Guest Decision To Book A Hotel Room Through Social Media : The Mediation Effect Of Behavioural Intention
Keywords:guest decision, social media, hotel room, behaviour
The influence of social media on guest decision behavior in booking hotel rooms is increasingly relevant in today's digital era. Social media provides a broad platform for guests to seek information, interact, and make decisions regarding hotel room bookings. Perceived ease of use is an important factor influencing guests' decisions, where an intuitive interface, simple navigation, and a smooth booking process will influence their conclusion to make a booking through social media. In addition, perceived helpfulness is also a key consideration, where relevant information, reviews from previous guests, and useful recommendations on social media can shape positive perceptions and encourage guests to take the next step. Booking intention, as a result of perceived ease of use and usefulness, is also an important variable that influences guest behavior. This research aims to study and identify guests' decisions in booking hotel rooms through social media. One of them is to find out whether social media as a channel for booking hotel rooms is useful, easy to use, and easily accessible to the wider community. the type of research used is a quantitative approach with an explanation (explanatory research). The variables in this study are perceived easy use, perceived usefull, booking intention, and decision to book a hotel room. the population used in this study were UNP Hotel & Convention Center guests. The number of samples used was 111 respondents with purposive sampling technique and describe data from respondents' answers to questionnaires along with inferential statistical analysis techniques using the SEM (structural equilibrium modeling) data analysis method with the PLS (partial least square) approach. SmartPLS 3.intention order application. Booking intention significantly mediates between perceived ease of use and the decision to book a hotel room on social media. Social media. This is because the coefficients from X to M and M to Y are significant in both.
Caleb T Carr, Rebecca A Hayes. 2015. ‘Social Media: Defining, Developing and Divining’. Atlantic Journal of Communication. 23
Chen, H., Phelan, K. V., & Jai, T. M. (Catherine). (2016). Gender Differences in Deal Hunting: What Motivates Consumers to Search and Book Hotel Deals. Journal of Hospitality Marketing and Management
Chen, H., Li, X., & Law, R. (2022). The impact of social media on hotel guest decision-making: The role of trust, satisfaction, and loyalty. International Journal of Contemporary.
Davis, F. D. (2014). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology, 13(3), 319–340
Davis, F. D. (2012). User Acceptance Of Information Technology: System Characteristics, User Perceptions And Behavioral Impacts. International Journal of Man-Machine Studies.
Dwiyanti, N M. N., and Rahmanita, N. L. P. Y. (2022). Impact of social media marketing and room prices on tourist interest to stay at the hostel: Marketing effect through social media and room price on tourism interest to remain at the Hostel. Scientific Journal of Tourism and Business, 1(9), 2532-2549.
Ferdian, F., Abrian, Y., Suyuthie, H., Kasmita, K., and Sinensis, R. A. (2022). The Effect of Work Compensation on Intention to Stay in the Hotel Industry During the COVID 19 Pandemic with Job Embeddedness as Mediation(Study on Hotel Management Graduates, Universitas Negeri Padang). Jurnal Organisasi dan Manajemen, 18(1), 60-73.
Hussain, K., Hussain, R., & Hussain, A. (2019). The impact of social media on hotel industry. Journal of Tourism Research, 1(1), 13-28.
Jain, D., & Pathak, G. S. (2016). Impact of social media on online purchase behavior of consumers: An empirical study. Vision, 20(3), 237-253.
Kavoura, A., Hatzithomas, L., & Gizani, S. (2016). The impact of social media on the tourism industry. Journal of Tourism, Heritage & Services Marketing, 2(1), 17-24.
Khalayleh, M., & Al-Hawary, S. (2022). The impact of digital content of marketing mix on marketing performance: An experimental study at five-star hotels in Jordan. International Journal of Data and Network Science, 6(4), 1023-1032.
Kim, H. J., & Kim, Y. K. (2019). The impact of social media reviews on hotel booking intention. International Journal of Contemporary Hospitality Management, 31(4), 1668-1685.
