PENGARUH IKLAN MEDIA SOSIAL INSTAGRAM TERHADAP PURCHASE INTENTION MASYARAKAT SURABAYA DI W BALI – SEMINYAK - Reynaldo Reynaldo; Venia Venia; Hanjaya Siaputra (Jurnal Hospitality dan Manajemen Jasa, 2019)
AbstrakDi zaman sekarang ini, perkembangan media sosial semakin mempengaruhikehidupan manusia. Media sosial memiliki berbagai peran dalam kehidupan kita,salah satunya media sosial sebagai media pemasaran. Dalam penelitian ini, penelitimenggunakan Instagram sebagai salah satu contoh media pemasaran. Penelitian inibertujuan untuk mengetahui seberapa besar pengaruh media pemasaran Instagramterhadap Purchase Intention Masyarakat Surabaya di W Bali – Seminyak. Dalampenelitian ini, terdapat tiga indikator dalam media pemasaran yaitu attitude towardsthe ad, ad recall, dan click through rates. Hasil penelitian ini menunjukkan bahwaketiga indikator tersebut berpengaruh positif dan signifikan terhadap purchaseintention Masyarakat Surabaya di W Bali – Seminyak. Ad recall merupakan indikatoryang paling dominan terhadap purchase intention masyarakat Surabaya di W Bali –Seminyak.Kata Kunci : Media Sosial, Indikator Online Marketing, Instagram, PurchaseIntention.AbstractNowadays, the development of social media increasingly influences human life.Social media has various roles in our lives, one of them is social media as an onlinemarketing. In this study, researchers used instagram as an example of online marketing.This research aims to determine the impact of social media instagam ads towardspurchase intention of Surabaya’s citizens at W Bali – Seminyak. In this research, thereare three indicators of online marketing including attitude towards the ad, ad recall, danclick through rates. The results of this study indicate that the three indicators have apositive and significant effect on purchase intention of Surabaya’s citizens at W Bali –Seminyak. Ad recall is the most dominant indicator on purchase intention of Surabaya’scitizens at W Bali – Seminyak.Keywords : Social Media, Online Marketing Indicator, Instagram, Purchase Intention.