The Influence of Social Media Marketing and Price on Purchase Intention at Resort Hotel Lembang

This study aims to analyze the effect of Social Media Marketing and room prices on booking rates at Lembang Asri Resort Hotel. This study uses a survey method by collecting data from respondents who are potential hotel guests who follow the Lembang Asri resort social media account. The collected data were analyzed using multiple regression analysis to identify the relationship between the variables studied. The results showed that Social Media Marketing (SMM) has a significant positive influence on the level of purchase intention at Lembang Asri Resort Hotel. The more active and effective the marketing efforts on social media platforms, the higher the level of repeat interest achieved by the hotel. This finding shows the importance of being present and actively interacting on social media platforms in increasing the visibility and attractiveness of hotels to potential guests. In addition, room prices also have a significant influence on the level of purchase intention in this hotel. Determining the right room price can influence purchase intention to book a room at Lembang Asri Resort Hotel.