Pengaruh Influencer Marketing Terhadap Keputusan Pembelian Kamar di Hotel Bintang 5 Jakarta

ABSTRACT
Influencer marketing strategy is carried out by involving influential figures on social media to promote products or services to their followers. Meanwhile, the decision-making process for the purchase of hotel rooms occurs when consumers realise the need for accommodation, seek information, evaluate hotel options, and finally choose the room that they think is most suitable. This research aims to analyse the influence of marketing strategies through influencers on consumer purchasing decisions at five-star hotels in Jakarta. Data collection is done using Google Forms questionnaire. Descriptive analysis method with quantitative approach is used in the implementation of this research. Research findings show a correlation coefficient of 0.375, indicating that the strength of the relationship between influencer marketing variables and hotel room purchase decisions are low. This implies that the increased influence of influencer marketing will also increase the decision to buy a hotel room. Based on the research results, the null hypothesis (H0) was declared rejected, while the alternative hypothesis (H1) was accepted, which means that there is a significant relationship, moderate, and has a direct direction between the marketing strategy through influencers and the decision to buy a room at a five- star hotel in Jakarta.
Keywords: Influencer marketing, Hotel Room Purchase Decision

ABSTRAK
Strategi pemasaran influencer dilakukan dengan cara melibatkan figur berpengaruh di media social untuk mempromosikan produk atau layanan kepada pengikut mereka. Sementara itu, proses pengambilan keputusan untuk pembelian kamar hotel terjadi ketika konsumen menyadari kebutuhan akan akomodasi, mencari informasi, mengevaluasi pilihan hotel, dan akhirnya memilih kamar yang menurut mereka paling cocok. Penelitian ini bertujuan untuk menganalisis pengaruh strategi pemasaran melalui influencer terhadap keputusan pembelian konsumen pada hotel bintang lima di Jakarta. Pengumpulan data dilakukan menggunakan kuesioner Formulir Google. Metode analisis deskriptif dengan pendekatan kuantitatif digunakan dalam pelaksanaan penelitian ini. Temuan penelitian menunjukkan koefisien korelasi 0,375, menunjukkan bahwa kekuatan hubungan antara variabel pemasaran influencer dan keputusan pembelian kamar hotel rendah. Ini menyiratkan bahwa peningkatan pengaruh pemasaran influencer juga akan meningkatkan keputusan untuk membeli kamar hotel. Berdasarkan hasil penelitian, hipotesis nol (H0) dinyatakan ditolak, sementara hipotesis alternatif (H1) diterima, yang berarti terdapat hubungan yang signifikan, bersifat moderat, dan memiliki arah langsung antara strategi pemasaran melalui influencer dengan keputusan pembelian kamar pada hotel bintang lima di Jakarta.
Kata Kunci : Influencer marketing, Keputusan Pembelian Kamar