STIMULUS OF SOCIAL MEDIA INSTAGRAM; THE INFLUENCE OF ELECTRONIC WORD OF MOUTH TOWARDS VISITING INTEREST IN THE LODGE MARIBAYA THROUGH TRUST AS MEDIATION VARIABLE (STUDY ON INSTAGRAM USERS IN BANDUNG) Arry Widodo,Rennyta Yusiana, Fildzah Nur Aqmarina
Business Administration, Faculty of Communication and Business, University of Telkom
Abstract
The advent of the internet brings many advantages, where technology can be enjoyed by almost all communities without any limitations and difficulties. The growth of the internet to accomplish by the increasing number of users of social media and social media business. One of them is Instagram social media, where there are great opportunities in doing promotion. This study aims to determine the interest of visiting Maribaya Lodge in the city of Bandung. This research is a quantitative research. The research method used is a descriptive method - causal. The sampling technique used is nonprobability sampling with incidental sampling type. Data collection was done by distributing questionnaires to 150 respondents who are interested and know The Lodge Maribaya. Data analysis technique used is path analyst. From the result of research got a result that variable of Electronic Word of Mouth partially influences to Trust. Based on Test T Trust partially positive effect on Visiting Interest. It can be concluded that the Electronic Word of Mouth has a positive and significant impact on the Trust at The Maribaya Lodge. Trust directly influences interest in visiting The Lodge Maribaya. The indirect influence between the Electronic Word of Mouth variables on Trusted Trusted Visibility has a significant positive effect and has a large role. Electronic Word of Mouth has a significant effect on Visiting Interest at The Lodge Maribaya
Keywords: Electronic Word of Mouth, Trust, Visitor Interest.
