DEVELOPING PURCHASE INTENTION THROUGH INFLUENCER REVIEWS IN HOTEL INDUSTRY

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.