Pengaruh Media Sosial Marketing Instagram Dan Electronic Word of Mouth (E-WOM) Terhadap Keputusan Menginap Gen Z di Hideaway Glamping

Saputra, Enggar Dipayana Dwi
Sanjaya, I Wayan Kiki
Suwintari, I Gusti Ayu Eka

Jurnal Ilmiah Pariwisata dan Bisnis
Vol. 4 No. 9 (2025): Jurnal Pariwisata dan Bisnis Internasional

Studi ini berfokus menganalisis dampak pemasaran di instagram dan ulasan elektronik terhadap keputusan menginap Generasi Z di Hideaway Glamping. Dengan metode pendekatan kuantitatif dan jumlah populasi yaitu 60 responden serta pengumpulan data yang dipakai melalui kuesioner. Data dalam penelitian ini diolah memakai uji instrumen, uji koefisien determinasi, uji F, dan uji T. Hasil dari penelitian ini menunjukkan bahwa: 1) Pemasaran Instagram berpengaruh positif dan signifikan terhadap keputusan menginap Gen Z di Hideaway Glamping, ini menyebabkan konten yang menarik melalui platform sosial media Instagram dapat mempengaruhi generasi Z untuk memutuskan menginap. 2) E-WOM juga berpengaruh positif dan signifikan, di mana ulasan dan testimoni secara langsung dapat memengaruhi generasi Z untuk lebih yakin dalam memtuskan menginap. 3) Secara bersamaan, pemasaran Instagram dan E-WOM mempunyai dampak yang sangat kuat dan signifikan terhadap keputusan menginap Gen Z di Hideaway Glamping. Hal ini membuktikan bahwa sinergi antara pemasaran di Instagram dan ulasan elektronik sangat efisien dan dominan dalam mendorong keputusan menginap di Hideaway Glamping. This research focuses on analyzing the influence of Instagram social media marketing and electronic word-of-mouth (E-WOM) on the lodging decisions of Generation Z at Hideaway Glamping. The method used in this study is quantitative, with a population of 60 individuals. Data collection was conducted through questionnaires. Data processing in this research employed instrument testing, coefficient of determination testing, F-test, and T-test. The results of this study indicate that: 1) Instagram marketing has a positive and significant effect on Gen Z's lodging decisions at Hideaway Glamping. This suggests that engaging content on the Instagram social media platform can influence Generation Z to decide to stay. 2) E-WOM also has a positive and significant effect, where reviews and testimonials directly influence Generation Z to be more confident in their lodging decisions. 3) Concurrently, Instagram marketing and E-WOM have a very strong and significant influence on Gen Z's lodging decisions at Hideaway Glamping. This proves that the synergy between Instagram marketing and electronic reviews is highly efficient and dominant in driving lodging decisions at Hideaway Glamping.