STRATEGI PEMANFAATAN INSTAGRAM SEBAGAI MEDIA DIGITAL MARKETING DALAM MENINGKATKAN OCCUPANCY HOTEL DIASA PANDEMI COVID-19 DI KABUPATEN BADUNG – BALI

Abstract

Bali has a tourism center in the Badung area, one of which is
the Paragon Resort Hotel. During the COVID-19 pandemic, many hotels
experienced a decrease in visitors, therefore various promotional tips were
carried out by hotel management, one of which was using Instagram. This study
aims to determine how much influence Instagram as a digital marketing media
has on increasing hotel occupancy during the COVID-19 pandemic in BadungBali Regency.
In this study, there are two independent variables, namely Digital
Marketing (X1), Instagram (X2) and the dependent variable, namely Increasing
Hotel Occupancy (Y). The research method used is quantitative research methods
and sample collection by convenience sampling method. Data was collected
through the distribution of online questionnaires via google form to 100
respondents. The data processing technique was carried out by descriptive
analysis through research instrument testing, classical assumption testing, and
hypothesis testing. Through the multiple linear analysis test the results obtained
on the Instagram variable (X1) have an effect of 0.394 while the Digital marketing
variable (X2) has an influence of 0.576 on hotel occupancy (Y). In addition, from
the results of the coefficient of determination test, there are results of .478, which
means that the influence of the independent variable (X) on the dependent
variable (Y) has a very large influence, namely 47.8%. The t-test results show that
the significance value is <0.05, which is 0.010 in the X1 variable, while the X2
variable also obtains a significance value of <0.05, which is 0.000 so that it can
be stated that Instagram and digital marketing media have a significant effect on
increasing hotel occupancy ( Y). In the F test there is a calculated F result that is
44,452 and a significance of 0.000 < 0.05, this means that there is a simultaneous
effect of Instagram (x1) and digital marketing media (x2) on increasing hotel
occupancy (Y)