Proceedings of the International Conference on Applied Science and Technology on Social Science 2022 (iCAST-SS 2022)

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The Influence of Social Media Marketing to Gen-Z’s Purchase Intention to Stay in a Hotel

Authors
Nyoman Indah Kusuma Dewi1, *, I. Wayan Wirga1, Upayana Wiguna Eka Putra1, Gede Pradiva Adinigrat1, Ida Ayu Putri Widiasuari Riyasa1
1Business Administration Department, Bali State Polytechnic, Badung, Indonesia
*Corresponding author. Email: ikdewi@pnb.ac.id
Corresponding Author
Nyoman Indah Kusuma Dewi
Available Online 30 December 2022.
DOI
10.2991/978-2-494069-83-1_66How to use a DOI?
Keywords
Social media marketing; Purchase intention; Gen-Z; Hotel
Abstract

Social media is getting attention as a new marketing strategy in the digitalize business. Hotels are making benefits of this trend to reach and influence their customers to purchase. The purpose of this research was to find out the influence of social media marketing towards intention to stay in a hotel, particularly for Gen-Z. The social media marketing consists of entertainment, interaction, trendiness, advertisement, customization, and electronic word of mouth (e-WOM). This research applied SmartPLS 3.2.9 as data analysis device. The findings revealed that customization, entertainment, and trendiness have positive influence whilst advertisement, e-WOM and interaction have negative influence towards purchase intention of a hotel. The theoretical framework of the relationships of Social Media Marketing can be implemented in different cases.

Copyright
© 2022 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Applied Science and Technology on Social Science 2022 (iCAST-SS 2022)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
30 December 2022
ISBN
10.2991/978-2-494069-83-1_66
ISSN
2352-5398
DOI
10.2991/978-2-494069-83-1_66How to use a DOI?
Copyright
© 2022 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Nyoman Indah Kusuma Dewi
AU  - I. Wayan Wirga
AU  - Upayana Wiguna Eka Putra
AU  - Gede Pradiva Adinigrat
AU  - Ida Ayu Putri Widiasuari Riyasa
PY  - 2022
DA  - 2022/12/30
TI  - The Influence of Social Media Marketing to Gen-Z’s Purchase Intention to Stay in a Hotel
BT  - Proceedings of the International Conference on Applied Science and Technology on Social Science 2022 (iCAST-SS 2022)
PB  - Atlantis Press
SP  - 364
EP  - 370
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-83-1_66
DO  - 10.2991/978-2-494069-83-1_66
ID  - Dewi2022
ER  -