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All Journal Bata Ilyas Educational Management Review
Julia Devi Kristanti
Program Studi Kepariwisataan, Sekolah Tinggi Pariwisata Sahid Surakarta
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media

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Pengaruh Kredibilitas dan Daya Tarik Konten Influencer Instagram Terhadap Minat Menginap Generasi Milenial di The Sunan Hotel Solo Julia Devi Kristanti; Suparwi Suparwi; Darmaesti Darmaesti
Bata Ilyas Educational Management Review Vol. 6 No. 2 (2026): July - December
Publisher : Sekolah Tinggi Ilmu Ekonomi Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/biemr.v6i1.3985

Abstract

This research is conducted to analyze if influencer credibility and the attractiveness of Instagram influencer content affect millennials’ intention to stay at The Sunan Hotel Solo. The rapid development of social media, especially Instagram, is utilized as a communication platform and utilized as a digital promotional medium that encourages the hospitality industry to implement influencer marketing strategies through Instagram as well. A quantitive approach was used in this research. The researcher collected responses from 80 millennial respondents who actively use Instagram and have seen influencer content related to The Sunan Hotel Solo. The data were analyzed using multiple linear regression analysis with SPSS Software. This study result showed influencer credibility did not significantly affect millenials’ intention to stay at The Sunan Hotel Solo, while the attractiveness of Instagram influencer content positively and significantly effected millennials’ intention to stay at The Sunan Hotel Solo. The findings also indicate that millennials more attracted to visual quality, creativity, content relevance rather than solely relying on influencer credibility itself.
Co-Authors Darmaesti Darmaesti Suparwi Suparwi