Pengaruh Social Media Marketing Terhadap Minat Membeli di Holiday Inn Resort Nusa Dua - Ratih Damayanti; Irene Hanna H. Sihombing; Ni Luh Ketut Sri Sulistyawati; Ni Luh Gde Sri Sadjuni (Jurnal Riset Bisnis, 2024)
Abstrak Perkembangan pengguna social media membuat perubahan besar terhadap dunia pemasaran. Social Media Marketing memungkinkan organisasi mencapai tujuan pemasaran dengan biaya yang relatif rendah. Dilatarbelakangi oleh menurunnya occupancy rate di Holiday Inn Resort Nusa Dua, mengindikasikan bahwa diperlukannya upaya pemasaran yang lebih optimal, sehingga penelitian ini bertujuan untuk mencari tahu pengaruh Social Media Marketing terhadap Minat Membeli. Data yang diperoleh pada penelitian ini berupa hasil penyebaran kuesioner kepada sampel penelitian sebanyak 99 orang menggunakan metode purposive sampling. Pengumpulan data menggunakan kuesioner berskala likert. Teknik analisis data menggunakan analisis regresi linear sederhana, uji t dan uji koefisien determinasi. Berdasarkan hasil analisis dan pembahasan dapat disimpulkan bahwa Social Media Marketing berpengaruh positif terhadap Minat Membeli di Holiday Inn Resort Nusa Dua. Hasil uji t menunjukkan nilai t hitung sebesar 5,841 lebih besar dari t tabel 1,6 dan nilai signifikan 0,000 < 0,05 yang artinya menolak Ho atau Ha diterima. Dalam penelitian ini, ditunjukkan bahwa pengaruh SMM terhadap Minat Membeli adalah sebesar 25,3%. Kata Kunci: Social Media Marketing, Minat Membeli, Pemasaran, Minat Menginap, Hotel Abstract Social media users is increasing and it makes big changes to the world of marketing. Social Media Marketing allows organizations to achieve marketing objectives at a relatively low cost. Against the background of the declining occupancy rate at the Holiday Inn Resort Nusa Dua, it indicates that more optimal marketing efforts are needed, so this study aims to find out the effect of Social Media Marketing on purchase intention. The data obtained in this study were the results of distributing questionnaires to a sample of 99 people using a purposive sampling method. Collecting data using a Likert-scale questionnaire. Data analysis techniques using simple linear regression analysis, t test and test the coefficient of determination. Based on the results of the analysis and discussion, it can be concluded that Social Media Marketing has a positive effect on purchase intention at the Holiday Inn Resort Nusa Dua. The results of the t test showed that the t value was 5.841 greater than t table 1.6 and a significant value of 0.000 <0.05, which means that Ho is rejected or Ha is accepted. In this study, it was shown that the effect of SMM on purchase intention was 25.3%. Keywords: Social Media Marketing, purchase intention. marketing, intention to stay, hotel