The Effect of Promotion Through Social Media TikTok on Interest in Staying at Pangeran Beach Hotel Padang

Technological progress and breakthroughs are evident across various facets of human existence, with the swift development of the internet captivating global attention and integrating seamlessly into the fabric of modern daily life. and as many as 160 million people use social media this is the basis for a promising market for social media industry players, such as the tik tok application. The Tik Tok application in the 2023 year is the 1 of 4 most used social media platform in Indonesia, because people in Indonesia must know this application and some become its users. TikTok users range from children, adolescents, to adults. The purpose of this study was to examine the effect of promotion through social media TikTok on interest in staying at Pangeran Beach Hotel Padang. The study used a quantitative with a causal associative approach. The data was obtained by distributing questionnaires online through TikTok users who follow akun TikTok Pangeran Beach Hotel Padang. So that as many as 240 people were obtained, with a Likert scale. The data analysis technique used the Partial Least Square Structural Equation Modeling. The results found promotion through social media influenced TikTok account user intereset in Staying at Pangeran Beach Hotel Padang. This study concluded that when promoting using TikTok social media with clear and easy to understand context and meaning, customers increase their desire to stay at that place.