Pengaruh Promosi Media Sosial terhadap Keputusan Menginap di Emersia Hotel & Resort Batusangkar

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh promosi media sosial terhadap keputusan menginap di Emersia Hotel & Resort Batusangkar. Revisi substansi penelitian ini menempatkan media sosial bukan sekadar sebagai media penyebaran informasi, tetapi sebagai kanal komunikasi pemasaran digital yang membentuk persepsi, kepercayaan, evaluasi alternatif, dan kecenderungan pemesanan hotel. Penelitian menggunakan pendekatan kuantitatif dengan desain survei asosiatif kausal secara potong lintang. Populasi penelitian adalah yang menginap pada periode Januari–Juni 2025 sebanyak 7.626 orang. Sampel awal berdasarkan rumus Slovin adalah 305 responden, tetapi setelah pemeriksaan kelengkapan data, 300 kuesioner dinyatakan layak dianalisis. Variabel promosi media sosial diukur melalui indikator reach, engagement, content, frequency, dan interactivity, sedangkan keputusan menginap diukur melalui pemilihan alternatif akomodasi, penilaian terhadap fasilitas dan kualitas pelayanan, pertimbangan harga dan nilai manfaat, pengalaman dan kepuasan selama menginap, serta niat menggunakan kembali dan memberikan rekomendasi. Hasil reliabilitas menunjukkan Cronbach’s Alpha sebesar 0,907 untuk promosi media sosial dan 0,897 untuk keputusan menginap. Analisis regresi linear sederhana menunjukkan bahwa promosi media sosial berpengaruh positif dan signifikan terhadap keputusan menginap (b = 0,915; SE = 0,019; t = 47,238; p < 0,001; R = 0,939; R² = 0,882). Temuan ini menunjukkan bahwa promosi media sosial memiliki kontribusi statistik yang sangat kuat dalam model penelitian, tetapi interpretasi kausal perlu dibatasi karena data dikumpulkan melalui survei persepsi pada satu waktu. Studi ini berkontribusi dengan menguji efektivitas indikator promosi media sosial pada hotel berbintang di destinasi wisata budaya daerah, serta memberikan dasar praktis bagi pengelolaan konten digital hotel.

This study aims to examine the effect of social media promotion on guests’ stay decisions at Emersia Hotel & Resort Batusangkar. The revised manuscript positions social media not merely as an information-distribution channel but as a digital marketing communication medium that shapes perception, trust, alternative evaluation, and hotel booking decisions. A quantitative cross-sectional survey with an associative-causal design was employed. The population comprised 7,626 guests who stayed at the hotel from January to June 2025. Although the initial sample size calculated using Slovin’s formula was 305 respondents, 300 questionnaires were considered valid after data screening. Social media promotion was measured using reach, engagement, content, frequency, and interactivity, while stay decision was measured through alternative accommodation selection, assessment of facilities and service quality, price and value consideration, stay experience and satisfaction, and intention to reuse and recommend the hotel. Reliability testing produced Cronbach’s Alpha values of 0.907 for social media promotion and 0.897 for stay decision. Simple linear regression indicated that social media promotion had a positive and significant effect on guests’ stay decisions (b = 0.915; SE = 0.019; t = 47.238; p < 0.001; R = 0.939; R² = 0.882). These results show a very strong statistical contribution of social media promotion within the research model; however, causal interpretation should be treated cautiously because the data were collected through a single-time perception-based survey. The study contributes by testing specific social media promotion indicators in a starred hotel located in a regional cultural-tourism destination and provides managerial insights for improving hotel digital content strategies.