Pengaruh Media Sosial dan Word of Mouth terhadap Keputusan Menginap di Hotel Louise Kienne Semarang

Gabriel Arthurito Wibowo; Tuwuh Adhistyo Wijoyo

doi:10.55606/jubima.v4i3.4529

Authors

Gabriel Arthurito Wibowo Sekolah Tinggi Ilmu Ekonomi Pariwisata Indonesia
Tuwuh Adhistyo Wijoyo Sekolah Tinggi Ilmu Ekonomi Pariwisata Indonesia

DOI:

https://doi.org/10.55606/jubima.v4i3.4529

Keywords:

Decision to Stay, Hotel, Social Media, Word of Mouth, Word-of-Mouth Marketing

Abstract

This study aims to analyze the influence of social media and word of mouth on the decision to stay at Hotel Louise Kienne Semarang. This research uses a quantitative approach with survey method. The population were guests who had stayed at Hotel Louise Kienne Semarang in the last six months, with 100 respondents selected through purposive sampling. Data were collected using a Likert scale questionnaire and analyzed using multiple linear regression with SPSS version 25. Validity and reliability tests confirmed all instruments were valid (r > 0.196) and reliable (Cronbach Alpha > 0.70). The classical assumption tests showed data were normally distributed, free from multicollinearity and heteroscedasticity. The results indicate that social media has a significant positive effect on the decision to stay (t = 5.192, p < 0.05), and word of mouth also has a significant positive effect (t = 5.112, p < 0.05). Simultaneously, both variables significantly influence the decision to stay (F = 164.481, p < 0.05) with a coefficient of determination (R²) of 0.770, meaning 77.0% of the variance in the decision to stay is explained by these variables. Hotel management should optimize social media strategies and encourage positive word of mouth to attract more guests.

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