The Influence Of Digital Marketing On Nero Homestay Rental Decision Making In Tanah Kuning

Raditya Sadana, Nuraeni Kadir, Jusni Jusni

Abstract


This study looks at how consumer decisions about what to buy at Tanah Kuning's Nero Homestay are influenced by social media and digital marketing. In this study, survey approaches are combined with quantitative methodologies. 385 individuals provided information via a questionnaire. Descriptive analysis and the structural equation model (SEM) were used in the data analysis, which was done with SPSS and SmartPLS. The study's findings demonstrate that, at Nero Homestay, social media and digital marketing significantly and favorably affect customers' decisions to buy. This means that the more effectively Nero Homestay uses social media and digital marketing, the more likely it is that customers will make a purchase.
Keywords: digital marketing, social media marketing, and decisions purchase.

References


Adriana, I. L., & Widodo, T, (2019). Peran Brand Awareness Dan Brand Image Dalam Memediasi Pengaruh Social Media Marketing Activity Terhadap E-wom Dan Komitmen Pelanggan Tokopedia. e-Proceeding of Management, 6(2), 2817-2824. Retrieved from https://openlibrarypublications.telkomuniversity.ac.id/index.php/management/article/view/10452/10307

Aji, P. M., Nadhila, V., & Sanny, L., (2020). Effect of social media marketing on Instagram towards purchase intention: Evidence from Indonesia’s ready-to-drink tea industry. International Journal of Data and Network Science, 4(2), 91-104. DOI:http://dx.doi.org/10.5267/j.ijdns.2020.3.002

Alhadid, A. Y., (2014). The Impact of Social Media Marketing on Brand Equity: An Empirical Study on Mobile Service Providers in Jordan. Integrative Business & Economics, 3(1), 334-345. Retrieved from http://sibresearch.org/uploads/3/4/0/9/34097180/riber_k14-167_334-345.pdf

Aliansyah, H., & Hermawan, W., (2019). Peran Sektor Pariwisata Pada Pertumbuhan Ekonomi Kabupaten/Kota di Jawa Barat. Bina Ekonomi, 23(1), 39-54. Retrieved from https://journal.unpar.ac.id/index.php/BinaEkonomi/article/4654/3216/12170

Al-Radaideh , Q. A., (2011). A Comparison Study between Data Mining Tools over some Classification Methods. (IJACSA) International Journal of Advanced Computer Science and Applications, 18-26. Retrieved from https://www.academia.edu/download/30911001

Alsaleh, A., Alabdulhadi, M., & Alrwaish, N., (2017). Impact of peer coaching strategy on pre-service teachers’ professional development growth in Kuwait. International Journal of Educational Research, 86, 36-49. DOI:https://doi.org/10.1016/j.ijer.2017.07.011

Gesalza., (2023). Pengaruh Digital Marketing Melalui Media Social Dan Olshop Terhadap Keputusan Pembelian Konsumen Pada CV.Egyd di Kabupaten Kuningan. Universitas Pasundan Institusional Repositories and Scientific Journal. Retrieved from http://repository.unpas.ac.id/id/eprint/67371

Hanaysha, J. R., (2022). Impact of social media marketing features on consumer's purchase decision in the fast-food industry: Brand trust as a mediator. International Journal of Information Management Data Insights, 2(2), 1-10. DOI:https://doi.org/10.1016/j.jjimei.2022.100102

Haryanti, P., & Handayani, I., (2022). Pelatihan Dalam Upaya Peningkatan Pengetahuan dan Ketrampilan Digital Marketing Bagi UMKM di Purbalingga. JMM Jurnal Masyarakat Mandiri, 6(1), 1-10. doi:https://doi.org/10.31764/jmm.v6i1.6141

