Analisis Pengaruh Visibility Credibility Attraction Power Celebrity Endorsment Terhadap Minat Kunjungan Tamu di Hotel Four Points by Sheraton Manado

Abstract

Penelitian membahas tentang pengaruh promosi yang dilakukan oleh selebgram Anggia Kloer dalam mempromosikan fasiltas dan event – event yang akan diadakan melalui selebgram dengan maksud meningkatkan kepercayaan konsumen di Manado agar dapat dikenal oleh banyak orang. Tujuan dari penelitian ini untuk mengetahui apakah visibility, credibility, attraction, power berpengaruh positif dan signifikan terhadap minat kunjungan tamu di hotel Four Points by Sheraton Manado. Populasi dalam penelitian ini adalah tamu yang pernah menginap di Four Points By Sheraton Manado, mempunyai instagram dan mengikuti Anggia Kloer di instagram. Sampel Penelitian ini berjumlah 40 orang. Data penelitian ini diperoleh dengan menyebarakan kuesioner secara online menggunakan Google Form kepada responden. Teknik analisis statik yang digunakan adalah regresi linier berganda, uji validitas, uji reliabiltas, uji t, dan uji f. Berdasarkan hasil Visibility, credibility, attraction dan power selebgram secara parsial berpengaruh positif dan signifikan terhadap minat kunjungan di Hotel Four Point by Sheraton Manado. Visibility, credibility, attraction dan power selebgram secara simultan berpengaruh positif dan signifikan terhadap minat kunjungan di Hotel Four Point by Sheraton Manado.

The study discusses the influence of promotions carried out by selebgram Anggia Kloer inpromoting facilities and events that will be held through the program with selebgram of increasing consumer confidence in Manado so that it can be known by many people. The purpose of this study was to determine whether visibility, credibility, attraction, power had a positive and significant effect on the interest of visiting guests at the Four Points by Sheraton Manado hotel. The population in this study are guests who have stayed at Four Points by Sheraton Manado, have Instagram and follow Anggia Kloer on Instagram. The sample of this study amounted to 40 people. The research data was obtained by distributing online questionnaires using Google Form to respondents. Static analysis techniques used are multiple linear regression, validity test, reliability test, t test, and f test. Based on the results of Visibility, credibility, attraction and power of the program, partially positive and significant effect on interest in visiting the Four Point Hotel by Sheraton Manado. Visibility, credibility, attraction and power of the program simultaneously have a positive and significant effect on interest in visiting the Four Point Hotel by Sheraton Manado.