The Influence of Social Media Advertising and Perceived Ease of Online Reservation on Accommodation Decisions, with Revisit Intention as an Intervening Variable (A Case Study of Sofyan Hotel Cut Meutia Menteng, Jakarta)

Abstract

This study aims to analyze the influence of social media advertising and perceived ease of online reservations on staying decisions, with revisit intention as an intervening variable, among guests of Sofyan Hotel Cut Meutia Menteng Jakarta. This study used a quantitative explanatory approach with a population of 500 guests who had stayed and made online reservations within the last six months. The sample size was determined using the Slovin formula (5% margin of error), resulting in 222 respondents selected through purposive sampling. Data were collected through questionnaires and analyzed using Structural Equation Modeling based on Partial Least Squares (SEM-PLS) with SmartPLS 3.0. The results show that social media advertising and perceived ease of online reservation have a positive and significant effect on staying decisions and revisit intention, and that revisit intention has a positive and significant effect on staying decisions. Revisit intention was also found to positively and significantly mediate the effect of social media advertising and perceived ease of online reservation on staying decisions. These findings indicate that effective social media advertising and ease of the online reservation process not only directly encourage staying decisions but also increase revisit intention, which subsequently strengthens guests' staying decisions.