Dampak promosi instagram terhadap niat beli di hotel langham Jakarta = The impact of instagram promotion on purchase intention at the langham hotel Jakarta

Susanto, Meira Natania and Tan, Joceline (2024) Dampak promosi instagram terhadap niat beli di hotel langham Jakarta = The impact of instagram promotion on purchase intention at the langham hotel Jakarta. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini menguji dampak Promosi Instagram terhadap Niat Pembelian di The Langham Jakarta, sebuah hotel bisnis di SCBD dan cabang pertama Langham di Asia Tenggara. Dengan lokasi strategis di pusat distrik bisnis Jakarta, The Langham Jakarta bersaing ketat dengan hotel terkemuka seperti Ritz-Carlton Pacific Place, Raffles, Four Seasons, Park Hyatt, dan St. Regis. Penelitian ini bertujuan mengidentifikasi bagaimana pasar lokal melihat The Langham Jakarta melalui dampak Promosi Instagram terhadap niat pembelian konsumen. Studi ini melibatkan pendekatan menyeluruh untuk menilai bagaimana konsumen merespons upaya promosi Instagram The Langham Jakarta dan apakah hal tersebut memengaruhi niat pembelian. Dengan analisis data, penelitian ini memberikan wawasan mengenai efektivitas Promosi Instagram sebagai teknik pemasaran bagi hotel yang memasuki area yang sudah mapan. Tujuan penelitian ini adalah memperluas pemahaman tentang perilaku konsumen dan taktik pemasaran di sektor hospitality, memberikan saran praktis bagi hotel untuk meningkatkan posisi kompetitif. / This research studies the impact of Instagram Promotion on Purchase Intention at The Langham Jakarta, a business hotel situated in SCBD and the first branch of the Langham chain in Southeast Asia. As it is located strategically in the heart of Jakarta’s bustling business district, The Langham Jakarta encounters stiff competition from wellestablished players in the Indonesian market like Ritz-Carlton Pacific Place, Raffles, Four Seasons, Park Hyatt, and St. Regis. Hence, this research aims to identify how the local market perceives The Langham Jakarta as a viable hotel option by examining the impact of their Instagram Promotion activities on consumers’ purchase intention. This study uses an extensive approach to examine how consumers responded to The Langham Jakarta's Instagram promotion efforts to determine whether or not these efforts affected consumers' intentions to make a purchase. This study aims to offer important insights into the efficacy of Instagram promotion as a marketing technique for hotels entering established areas through data analysis and interpretation. The purpose of the research is to further our knowledge of consumer behavior and marketing tactics in the hospitality sector. As a result, we may be able to provide hotels looking to improve their competitive position with practical advice.

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