ANALISIS ENDORSEMENT, SOSIAL MEDIA MARKETING, BRAND AWARENESS PADA PLATFORM INSTAGRAM TERHADAP KEPUTUSAN MENGINAP DI BAHANA GUEST HOUSE

Abstract

The tourism industry in Bali has experienced significant growth in 2024 following the global impact of the COVID-19 pandemic. This rapid development has inevitably affected accommodation options for guests, including Bahana Guest House. To attract guest decisions to stay, business operators must consider various factors influencing these decisions. Therefore, this study aims to analyze the impact of endorsements, social media marketing, and brand awareness on the decision to stay at Bahana Guest House. This research is a descriptive analysis research using a quantitative approach. Sampling used a random sampling method with a total of 67 respondents. Data collection was carried out using a likert scale questionnaire. The data analysis technique uses multiple linear regression analysis. Hypothesis testing is carried out using the t test and f test. The results of the research show that: (1) Endorsement has a positive and significant effect on purchase interest, the t-count value is 2.895 and the significance value is 0.005. (2) Social Media Marketing has a positive and significant effect on buying interest, the t-count value is 2.639 and the significance value is 0.010. (3) Brand Awareness has a positive and significant effect on buying interest, the t-count value is 3.725 and the significance value is 0.000. (4) Endorsement, social media marketing, brand awareness simultaneously (together) influence purchasing interest, this is proven by the f-count value of 44.,498 and a significance value of 0.000