The Influence of Price and Promotion Through Instagram Social Media on Generation Y Tourists' Purchase Interest at Four Points By Sheraton Bali, Seminyak

Anak Agung Putu Sebastian Ardika  Wibawa; Putu Diah Sastri  Pitanatri; Nyoman Gede Mas  Wiartha

doi:10.55927/marcopolo.v2i8.10883

Authors

Anak Agung Putu Sebastian Ardika Wibawa Program Studi Pengelolaan Perhotelan, Politeknik Pariwisata Bali
Putu Diah Sastri Pitanatri Program Studi Pengelolaan Perhotelan, Politeknik Pariwisata Bali
Nyoman Gede Mas Wiartha Program Studi Pengelolaan Perhotelan, Politeknik Pariwisata Bali

DOI:

https://doi.org/10.55927/marcopolo.v2i8.10883

Keywords:

Price, Promotion, Instagram, Purchase Interest

Abstract

The purpose of the research is to test and determine the effect of price and promotion through Instagram social media partially and simultaneously on the purchasing interest of Generation Y tourists at Four Points by Sheraton Bali, Seminyak. The research conducted is a quantitative research with a population of Generation Y tourists who know Four Points by Sheraton Bali, Seminyak. The sample used was 100 respondents. In conducting data analysis, the techniques used were Multiple Linear Regression, t-test, f-test, and Determination Coefficient using SPSS. Based on the results of the study, it was found that the calculated f value> f table = 143.734> 3.09 and the significance value <α = 0.00 <0.05 and it can be concluded that price and promotion through Instagram social media have a positive and significant effect simultaneously on the purchasing interest of Generation Y tourists at Four Points by Sheraton Bali, Seminyak.

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