Analisis Pengaruh Konten Social Media Terhadap Keputusan Menginap Di Hotel Berlian Bengkalis

Hizman, Hizman (2025) Analisis Pengaruh Konten Social Media Terhadap Keputusan Menginap Di Hotel Berlian Bengkalis. Other thesis, Politeknik Negeri Bengkalis.

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Abstract

This study aims to analyze the influence of social media content on consumer decisions in choosing to stay at the Berlian Bengkalis Hotel and to identify the factors that influence it. The method used is a quantitative approach with simple linear regression analysis techniques on data obtained from 100 respondents. The results of the study indicate that social media content does not significantly influence the decision to stay, as evidenced by a significance value of 0.614 > 0.05, a t-value of 0.506 < t-table 1.984, and a determination coefficient of only 0.3%. This indicates that although Hotel Berlian actively shares engaging content through social media, the content has not yet fully succeeded in influencing guests' decisions to stay. One of the reasons is the dominance of information obtained through word-of-mouth communication, and the content displayed tends to be informative and has not yet been able to build emotional connection.

Item Type: Thesis (Other)
Uncontrolled Keywords: Berlian Hotels, Digital Marketing, Social Media, Stay Decisions
Subjects: 600 – ILMU TEKNIK DAN ILMU TERAPAN > 650 – Manajemen dan Administrasi Bisnis > 658.8 – Pemasaran (Marketing) > 658.89 – Pemasaran Digital / E-Marketing
Divisions: Jurusan Administrasi Niaga > Sarjana Terapan (D-IV) Bisnis Digital > SKRIPSI
Depositing User: D-IV Bisnis Digital Kelas B 2021
Date Deposited: 25 Jul 2025 08:30
Last Modified: 25 Jul 2025 08:30
URI: https://eprints.polbeng.ac.id/id/eprint/845

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