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All Journal Jurnal Multidisiplin West Science Journal of Hotel Management
Noviari Wedanti, Dewa Ayu
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Economics, Econometrics & Finance Social Sciences

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The Pengaruh Pemasaran Konten melalui Instagram @Rockbarbali terhadap Minat Beli Tamu di Rock Bar Bali Noviari Wedanti, Dewa Ayu; Diwyarthi, Ni Desak Made Santi; Adinda, Clearesta
Journal of Hotel Management Vol. 3 No. 1 (2025): Journal of Hotel Management
Publisher : Program Studi Administrasi Perhotelan

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Abstract

This study aims to investigate the influence of firm generated content and electronic word of mouth on the purchase intention of guests at Rock Bar Bali. Data was collected through questionnaires distributed to followers of Rock Bar's Instagram account and analyzed using SPSS version 25. The data analysis techniques used in this study were classical assumption tests, multiple linear regression analysis, t-tests, F-tests, coefficient of determination, and effective contribution. The results of the study show that firm generated content and electronic word of mouth have a significant and positive effect on the purchase intention of guests. The contribution of these two variables to purchase intention reached 73.5%. These findings suggest that marketing strategies that focus on creating quality content and encouraging positive reviews from visitors can be an effective strategy to increase purchase intention at Rock Bar Bali.
Pengaruh Pemasaran Konten Melalui Instagram @Rockbarbali Terhadap Minat Beli Tamu di Rock Bar Bali Noviari Wedanti, Dewa Ayu; Santi Diwyarthi, Ni Desak Made; Adinda, Clearesta
Jurnal Multidisiplin West Science Vol 3 No 10 (2024): Jurnal Multidisiplin West Science
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/jmws.v3i10.1654

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh firm generated content terhadap minat beli tamu, pengaruh electronic word of mouth terhadap minat beli tamu, serta pengaruh firm generated content dan electronic word of mouth secara simultan terhadap minat beli tamu di Rock Bar Bali. Data dikumpulkan melalui kuesioner yang disebarkan kepada pengikut akun Instagram Rock Bar dan dianalisis menggunakan SPSS versi 25. Teknik analisis data yang digunakan dalam penelitian ini adalah uji asumsi klasik, analisis regresi linear berganda, uji t, uji F, koefisien determinasi Hasil penelitian menunjukkan bahwa firm generated content dan electronic word of mouth secara signifikan dan positif mempengaruhi minat beli tamu. Kontribusi kedua variabel ini terhadap minat beli mencapai 73,5%. Temuan ini menunjukkan bahwa strategi marketing yang berfokus pada pembuatan konten berkualitas dan mendorong ulasan positif dari pengunjung dapat menjadi strategi yang efektif untuk meningkatkan minat beli tamu di Rock Bar Bali.
Co-Authors Adinda, Clearesta Santi Diwyarthi, Ni Desak Made