Pengaruh pemasaran konten terhadap minat beli tamu di sthala, a tribute portfolio hotel, ubud bali by marriott international
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Abstract
Tujuan dari penelitian ini adalah untuk menganalisis pengaruh firm generated content terhadap minat beli tamu, pengaruh electronic word of mouth terhadap minat beli tamu, serta pengaruh firm generated content dan electronic word of mouth secara simultan terhadap minat beli tamu di Sthala, a Tribute Portfolio Hotel, Ubud Bali by Marriott International. Teknik pengumpulan data dalam penelitian ini adalah melalui kuesioner yang disebarkan kepada pengikut di media sosial instagram Sthala Ubud Bali, dengan hasil 100 kuesioner dikembalikan dan layak untuk dianalisis. Teknik analisis data yang digunakan dalam penelitian ini adalah uji asumsi klasik, analisis regresi linier berganda, uji t, uji F, koefisien determinasi, dan sumbangan efektif dengan bantuan program SPSS for windows version 25. Hasil dari penelitian ini menunjukkan bahwa firm generated content secara parsial berpengaruh positif dan signifikan terhadap minat beli tamu, electronic word of mouth secara parsial berpengaruh positif dan signifikan terhadap minat beli tamu, serta firm generated content dan electronic word of mouth secara simultan berpengaruh positif dan signifikan terhadap minat beli tamu di Sthala, a Tribute Portfolio Hotel, Ubud Bali by Marriott International. Firm generated content dan electronic word of mouth memberikan pengaruh sebesar 54,1% terhadap minat beli tamu, sedangkan sisanya sebesar 45,9% disebabkan oleh variabel lain yang tidak disebutkan dalam penelitian ini.
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