Pengaruh Social Media Marketing, Review, dan Rating Terhadap Keputusan Pembelian Di Arthur Suites
DOI:
https://doi.org/10.32795/vol4wamrtno1th24Keywords:
Social Media Marketing, online customer reviews, online customer ratings, purchase decisions, hospitality industryAbstract
The increasing influence of social media, online reviews, and customer ratings on purchasing decisions in the hospitality industry motivated this study. The aim was to analyze the effect of social media marketing, online customer reviews, and online customer ratings on the purchase decisions at Arthur Suites by Premier Hospitality Asia in Badung. The population consisted of all customers who made reservations through the Traveloka platform, totaling 359 individuals, with a sample of 78 respondents selected via simple random sampling. Data were collected using questionnaires and analyzed through multiple linear regression. The results indicated that, simultaneously, the three variables significantly affected purchasing decisions, with an R-squared value of 0.949. Partially, social media marketing, online reviews, and customer ratings each had a positive and significant impact on purchase decisions. The practical implication suggests that hotel management should enhance their online presence and interaction on social media and actively manage reviews and ratings to increase customer purchase intentions. The effective management of these factors can improve customer purchasing decisions and business success in the hospitality sector
References
Amelia, R, D,, Michael, M,, & Mulyandi, R, (2021), Analisis Online Consumer Review Terhadap Keputusan Pembelian pada E-Commerce Kecantikan, Jurnal Indonesia Sosial Teknologi, 2(02), 274-280
Ardianti, Asri Nugrahani, and Widiartanto Widiartanto, "Pengaruh Online customer review dan Online customer rating terhadap keputusan pembelian melalui marketplace Shopee,(Studi pada mahasiswa aktif FISIP Undip)," Jurnal Ilmu Administrasi Bisnis 8,2 (2019): 55-66,
Arif, M, (2021, August), Pengaruh social media marketing, Electronic Word Of Mouth (EWOM) dan lifestyle terhadap keputusan pembelian Online, In Seminar Nasional Teknologi Edukasi Sosial dan Humaniora (Vol, 1, No, 1, pp, 111-122),
Cahyono, Y, T,, & Wibawani, I, D, (2022), Pengaruh Harga, Online customer review, dan Online customer rating terhadap Keputusan Pembelian pada Marketplace Shopee, Prosiding HUBISINTEK, 2(1),867-867,
Dewi, N, M, P,, Imbayani, I, G, A,, & Ribek, P, K, (2021), Pengaruh Social media marketing Terhadap Keputusan Pembelian Yang Dimediasi E-Word Of Mouth Pada Givanda Store Denpasar, EMAS, 2(2), 28-42,
Hariyanto, H, T,, & Trisunarno, L, (2021), Analisis Pengaruh Online customer review, Online customer rating, dan Star Seller terhadap Kepercayaan Pelanggan Hingga Keputusan Pembelian pada Toko Online di Shopee, Jurnal Teknik ITS, 9(2), A234-A239,
Kambali, I,, & Masitoh, S, (2021), Pengaruh Social media marketing Terhadap Keputusan Pembelian Jasa Pengiriman Barang Di Kantor Pos Pati 59100, Pro Mark, 11(1), 10-10,
Kurniasari, M,, & Budiatmo, A, (2018), Pengaruh Social media marketing, Brand Awareness Terhadap Keputusan Pembelian Dengan Minat Beli Sebagai Variabel Intervening Pada J, Co Donuts & Coffee Semarang, Jurnal Ilmu Administrasi Bisnis, 7(3), 152-159,
Ngadimen, A, N,, & Widyastuti, E, (2021), Pengaruh social media marketing, Online customer review, dan religiusitas terhadap keputusan pembelian konsumen shopee di masa pandemi Covid-19 dengan minat beli sebagai variabel intervening, Journal of Management and Digital Business, 1(2), 122-134,
Noviani, S, R,, & Siswanto, T, (2022), Pengaruh Online Consumer Review, Rating, Dan Persepsi Harga Terhadap Keputusan Pembelian Konsumen Milenial Marketplace Shopee Di Jakarta Selatan, Jurnal Inovasi Manejemen dan Bisnis (JIMB), 1(1), 17-28,
Pertiwi, B, A, S,, & Sulistyowati, R, (2021), Pengaruh Strategi Green Marketing Dan Social media marketing Terhadap Keputusan Pembelian Kaos Lokal Kerjodalu,
Jurnal Pendidikan Tata Niaga (JPTN), 9(3), 1376-1382,
Purnomo, M, A,, & Lutfie, H, (2019), Pengaruh Pemasaran Media Sosial Terhadap Brand Awareness SV, Indolecture Pramadana Kreasi Tahun 2019, eProceedings of Applied Science, 5(2)
Purwaningsih, N,, & Susanto, F, (2021), Pengaruh Social media marketing dan Brand Awareness Terhadap Keputusan Pembelian Produk Dirga Mahar, Prosiding Konferensi Nasional Ekonomi Manajemen dan Akuntansi (KNEMA), 1(1),
Putra, D, P,, Suprihartini, L,, & Kurniawan, R, (2021), Celebrity Endorser, Online customer review, Online customer rating Terhadap Keputusan Pembelian dengan Kepercayaan Sebagai Variabel Intervening pada Marketplace Tokopedia, Bahtera Inovasi, 5(1), 57-65,
Santosa, A, B,, & Rianto, Y, (2021), PENGARUH SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN JASA GPHOTO, Economicus, 15(1), 79-89,
Sianipar, F, A, H,, & Yoestini, Y, (2021), ANALISIS PENGARUH CUSTOMER REVIEW DAN CUSTOMER RATING TERHADAP KEPUTUSAN PEMBELIAN PRODUK DI ONLINE MARKETPLACE (Studi Pada
Mahasiswa Pengguna Tokopedia di Kota Semarang), Diponegoro Journal of Management, 10(6)
Syarifah, T,, & Mastriani, E, (2022), Pengaruh Online customer review Dan Online customer rating Terhadap Keputusan Pembelian Melalui Marketplace Shopee (Studi Kasus: Mahasiswa Fakultas Ekonomi UNA TA 2021/2022), Jurnal Pendidikan dan Konseling (JPDK), 4(6), 11521-11529,
Upadana, M, W, K,, & Pramudana, K, A, S, (2020), Brand Awareness Memediasi Pengaruh Social media marketing Terhadap Keputusan Pembelian, E-Jurnal Manajemen Unud, 9(5), 1921-1941,
