THE EFFECT OF SOCIAL MEDIA ADVERTISING AND CONSUMER TRUST ON HOTEL VISIT IN WEST JAVA IN THE COVID-19 PANDEMIC
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Date
2020
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Publisher
Solid State Technology
Abstract
This research aims to determine social media advertising to increase profit for companies. The main objective of a business is to sell products and services for a profit. Social media advertising can also assist consumers in making decisions regarding the products and services to be purchased and consumers can confirm or have an overview of the services that will be obtained so that they are of interest to visitors. This research method is a survey with a quantitative analysis approach. The objective is to examine the influence of Social Media Advertising, Consumer Trust in Hotel Visiting Interest in West Java during the Pandemic Era. The variables in this research consist of independent variables and dependent variables. Independent variable is a variable whose value affects the value of other variables or variables that cause changes or changes in the dependent variable. (The independent variables used in this study are Social Media Advertising (X1) and Consumer Trust (X2). While the dependent variable is the variable that is influenced or becomes a result of the independent variable. Where the dependent variable of this study is visiting interest (Y The method of data collection used a questionnaire instrument with 100 respondents from West Java. The method used was simple random sampling with an error rate of 5%. The data were processed and analyzed using the SPSS for Windows 21.0 series software. The results showed that social media advertising variables and consumer trust had a significant effect on visiting interest. Based on these results, it can be ascertained that social media advertisements affect the interest in visiting hotels in West Java.
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Keywords
Social Media Advertising, Consumer Trust, Visiting Interest, Hotel, Covid-19 Pandemic