The Influence of Social Media Marketing on the Decision to Stay at Alila Ubud
DOI:
https://doi.org/10.55927/wakatobi.v4i2.75Keywords:
Social media marketing, Stay Decisions, Social Media Engagement, Direct BookingAbstract
The purpose of this research activity is intended to analyze the influence of social media marketing on the decision to stay at Alila Ubud. The background of this research is based on the phenomenon of increasing social media activities of Alila Ubud which is not directly followed by an increase in the number of direct bookings. The quantitative method using a descriptive approach and simple linear regression analysis is the research method used by the researcher. Data was collected through the distribution of questionnaires to 100 respondents who were guests who had stayed at Alila Ubud. From the research activities that have been carried out, the results prove that the decision to stay is positively and significantly influenced by social media marketing which contributes 50.5%. The sharing of content indicator is the most dominant factor in attracting audience interest through interesting and informative visual content. Through these findings, it is emphasized that the use of effective social media strategies is able to shape attention, interest, desires, and encourage real consumer actions in the decision-making process of staying.
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