Pengaruh Social Media Marketing dan Word of Mouth Terhadap Minat Beli Paket Wisata Pada PT Dzawani Travel Indonesia di Kota Bandung
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Abstract
The rapid growth of the tourism industry has encouraged travel service companies to implement effective marketing strategies, particularly through social media marketing and word of mouth, to increase consumers’ purchase intention. This study aims to analyze the influence of social media marketing and word of mouth on the purchase intention of tour packages at PT Dzawani Travel Indonesia in Bandung City. A quantitative approach was employed, with data collected through questionnaires distributed to 100 respondents. The data were analyzed using validity and reliability tests, classical assumption tests, multiple linear regression analysis, coefficient of determination, and hypothesis testing to examine both partial and simultaneous effects. The results indicate that social media marketing has no significant effect on purchase intention, suggesting that social media marketing activities have not independently increased consumers’ intention to purchase tour packages. In contrast, word of mouth has a positive and significant effect on purchase intention, indicating that more positive recommendations among consumers are associated with greater intention to purchase the tour packages offered. Simultaneously, social media marketing and word of mouth have a significant effect on purchase intention. The coefficient of determination shows that the two independent variables explain 52.2% of the variation in purchase intention, while the remaining 47.8% is explained by other factors outside the research model. These findings emphasize the importance of strengthening positive word of mouth while improving the effectiveness of social media marketing strategies to increase consumers’ purchase intention.
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References
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