Laudon, Kenneth C. dan Laudon, Jane P. 2012. Management Information System. Prentice Hall. Mohapatra, Sanjay.
E-commerce Strategy. Springer
Lim, Weng Marc, and Ting, Ding Hooi. 2012. E-shopping: An Analysis of The Technology Acceptance Model.
Journal of Modern Applied Science.
Mariah, M (2022). Effect of Consumer Confidence, Satisfaction and Time Accuracy on Hotel Room Booking Intentions Via Online (Doctoral dissertation, Universitas Internasional Batam).
Monica, Feliana & Japarianto, Edwin. (2022). Analisa Pengaruh Perceived Ease Of Use dan Melalui Perceived Enjoyment Terhadap Behavior Intention pada Digital Payment. Jurnal Manajemen Pemasaran, 16(1).
Nabila, Putri & Yasri. (2019). Pengaruh Website Quality Terhadap Online Booking Intention dengan Mediasi E- Trust Pada Situs Booking.com di Kota Bukittinggi. Jurnal Kajian Manajemen dan Wirausaha. 1(1)
Nasri, Wadie, and Charfeddine, Lanouar. (2012). Journal of High Technology Management Research. Factors Affecting The Adoption of Internet Banking in Tunisia: An Integration Theory of Acceptance Model and Theory of Planned Behavior
Nurvita, Anjarsari, Sarwiji Suwandi, and Slamet Mulyono. (2015) The Use of Indonesian in the Essays of Foreign Language Speaking Students at Sebelas Maret University.´BASASTRA Journal of Indonesian Language and Literature Research. 2 (1)
Pradipta, IB Gede Surya and Ni Wayan Sri Suprapti. (2013). The Effect of Attitudes and Subjective Norms on the Intention of Prospective Voters in Denpasar City to Vote for the Democratic Party in the 2014 Legislative Election. Journal of Management, Business Strategy, and Entrepreneurship. 7(1):29-39
Pramudana, K. A. S., & Santika, I. W. (2018). The Effect of Perceived Ease, Perceived Benefits, Perceived Price and Internet Marketing on Hotel Online Reservations in Bali. E-Journal of Economics and Business, Udayana University, 10(7), 2247-2256.
Putri, Y. M., Utomo, H., & Mar'ati, F. S. (2021). The Effect of Service Quality, Location, Price and Digital Marketing on Consumer Loyalty at Grand Wahid Hotel Salatiga. Among Makarti, 14(1).
Saputra, Andi. (2018). Survey of Social Media Use among Padang City Students Using Uses And Gratifications Theory. Journal of Documentation and Information. 40(2)
Superwiratni, S. (2021). The Influence of Instagram Social Media on Guest Staying Decisions at Glamping Trizara Resort. Journal of Research Innovation, 1(11), 2409-2430.
Supriyanto, Ahmad Sani and Maharani, Vivin. 2013 Human Resources Research Methodology, UIN Press, Malang.
Refiani, A. S., & Mustikasari, A. (2020). Analysis of the Effect of Social Media Marketing Through Instagram on Purchasing Decisions Study on This! By Alifah Ratu in 2020. eProceedings of Applied Science, 6(3).
Taprial, Varinder & Kanwar, Priya. 2012. Understanding Social Media. London. Ventus Publishing ApS.
Theocharidis, A. I., Argyropoulou, M., Karavasilis, G., Vrana, V., & Kehris, E. (2020). An approach towards investigating factors affecting intention to book a hotel room through social media. Sustainability, 12(21), 8973.
Tjiptono dan Fandy. 2008. Strategi Pemasaran. Edisi 3, ANDI: Yogyakarta
Wang, D., Yu, B., & Wei, J. (2012). Social media peer communication and impacts on purchase intentions: A consumer socialization framework. Journal of Interactive Marketing, 26(4), 198-208.