The Influence of Facilities and Social Media (Instagram) on the Decision to Stay at Hermes Palace Hotel Medan

Helpitaria Br Tarigan; Dian Purnama  Sari

doi:10.63922/ijebir.v5i05.4950

Helpitaria Br Tarigan Sekolah Tinggi Ilmu Manajemen Sukma Medan
Dian Purnama Sari Sekolah Tinggi Ilmu Manajemen Sukma Medan

DOI: https://doi.org/10.63922/ijebir.v5i05.4950

Keywords: Facilities, social media (Instagram), and decision to stay

Abstract

This study aims to analyze the influence of facilities and Instagram social media on the decision to stay at Hermes Palace Hotel Medan. Using a quantitative method with a total sampling technique, questionnaires were distributed to 80 respondents who were guests using the facilities and followers of the hotel's official account. Data analysis used multiple linear regression with the assistance of SPSS. The t-test results showed that partially, facilities had a positive and significant effect on the decision to stay. Instagram social media also had a positive and significant effect partially, even becoming the most dominant variable. The F-test results confirmed that both variables simultaneously had a significant effect on the decision to stay with an influence contribution of 62%. Management is advised to optimize graphic information signboards and enhance the visualization of aesthetic facilities through interactive content on Instagram.

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