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All Journal GEA, Jurnal Pendidikan Geografi Tourism Scientific Journal JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Manajemen dan Pariwisata Majority Science Journal Journal of Dialogos
Hadi Mulyana
Sekolah Tinggi Ilmu Ekonomi Pariwisata YAPARI Bandung
Humanities Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

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Journal : JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi)

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Analisis Pengaruh Promosi pada Media Sosial, Digital Branding dan Influencer Marketing Terhadap Purchase Intention Jasa Perjalanan Wisata Mancanegara Ibrahim, Mozart Malik; Nurbakti, Rezky; Purwati, Sri; Santosa, Muhammad Hery; Mulyana, Hadi; Nugraha, Jefri Putri
JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Vol. 11 No. 3 (2025): Juni 2025
Publisher : Sekretariat Pusat Lembaga Komunitas Informasi Teknologi Aceh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/jemsi.v11i3.4076

Abstract

This study examines how influencer marketing, digital branding, and social media promotion affect consumers' intentions to buy foreign travel services. Due to shifts in customer behavior in the digital age, digital marketing tactics are now crucial for influencing decisions about what to buy. Two hundred fifty respondents interested in traveling abroad and frequent social media users made up the study's sample. Multiple linear regression was the analysis technique to ascertain how each independent variable affected the dependent variable. The findings demonstrated that purchase intention was highly impacted by all three independent variables simultaneously. Influencer marketing was somewhat more powerful than digital branding and social media promotion. This demonstrates how crucial prominent figures are in creating favorable opinions about tourism services. Players in the tourism sector should use these findings as a guide when creating focused and successful marketing campaigns in the current digital environment.
Co-Authors Andhika Chandra Lesmana Anti Riyanti Apay Safari Edison, Emron Enok Maryani fajri, khoirul Ibrahim, Mozart Malik Jefri Putri Nugraha Larisu, Zulfiah Nurbakti, Rezky Pradipta, Made Prasta Yostitia Santosa, Muhammad Hery Sri Purwati, Sri Zia Kemala Zia Kemala