Published: 2025-06-01
Analisis Pengaruh Promosi pada Media Sosial, Digital Branding dan Influencer Marketing Terhadap Purchase Intention Jasa Perjalanan Wisata Mancanegara
DOI: 10.35870/jemsi.v11i3.4076
Mozart Malik Ibrahim, Rezky Nurbakti, Sri Purwati, Muhammad Hery Santosa, Hadi Mulyana, Jefri Putri Nugraha
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Mozart Malik Ibrahim:
Perbanas Institute
- Rezky Nurbakti: Institut Ilmu Sosial dan Bisnis Andi Sapada
- Sri Purwati: Sekolah Tinggi Ilmu Ekonomi Bisnis Indonesia
- Muhammad Hery Santosa: STMIK Widya Utama
- Hadi Mulyana: Sekolah Tinggi Ilmu Ekonomi Pariwisata Yapari Bandung
- Jefri Putri Nugraha: Politeknik Kelautan dan Perikanan Sidoarjo
Abstract
This study examines how influencer marketing, digital branding, and social media promotion affect consumers' intentions to buy foreign travel services. Due to shifts in customer behavior in the digital age, digital marketing tactics are now crucial for influencing decisions about what to buy. Two hundred fifty respondents interested in traveling abroad and frequent social media users made up the study's sample. Multiple linear regression was the analysis technique to ascertain how each independent variable affected the dependent variable. The findings demonstrated that purchase intention was highly impacted by all three independent variables simultaneously. Influencer marketing was somewhat more powerful than digital branding and social media promotion. This demonstrates how crucial prominent figures are in creating favorable opinions about tourism services. Players in the tourism sector should use these findings as a guide when creating focused and successful marketing campaigns in the current digital environment.
Keywords
Digital Branding; Influencer Marketing; Social Media Promotion; Purchase Intention
Article Information
This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.
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Issue: Vol. 11 No. 3 (2025)
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Section: Articles
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Published: 2025-06-01
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License: CC BY 4.0
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Copyright: © 2025 Authors
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DOI: 10.35870/jemsi.v11i3.4076
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Mozart Malik Ibrahim, Perbanas Institute
Program Studi Magister Akuntansi Keuangan, Perbanas Institute, Indonesia.
Rezky Nurbakti, Institut Ilmu Sosial dan Bisnis Andi Sapada
Program Studi Manajemen Industri, Institut Ilmu Sosial dan Bisnis Andi Sapada, Indonesia.
Sri Purwati, Sekolah Tinggi Ilmu Ekonomi Bisnis Indonesia
Program Studi Manajemen, Sekolah Tinggi Ilmu Ekonomi Bisnis Indonesia, Indonesia.
Muhammad Hery Santosa, STMIK Widya Utama
Program Studi Komputerisasi Akuntansi, STMIK Widya Utama, Indonesia.
Hadi Mulyana, Sekolah Tinggi Ilmu Ekonomi Pariwisata Yapari Bandung
Program Studi Usaha Perjalanan Wisata, Sekolah Tinggi Ilmu Ekonomi Pariwisata Yapari Bandung, Indonesia.
Jefri Putri Nugraha, Politeknik Kelautan dan Perikanan Sidoarjo
Program Studi Agribisnis Perikanan, Politeknik Kelautan dan Perikanan Sidoarjo, Indonesia.
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