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All Journal Forum Manajemen JURNAL MANAJEMEN DAN BISNIS EQUILIBRIUM
I Komang Sumerta
Fakultas Ekonomi dan Bisnis Universitas Ngurah Rai, Bali, Indonesia
Economics, Econometrics & Finance Social Sciences

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PERAN CITRA MEREK MEMEDIASI PENGARUH SOCIAL MEDIA MARKETING TERHADAP BOOKING INTENTION PADA CHAIN HOTEL DI BALI Putu Laksmita Dewi Rahmayanti; I Wayan Suartina; I Komang Sumerta
Forum Manajemen STIMI Handayani Denpasar Vol 20 No 1 (2022): Jurnal STIMI Vol. 20 No. 1 - 2022
Publisher : Forum Manajemen STIMI Handayani Denpasar

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Abstract

The economy in Bali relies on tourism sector, but due to the Covid-19 outbreak, regional income in Bali decreased in 2020. The tourism accommodation sector is one sort of business involved in the affected tourism industry. Bali has a large number of hotels, particularly chain hotels such as Aston, Ibis, Harris, Fave, and Horizon Hotels. When compared to local hotels, the hotel chain has the strength of a strong brand because it is more well-known. However, hotel chains in Bali were also affected by the Covid-19 outbreak, as seen by the decreased occupancy rate. As a result, the researcher investigated the role of brand image in mediating the effect of social media marketing on chain hotel booking intentions in Bali. Data was gathered by having 70 domestic tourists fill out google form questionnaire. Purposive sampling was utilized as the sample technique. SMART-PLS 3.0 was used to analyze the data. The findings of this study show that social media marketing has a positive and significant effect on brand image, that social media marketing has a positive and significant effect on booking intention, that social media marketing has a positive and significant effect on booking intention, and that the brand image variable can mediate the influence of social media marketing on booking intention.
Pengaruh Fasilitas Wisata Dan Harga Terhadap Keputusan Berkunjung Wisatawan Domestik Pada Bali Safari & Marine Park Di Era New Normal Covid 19 I Putu Agus Suwastawa; I Komang Sumerta; Kadek Aris
Jurnal MBE Manajemen Bisnis, Equilibrium Vol 7 No 1 (2021): Jurnal Manajemen Dan Bisnis Equilibrium
Publisher : Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Ngurah Rai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47329/jurnal_mbe.v7i1.727

Abstract

Tujuan penelitian ini untuk mengetahui adanya pengaruh signifikan secara simultan dan parsial antara fasilitas wisata dan harga terhadap keputusan berkunjung wisatawan domestik pada Bali Safari & Marine Park di Era New Normal Covid 19. Pengambilan sampel, dilakukan dengan menggunakan purposive sampling sebanyak 96 orang responden. Metode pengumpulan data yang digunakan adalah observasi, wawancara, kuesioner dan studi pustaka. Teknik analisis data yang digunakan adalah analisis kuantitatif dan analisis kualitatif. Hasil penelitian menunjukkan bahwa fasilitas wisata dan harga berpengaruh positif dan signifikan secara simultan terhadap keputusan berkunjung wisatawan domestik pada Bali Safari & Marine Park. Fasilitas wisata berpengaruh positif dan signifikan secara parsial terhadap keputusan berkunjung wisatawan domestik pada Bali Safari & Marine Park. Harga berpengaruh signifikan secara parsial terhadap keputusan berkunjung wisatawan pada Bali Safari & Marine Park.
Co-Authors Bagus Arya Wijaya Desak Nyoman Tri Indahyani Desak Nyoman Tri Indahyani I Gusti Putu Agung Widya Goca I Made Baji Pranawa I Made Baji Pranawa I Putu Agus Suwastawa I Wayan Suartina Kadek Aris Luh Putu Virra Indah Perdanawati Ni Ketut Sukanti Ni Komang Redianingsih Ni Komang Redianingsih Ni Luh Gede Indrawati Ni Putu Lia Utami Ni Putu Putri Ayu Wijayanthi Putu Gede Denny Herlambang Rahmayanti, Putu Laksmita Dewi Wayan Pradia Anggi Wardani