Susanto, Bagus (2025) Pengaruh Online Customer Review Dan Social Media Marketing Terhadap Keputusan Pembelian pada The Soemo Hills. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to analyze the influence of online customer reviews and social media marketing on purchase decisions at The Soemo Hills, a nature-based resort located in Pacet, East Java. The observed phenomenon shows fluctuations in visitor numbers despite an increase in positive reviews and social media engagement. This research adopts a quantitative approach using the Partial Least Squares (PLS) method, with purposive sampling conducted on 84 respondents who have stayed at and discovered The Soemo Hills through social media. The analysis results indicate that both online customer reviews and social media marketing have a positive and significant effect on purchase decisions. Customer reviews serve as an important source of information that shapes consumer perceptions and trust, while visual and interactive social media content enhances the destination's image and stimulates consumer interest. These findings underscore the importance of digital marketing strategies in the tourism industry, particularly in creating credible and engaging experiences for potential customers. This study offers practical implications for resort management in optimizing social media content and encouraging positive reviews as effective marketing strategies. Keywords: Online customer review, social media marketing, purchase decision, digital marketing, tourism.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | Bagus Susanto | ||||||||
| Date Deposited: | 18 Jun 2025 08:30 | ||||||||
| Last Modified: | 01 Jul 2025 02:04 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/38409 |
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