Putri, Komang Shashi Kirana Triana (2025) Analisis Efektivitas Influencer Marketing dan Meta Ads Manager dalam Meningkatkan Minat Menginap di Adiwana Resort Jembawan. Undergraduate thesis, Politeknik Negeri Bali.

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Abstract

This study aims to analyze the effectiveness of Influencer Marketing, Meta Ads Manager, and the synergy of both strategies in increasing the intention to stay at Adiwana Resort Jembawan. A quantitative approach was employed by distributing questionnaires to respondents who had been exposed to one of the three marketing strategies. Data were analyzed using Welch ANOVA and Games-Howell post hoc tests. The results indicate no statistically significant difference in effectiveness among the three strategies in influencing stay intention, with a significance value of 0.069 (>0.05). However, numerically, the group exposed to the synergistic strategy showed the highest average score for stay intention compared to the other groups. These findings suggest that although not statistically significant, the synergy between Influencer Marketing and Meta Ads Manager has the potential to be a more optimal approach in digital marketing strategies. This study also reinforces the relevance of the AISAS model in tourism marketing, as synergistic strategies are more likely to activate multiple AISAS stages simultaneously, thereby encouraging consumers’ interest in hospitality services.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Influencer Marketing, Meta Ads Manager, Strategic Synergy, Stay Intention, AISAS, Digital Marketing, Tourism, Hospitality.
Subjects: Ilmu Ekonomi > Ilmu Manajemen > Pemasaran
Divisions: Jurusan Administrasi Bisnis > Prodi D4 Bisnis Digital > Skripsi
Depositing User: Komang Shashi Kirana Triana Putri
Date Deposited: 29 Aug 2025 09:42
Last Modified: 29 Aug 2025 09:42
URI: https://repository.pnb.ac.id/id/eprint/18197

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