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All Journal Jurnal Akuntansi Dan Manajemen
Niar Novandin
Universitas Catur Insan Cendekia
Economics, Econometrics & Finance

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Penelitian ini bertujuan untuk mengetahui pengaruh media sosial Instagram dan word of mouth (WOM) terhadap jangkauan pasar travel umrah pada PT. TMB Tour and Travel, baik secara parsial maupun simultan. Penelitian ini dilatarbelakangi oleh ketatnya persai Niar Novandin; Muthia Fariza; Sitta Nurhajijah
Jurnal Akuntansi Dan Manajemen Vol 37 No 2 (2026): JAM Vol 37 No 2 Agustus 2026
Publisher : LPPM STIE YKPN Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53916/jam.v37i2.181

Abstract

This study aims to determine the influence of Instagram social media and word-of-mouth (WOM) communication on the market reach of Umrah travel services at PT TMB Tour and Travel, both partially and simultaneously. The study is motivated by intense competition within the Umrah travel industry, requiring the company to optimize marketing through social media and word-of-mouth to expand its market reach. A quantitative method with an associative approach was employed, involving 96 respondents selected through purposive sampling using the Lemeshow formula. Data were collected through validated and reliable questionnaires, then analyzed using multiple linear regression, t-tests, F-tests, and the coefficient of determination. The results indicate that Instagram social media (t-count 5.683; sig. 0.000) and word-of-mouth (t-count 3.980; sig. 0.000) each exert a positive and significant influence on market reach partially. The F-test results demonstrate that both variables also have a significant simultaneous influence, contributing 47.8% (Adjusted R-Square), while the remainder is explained by variables outside this study, such as product quality, price, and brand image. It can be concluded that the more effective the utilization of Instagram social media and the more positive the word-of-mouth communication, the wider the market reach of PT. TMB Tour and Travel becomes.
Co-Authors Muthia Fariza Sitta Nurhajijah