Social media marketing and the purchase intention of domestic tourists of Bali

Abstract

The purpose of this study was to determine the effect of marketing activities that have been carried out by Hotel Indigo Bali Seminyak Beach through Social Media Marketing on the purchase Intention of domestic tourists. The data used were obtained  from the study of documentation and also questionnaires distributed to 90 respondents. Then the data obtained were tested through validity test, reliability test, classical assumption test, and simple linear regression. The results of the research conducted show   that social media marketing has a positive effect on the purchase intention of domestic  tourists at the Indigo Bali Seminyak Hotel which can be proven by evidence of a significance value which shows the number 0.000 < 0,005 with a t count value > t-table = 32,086 > 1,666, calculation is done by t test which is  included in simple linear regression. While the results of a simple linear regression of purchase intention (Y) = 0.986 + 0.775x, which means that if social media marketing increases, there will also be an increase in purchase intention. The contribution of social media marketing to   purchase intention is 92.1% which is tested by the coefficient of determination analysis method.