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All Journal ESENSI: JURNAL BISNIS DAN MANAJEMEN Jurnal Ekonomi Pembangunan: Kajian Masalah Ekonomi dan Pembangunan Binus Business Review Jurnal Tata Kelola dan Akuntabilitas Keuangan Negara MEDIA STUDI EKONOMI MEDIA MANAJEMEN JASA Jurnal Ilmiah Manajemen Kesatuan Jurnal Aplikasi Manajemen, Ekonomi dan Bisnis Jurnal Minfo Polgan (JMP) Jurnal Akuntansi Manajerial (Managerial Accounting Journal) BONANZA : Jurnal Ilmiah Ekonomi, Bisnis dan Keuangan (JUMPER) Media Akuntansi Perpajakan Mount Hope Global Economic Journal Jurnal Pengabdian Bukit Pengharapan Mount Hope Management International Journal INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS (IJEFE)
Panjaitan, Ingrid
Institut Teknologi Dan Bisnis Kristen Bukit Pengharapan
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Library & Information Science Mathematics Social Sciences Other

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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.
Co-Authors Ade Isty Qhomariah Agus Andi Subroto Astuti, Aliya Nur Putri Baskoro Ajie Berliana Ariane Damardjati, Fx Dewi Anggun Puspitarini Dewi Fitriyana Hadijah Fadilah Fadilah, Fadilah Gunawan, Inge Ika Rosenta Purba Isti Riana Dewi Juwita Sari Khenny El Yabes Johananta Loso Judijanto Martalia, Diana Nena Lestiana Petrus Juanda Siregar Pratysto, Tangguh Pratysto, Tangguh PURBA, IKA ROSENTA Rista Angriani Shopiana Shopiana Shopiana, Shopiana Shopiana, Shopiana Sulistyowati, Lia Susi Arijanti Tangguh Pratysto Taufan Huneman Tri Astuti Wau, Redaktur Yua Sahara