Abstract:
Purpose:
This study examines the impact of social advertising through influencer reviews
on purchasing intention in hotel industry. It explores the effectiveness of
influencer marketing in increasing purchasing intention and its benefits for
businesses and society. Design/Methodology/Approach
This study uses a quantitative data method where a survey is used to collect data
from Indonesian residents and foreigners living in the Jabodetabek area who have
watched influencer reviews in the last three months with a total of 103 people who
answered this survey question via Google Form which was distributed through
several social platforms such as Instagram, Wechat and Whatsapp with
convenient sampling techniques. The data method used is multiple regression
analysis with the help of SPSS software
Findings
the findings of a study that examined five hypotheses. The results showed all five
hypotheses, the effectiveness of social advertising in terms of informativeness, content, and brand image did not have a positive impact on purchasing intention, with significant results above 0.5. However, the Entertainment and Credibility
aspects of social advertising positively influenced purchasing intention, and their
significant results were below 0.5. Originality/ Value
The difference of this researcher from previous researchers was to investigate
influencer review strategy marketing towards local hospitality and tourism, focusing on the impact of influencer marketing on purchase intention among
Indonesian and foreign people residing in the Jabodetabek area who have
previously watched influencer reviews. This researcher not only targeted Gen Z
and Millennials consumers to gain a deeper understanding of influencer marketing reviews based on their opinions and provide valuable insights to demonstrate the
effectiveness of influencer marketing reviews across industries and businesses.
