ANALISIS PERAN INFLUENCER MARKETING DAN CONTENT MARKETING DALAM MENDORONG KEPUTUSAN KONSUMEN MENGINAP DI HOTEL BINTANG EMPAT

Aprillia Anggun  Widiastuti; Edwin Zusrony; Myra  Andriana; Pindo  Asti

doi:10.34127/jrlab.v15i2.2196

Authors

Aprillia Anggun Widiastuti Universitas Sains dan Teknologi Komputer https://orcid.org/0009-0000-7114-0746
Edwin Zusrony Universitas Sains dan Teknologi Komputer https://orcid.org/0000-0002-7298-3283
Myra Andriana Universitas Sains dan Teknologi Komputer https://orcid.org/0009-0003-6457-0416
Pindo Asti Universitas Sains dan Teknologi Komputer https://orcid.org/0009-0003-3244-743X

DOI:

https://doi.org/10.34127/jrlab.v15i2.2196

Keywords:

Influencer Marketing, Content Marketing, Stay Decisions, Hospitality Industry, Four Star Hotels

Abstract

This study aims to investigate the impact of influencer marketing and content marketing on consumer decisions to stay at the four-star Griya Persada Bandungan hotel, Semarang Regency, Central Java. This study uses a quantitative approach involving 60 respondents aged 20-40 years and selected using a purposive sampling technique. The data analysis technique uses multiple linear regression and is processed using SmartPLS version 4.1.1.2. The research findings prove that influencer marketing and content marketing have a positive and significant impact partially on consumer decisions to stay at the four-star Griya Persada hotel. Influencer marketing and content marketing have a simultaneous impact on consumer decisions to stay at the four-star Griya Persada hotel. These findings underscore the importance of influencer marketing and content marketing in increasing consumer decisions to stay at the four-star Griya Persada hotel.

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ANALISIS PERAN INFLUENCER MARKETING DAN CONTENT MARKETING DALAM MENDORONG KEPUTUSAN KONSUMEN MENGINAP DI HOTEL BINTANG EMPAT

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