IMPLEMENTASI PROMOSI MEDIA SOSIAL DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUASAN PENGUNJUNG MELALUI KEPUTUSAN PENGUNJUNG SEBAGAI VARIABEL INTERVENING PADA CK TANJUNG PINANG HOTEL & CONVENTION CENTER

Abstrak

Broadly speaking, this study aims to determine the implementation of social media promotion on visitor satisfaction through visitor decisions, implementation of electronic word of mouth on visitor satisfaction through visitor decisions and implementation of visitor satisfaction on visitor decisions. Determination of the sample using the incidental sampling method with the sampling technique using the Yamane formula to obtain as many as 99 respondents. The collected data is tested and analyzed using the IBM SPSS Statistics 25 program. The analytical method used in this research is descriptive test, data quality test, classical assumption test, path analysis, and hypothesis testing.