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All Journal Media Wisata Jurnal Master Pariwisata (JUMPA) Dinasti International Journal of Education Management and Social Science Golden Ratio of Mapping Idea and Literature Format Jurnal Multidisiplin West Science West Science Interdisciplinary Studies Jurnal Sains Terapan Pariwisata Jurnal Penelitian dan Pengabdian Masyarakat West Science Interdisciplinary Studies Journal of Indigenous Culture, Tourism, and Language
Cahyo Purnomo Loanata
Program Studi Pengelolaan Perhotelan, Politeknik Pariwisata Bali
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Library & Information Science Public Health Social Sciences Transportation Veterinary Other

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Online Costumer Review and Influencer Marketing Impact toward Purchase Decision at Cicada Resort Bali Ubud, Autograph Collection I Wayan Dena Aril Varilino; I Gusti Agung Gede Witarsana; Cahyo Purnomo Loanata; Ni Desak Made Santi Diwyarthi
West Science Interdisciplinary Studies Vol. 4 No. 07 (2026): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v4i07.2959

Abstract

Improving purchase decisions in the hospitality sector is very important, so it is necessary to know the factors that affect it, several factors that can affect purchase decisions in this digital era include online customer reviews and influencer marketing, therefore this study aims to find out the influence of online customer reviews and influencer marketing for purchase decisions at the Cicada Resort Bali Ubud hotel, Autograph Collection, which is located in Gianyar Regency, Bali. This study uses a quantitative approach involving 90 respondents with an age range of >21 years - 50 years who come from Indonesia and outside Indonesia and are guests who have stayed at Cicada Resort Bali Ubud, Autograph Collection which was selected using purposive sampling techniques and analyzed by multiple linear regression data analysis techniques processed using the SPSS application version 27. From this study, it was found that online customer reviews and influencer marketing have a positive and significant influence on purchase decisions at Cicada Resort Bali Ubud, Autograph Collection with online customer reviews and influencer marketing contributed 65.6% simultaneously to purchase decisions, and partially Online customer reviews have a contribution of 50.44% and influencer marketing of 15.16%, which confirms the importance of online customer reviews and influencer marketing in improving purchase decisions at Cicada Resort Bali Ubud, Autograph Collection.
The Influence of Meta Ads on Domestic Guest Purchase Intention in Room Booking at Hilton Bali Resort I Gede Indrayana; Putu Diah Sastri Pitranati; Cahyo Purnomo Loanata
Golden Ratio of Mapping Idea and Literature Format Vol. 6 No. 4 (2026): August – October
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grmilf.v6i4.2581

Abstract

This study aims to examine the effect of Meta Ads on the purchase intention of domestic guests when booking rooms at Hilton Bali Resort. A quantitative approach was employed using a convenience sampling technique involving 100 respondents who had previously seen Hilton Bali Resort advertisements on Facebook or Instagram. Data were collected through a Likert-scale questionnaire and analyzed using descriptive statistics, validity and reliability tests, normality testing, simple linear regression, the t-test, and the coefficient of determination (R²). The results indicate that Meta Ads have a positive and significant effect on domestic guests' purchase intention. The coefficient of determination (R²) of 0.443 shows that Meta Ads explain 44,3% of the variation in purchase intention, while the remaining 55,7% is influenced by factors beyond the research model. In addition, respondents perceived the Meta Ads as informative, engaging, and credible, encouraging them to seek further information through the hotel's official website. The novelty of this study lies in investigating Meta Ads as the sole independent variable affecting purchase intention in the hospitality industry by utilizing actual data on Meta Ads campaign performance and audience demographics at Hilton Bali Resort as the basis for the research phenomenon.
Co-Authors Ayu Trisna Sanjiwani Cintya Prameswari Duta, Putu Krisna Arya Gusti Agung Gede Witarsana, I I Gede Indrayana I Gusti Agung Gede Witarsana I Gusti Agung Gede Witarsana I Gusti Agung Gede Witarsana I Putu Utama I Wayan Dena Aril Varilino Ida Bagus Yoga Saputra Jata, I Wayan Kalpikawati , Ida Ayu Komala Dewi, Ni Kadek Febriyanti Made Uttari Pitanatri Ni Desak Made Santi Diwyarthi Ni Desak Made Santi Diwyarthi Pinaria , Ni Wayan Chintia Pratama , I Wayan Adi Pratiwi , Kadek Andita Dwi Putu Diah Sastri Pitanatri Putu Diah Sastri Pitranati Sadjuni , Luh Gde Sri Santi Diwyarthi, Ni Desak Made Sastri Pitanatri, Putu Diah Suastini , Ni Made Sulistyawati, Ni Luh Ketut Sri Uttari Pitanatri, Made Wiartha, Nyoman Gede Mas Widi Hardini Yoga Saputra, Ida Bagus