Pengaruh Terpaan Konten Media Sosial Instagram Hotel Ubud Malang Terhadap Keputusan Berkunjung Konsumen

Social media, especially Instagram, has become a significant platform in influencing consumer behavior in the context of tourism. This study employs a quantitative approach by applying survey methods to a sample of potential consumers who have been exposed to social media content from Hotel Ubud Malang. The data are analyzed using linear regression techniques to identify the relationship between social media content exposure and consumer visiting decisions.

The results of the study indicate a significant influence of Instagram social media content exposure from Hotel Ubud Malang on consumer visiting decisions. Social media content exposure, including photos, reviews, and promotions, has a positive impact on consumers' interest and intention to visit Hotel Ubud Malang. The practical implications of this research highlight the importance of consistently managing and improving social media content to strengthen attractiveness and influence consumer visiting decisions in the hospitality industry. This study provides an important contribution to understanding the role of social media, particularly Instagram, in influencing consumer visiting decisions. These findings underscore the importance of considering social media factors in understanding consumer behavior and designing effective marketing strategies.