PENGARUH PEMASARAN MEDIA SOSIAL INSTAGRAM DAN ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP NIAT BELI KONSUMEN RAJA TOUR & TRAVEL BANDUNG
DOI:
https://doi.org/10.61722/jemba.v3i1.2105Keywords:
pemasaran Instagran; electronic word of mouth; niat beli; dan tour and travel.Abstract
Pemanfaatan media sosial oleh agen perjalanan wisata belum sepenuhnya diikuti oleh peningkatan niat beli konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh pemasaran media sosial Instagram dan electronic word of mouth (e-WOM) terhadap niat beli konsumen Raja Tour & Travel Bandung. Metode penelitian yang digunakan adalah kuantitatif deskriptif verifikatif dengan pengumpulan data melalui kuesioner skala Likert kepada 100 responden. Hasil analisis deskriptif menunjukkan bahwa pemasaran media sosial Instagram, electronic word of mouth, dan niat beli konsumen berada pada kategori baik. Hasil analisis verifikatif menunjukkan bahwa pemasaran media sosial Instagram berpengaruh positif dan signifikan terhadap niat beli konsumen (t = 5,535; sig. = 0,000), sedangkan electronic word of mouth memiliki pengaruh yang lebih kuat terhadap niat beli konsumen (t = 8,235; sig. = 0,000). Secara simultan, pemasaran media sosial Instagram dan electronic word of mouth berpengaruh signifikan terhadap niat beli konsumen (F = 77,802; sig. = 0,000) dengan nilai Adjusted R² sebesar 0,690. Penelitian ini menyimpulkan bahwa peningkatan niat beli konsumen ditentukan oleh optimalisasi pemasaran Instagram yang didukung oleh pengelolaan electronic word of mouth secara efektif.
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