarif Kamar Terhadap Keputusan Menginap dengan Brand Image Sebagai Pemoderasi Rista Angriani; Ingrid Panjaitan
Jurnal Minfo Polgan Vol. 15 No. 2 (2026): Artikel Penelitian
Publisher : Politeknik Ganesha Medan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33395/jmp.v15i2.16239

Abstract

With Brand Image as a moderating variable, this study examines how social media marketing (SMM), location, and room rates influence the decision to stay at a star-rated hotel in Tawangmangu District, Karanganyar Regency. A purposive sampling method was used to collect data from 110 respondents through a 5-point Likert scale questionnaire. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4 to demonstrate that all indicators met the criteria for convergent validity (outer model ≥ 0.70; AVE ≥ 0.50) and reliability (CR > 0.90). The results showed that brand image, location, and social media marketing had a positive and significant effect on the decision to stay, while room rate did not. In addition, brand image served as a moderating variable, strengthening the influence of location but weakening the influence of social media promotion and room rates on the decision to stay. The model could explain 72.6% of the variation in the decision to stay. These findings suggest that not only functional factors but also psychological factors, such as brand perception, influence stay decisions. Therefore, hotel managers are advised to strengthen their brand image and optimize digital marketing strategies and location selection to improve consumer decisions.
PENGARUH DIGITAL ADS TERHADAP PENJUALAN PRODUK PERJALANAN WISATA ROHANI KE TANAH SUCI OLEH VITRA TOUR Aloysius Timoty; Rista Angriani; Khenny El Yabes Johananta
Mount Hope Management International Journal Vol. 3 No. 3 (2025)
Publisher : Institut Teknologi dan Bisnis Kristen Bukit Pengharapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61696/momil.v3i3.1089

Abstract

This study examines the influence of Digital Ads on the sales of religious tourism packages to the Holy Land by Vitra Tour. In the evolving digital era, digital marketing has become an essential component of business strategy, including in the religious tourism industry. Using a qualitative approach with in-depth interview methods, this research reveals that although Vitra Tour utilizes Digital Ads as one of its marketing strategies, word of mouth marketing remains the primary driver of sales growth. Research findings show that in the last three months, Vitra Tour served 31 participants with annual total participants reaching 80-100 people. Digital Ads play a role in increasing brand visibility and expanding market reach; however, the company's success is more determined by its ability to provide quality and meaningful travel experiences. This study concludes that an integrated marketing approach combining digital marketing with word of mouth marketing, coupled with a focus on service quality, is an effective strategy in building and maintaining business sustainability in the religious tourism sector.
Co-Authors Aloysius Timoty Khenny El Yabes Johananta Panjaitan, Ingrid