The Influence of Pricing and Digital Promotion Through Instagram on Tourists' Purchase Interest at the Haven Bali Seminyak Hotel

I  Putu Bagus  Suryananta; Ni Made  Suastini; Putu Diah Sastri  Pitanatri

doi:10.55927/marcopolo.v2i8.10881

Authors

I Putu Bagus Suryananta Politeknik Pariwisata Bali
Ni Made Suastini Politeknik Pariwisata Bali
Putu Diah Sastri Pitanatri Politeknik Pariwisata Bali

DOI:

https://doi.org/10.55927/marcopolo.v2i8.10881

Keywords:

Price, Promotion, Instagram, Purchase Interest

Abstract

This study examines the effect of pricing and digital promotion through Instagram on tourist purchasing interest at The Haven Bali Seminyak. Using a quantitative method with 100 respondents, this study applies validity, reliability, multiple linear regression analysis, F test, T test, and coefficient of determination analysis. Data were processed using SPSS. The results show that pricing and digital promotion have a significant effect simultaneously and partially on tourist purchasing interest. Both variables contribute 61% to purchasing interest. Multiple linear regression analysis shows a positive effect of 0.337 for price and 0.317 for promotion. The T test produces a significance value of 0.000 <0.05 for both variables. The F test proves the significant effect of both variables together on purchasing interest with a significance level of 0.000 <0.05.

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