Hasan, G., & Chang, J., (2024). Pengaruh Social Media, Content Marketing, Digital Marketing, Brand Awareness, Customers Satisfaction Terhadap Purchase Intention Di Dalam Bisnis Minuman Kekinian Yang Di Mediasi Oleh Trust Di Kota Batam. Jurnal Bisnis & Akuntansi, 14(1), 174 - 187. DOI:https://doi.org/10.24929/feb.v14i1.3294

Kemenparekraf. (2022). Indeks Kinerja Pariwisata Indonesia Raih Peringkat ke-32, Besar Dunia Menurut WEF. Kementerian Pariwisata Dan Ekonomi Kreatif Retrieved July 7 2024, https://kemenparekraf.go.id/berita/siaran-pers-indeks-kinerja-pariwisata-indonesia-raih-peringkat-ke-32-besar-dunia-menurut-wec

Kotler, P., & Amstrong. (2018). Prinsip-prinsip Marketing (7 ed.). Jakarta: Salemba Empat.

Mas'udin, M., & Yuliawati., (2020). Pengaruh Dimensi Social Media Marketing melalui Instagram terhadap Keputusan Pembelian Sayur Organik di PO Sayur Organik Merbabu (SOM). Jurnal Ekonomi Pertanian dan Agribisnis (JEPA), 4(3), 478-487. DOI:https://doi.org/10.21776/ub.jepa.2020.004.03.03

Nugraha, B. B., (2023). Pendampingan Pemasaran Digital Pada UMKM Konveksi Aura Desa Kayen Lor Kecamatan Plemahan Kabupaten Kediri. Welfare : Jurnal Pengabdian Masyarakat, 1(2), 235–241. Retrieved from https://jurnalfebi.iainkediri.ac.id/index.php/Welfare/article/view/43

Prabowo, W. A., (2018). Pengaruh Digital Marketing terhadap Organizational Performance Dengan Intelectual Capital dan Perceived Quality sebagai Variabel Intervening Pada Industri Hotel Bintang Tiga Di Jawa Timur. Jurnal Manajemen Pemasaran, 12(2), 101─112. DOI:https://doi.org/10.9744/pemasaran.12.2.101-112

Priansa , D. J., & Suryawardani, B., (2020). Effects of E-Marketing and Social Media Marketing on E-commerce Shopping Decisions. Jurnal Manajemen Indonesia,. 20(1), 76-82. DOI:10.25124/jmi.v20i1.2800

Reken , F., Modding , B., & Dewi, R., (2020). Pengaruh Pemasaran Digital Terhadap Peningkatan Volume Penjualan Pada Ciputra Tallasa Jo Makassar. Tata Kelola, 7(2), 142-153. DOI:https://doi.org/10.36276/mws.v17i1.145

Saebani. (2018). Metode Penelitian Edisi Revisi. Bandung: Pustaka Setia.

Seyyedamiri, N., & Tajrobehkar, L., (2021). Social Content Marketing, Social Media And Product Development Process Effectiveness In High-Tech Companies. International Journal of Emerging Markets, 16(1), 75-91. DOI:https://doi.org/10.1108/IJOEM-06-2018-0323

Widiastuti, E., (2022). Analisis Pengaruh Citra Merek, Harga, Dan Digital Marketingterhadap Keputusan Pembelian Pada Konsumen Mie Gacoan Cabang Solobaru. JEKU (Jurnal Ekonomi dan Kewirausahaan), 4(22), 315 - 327.

Zahay, D., (2015). Reimagining Branding for The New B2B Digital Marketplace. Journal of Brand Strategy, 3(4), 357-372. Retrieved from https://www.ingentaconnect.com/content/hsp/jbs/2015/00000003/00000004/art00008




DOI: https://doi.org/10.37531/sejaman.v6i2.7062

Refbacks

  • There are currently no refbacks.


Flag Counter

Creative Commons License

S E I K O : Journal of Management & Business is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
 
© All rights reserved 2018. S E I K O : Journal of Management & Business - ISSN (Print) : 2598-831X, ISSN (Online) : 2598-8301.
 

Web Analytics