Wijaya,, Gionovan Ardi and Pramadika Ramanda, ST., MAB (2023) Pengaruh Promosi Media Sosial Instagram dan Word of Mouth Terhadap Keputusan Menginap Tamu di Regent’s Park Hotel Malang. Diploma thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh variabel Media Sosial Instagram dan Word Of Mouth terhadap keputusan menginap tamu di Regent’s Park Hotel Malang. Metode yang digunakan dalam penelitian ini adalah analisis deskriptif kuantitatif dengan alat bantu hitung berupa software Statistics Package for Social Science Ver. 29 (SPSS). Populasi dan sampel penelitian ini adalah seluruh tamu yang menginap di Regent’s Park Hotel Malang dengan ketentuan tertentu berjumlah 100 responden dengan teknik pengambilan sampel jenis non-probability sampling yang digunakan adalah Purposive Sampling, Purposive Sampling adalah teknik pengambilan sampel sumber data dengan pertimbangan tertentu. Proses pengumpulan data dilakukan dengan menyebarkan kuesioner dengan jawaban yang diukur dengan skala likert. Proses teknik analisis data yang digunakan adalah dengan menguji data menggunakan uji normalitas, uji validitas, uji reliabilitas, uji multikolinearitas, uji heteroskedastisitas, analisis linear berganda, uji koefisien korelasi dan determinasi serta uji-t, uji-f. Hasil penelitian ini menggambarkan bahwa variabel media sosial instagram dan word of mouth berpengaruh positif dan signifikan terhadap variabel keputusan menginap secara simultan dan parsial. Hubungan antara variabel media sosial instagram dan word of mouth berada pada tingkatan yang kuat dan variabel media sosial instagram dan word of mouth dapat menerangkan variabel keputusan menginap sebesar 48,6%.
English Abstract
This study aims to analyze the influence of Instagram SocialMedia and Word of Mouth variables on guest stay decisions at Regent's Park Hotel Malang. The method used in this study is quantitative descriptive analysis with calculation tools in the form of Statistics Package for Social Science Ver. 29 (SPSS) software. The population and sample of this study are all guests staying at Regent's Park Hotel Malang with certain provisions totaling 100 respondents with a non-probability sampling technique used is Purposive Sampling, Purposive Sampling is a sampling technique of data sources with certain considerations. The data collection process is carried out by distributing questionnaires with answers measured by Likert scale. The process of data analysis techniques used is to test data using normality tests, validity tests, reliability tests, multicollinearity tests, heteroskedasticity tests, multiple linear analysis, correlation and determination coefficient tests and t-tests, f-tests. The results of this study illustrate that Instagram social media variables and word of mouth have a positive and significant effect on the variables of staying decisions simultan and partially. The relationship between Instagram social media variables and word of mouth was at a strong level and Instagram social media variables and word of mouth could explain the overnight decision variable by 48.6%.
| Item Type: | Thesis (Diploma) |
|---|---|
| Identification Number: | 0523170633 |
| Uncontrolled Keywords: | Media Sosial Instagram, Word Of Mouth dan Keputusan Menginap-Instagram Social Media, Word of Mouth and Stay Decisions. |
| Divisions: | Program Vokasi > D4 Manajemen Perhotelan |
| Depositing User: | soegeng sugeng |
| Date Deposited: | 21 Jun 2024 03:49 |
| Last Modified: | 21 Jun 2024 03:49 |
| URI: | http://repository.ub.ac.id/id/eprint/221026 |
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