PENGARUH MEDIA SOSIAL INSTAGRAM DAN KONTEN DIGITAL TERHADAP MINAT BELI TAMU DI HOTEL BEST WESTERN PLUS MAKASSAR BEACH

Rahma Salsabila Akhiruddin. 2025. The Influence of Instagram Social Media and Digital Content on Guest Purchase Interest at Best Western Plus Makassar Beach Hotel, supervised by Sofyan Hamid Indar and Nurhaeda Z.
This study aims to analyze the influence of Instagram social media and digital content on guest purchase interest at Best Western Plus Makassar Beach Hotel.
The study employed a quantitative approach, with data collected through questionnaires distributed to 85 respondents. Data was analyzed using multiple linear regression and other statistical tests.
The results show that (1) Individually, the variables of Instagram social media and digital content have a positive and significant influence on guest purchase interest. (2) Collectively, the variables of Instagram social media and digital content have a positive and significant influence on guest purchase interest. This study concludes that optimizing social media and presenting engaging digital content plays a crucial role in influencing potential guests' decisions to purchase or use hotel services. Therefore, digital marketing strategies need to be continuously improved to be more effective in reaching and building consumer interest.