Analisis Pengaruh Promosi pada Media Sosial, Digital Branding dan Influencer Marketing Terhadap Purchase Intention Jasa Perjalanan Wisata Mancanegara

Authors

  • Mozart Malik Ibrahim Perbanas Institute image/svg+xml
  • 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

DOI:

https://doi.org/10.35870/jemsi.v11i3.4076

Keywords:

Digital Branding, Influencer Marketing, Social Media Promotion, Purchase Intention

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.

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Author Biographies

  • 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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Published

2025-06-01

Issue

Vol. 11 No. 3 (2025): Juni 2025

Section

Articles

License

Copyright (c) 2025 Mozart Malik Ibrahim, Rezky Nurbakti, Sri Purwati, Muhammad Hery Santosa, Hadi Mulyana, Jefri Putri Nugraha

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How to Cite

Ibrahim, M. M., Nurbakti, R., Purwati, S., Santosa, M. H., Mulyana, H., & Nugraha, J. P. (2025). Analisis Pengaruh Promosi pada Media Sosial, Digital Branding dan Influencer Marketing Terhadap Purchase Intention Jasa Perjalanan Wisata Mancanegara. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 11(3), 1277-1283. https://doi.org/10.35870/jemsi.v11i3.4076

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