Impact of Instagram visual content on eWOM for Sharia hotels in Indonesia
-
DOIhttp://dx.doi.org/10.21511/im.20(4).2024.05
-
Article InfoVolume 20 2024, Issue #4, pp. 52-61
- 33 Views
-
3 Downloads
This work is licensed under a
Creative Commons Attribution 4.0 International License
The primary aim of this research is to investigate the effects of Advertisement Presentation of Contents (APC) and Advertisement Visual Types (AVT) on the eWOM of Sharia hotels. A quantitative approach was utilized, analyzing 202 Instagram posts from five Indonesian Sharia hotels between June and November 2023. The methodology involved the Structural Equation Modeling (SEM) with Partial Least Squares (PLS) analysis using Smart PLS software. The results revealed that visual content types, such as photos, videos, and reels, significantly enhance consumer attraction, with a path coefficient of 0.372 and a p-value of 0.000, indicating a strong positive influence. In contrast, hashtags and links showed no significant effect, with a path coefficient of -0.838 and a p-value of 0.000. The R-squared adjusted value of 0.208 indicates that the independent variables explain 20% of the variance in the dependent variable. The AVT’s influence on eWOM is at a high level (f-squared = 0.042). These findings suggest that Sharia hotels should prioritize creating high-quality visual content to enhance their social media marketing strategies. The study concludes that effective visual content on Instagram can enhance eWOM and improve consumer perceptions of Sharia hotels, enabling them to compete with conventional hotels. These findings provide valuable insights for Sharia hotel marketers to optimize their social media strategies, emphasizing the importance of visual content over textual elements like hashtags and links.
- Keywords
-
JEL Classification (Paper profile tab)M31, M37, L83
-
References38
-
Tables6
-
Figures2
-
- Figure 1. Research model
- Figure 2. Coefficient results
-
- Table 1. Variable measurement
- Table 2. Sharia hotel profile
- Table 3. Reliability and validity of the variable
- Table 4. Discriminant validity
- Table 5. R-squared value
- Table 6. Hypothesis testing
-
- Agustine, M., & Prasetyawati, Y. R. (2020). The influence of Instagram information quality and electronic word of mouth on the image of dapurfit. PRofesi Humas Jurnal Ilmiah Ilmu Hubungan Masyarakat [Public Relations Profession Scientific Journal of Public Relations Science], 5(1), 82.
- Aksoy, H., & Abdulfatai, O. Y. (2019). Exploring the impact of religiousness and cultureon luxury fashion goodspurchasing intention: A behavioural study on Nigerian Muslim consumers. Journal of Islamic Marketing, 10(3), 768-789.
- Alam, A., Mellinia, R., Ratnasari, R. T., & Ma’aruf, A. (2023). A systematic review of halal hotels: A word cloud and thematic analysis of articles from the Scopus database. International Journal of Advanced and Applied Sciences, 10(8), 166-175.
- Alam, A., Ratnasari, R. T., Al Hakim, M. H., Mutmainah, S., & Mufidah, A. (2024). Comparative netnographic analysis of sharia hotel visitor reviews between tripadvisor and google review. Multidisciplinary Reviews, 7(7).
- Alam, A., Sukmana, R., Ratnasari, R. T., Arfiatin, I., & Mellinia, R. (2023). Exploring the spiritual and experiential dimensions of Sharia-compliant hotels in Indonesian halal tourism: A netnographic analysis of TripAdvisor reviews. International Journal of Advanced and Applied Sciences, 10(10), 121-131.
- Amalia, F. A., Sosianika, A., & Suhartanto, D. (2020). Indonesian Millennials’ Halal food purchasing: merely a habit? British Food Journal, 122(4), 1185-1198.
- Arora, A. S., & Sanni, S. A. (2018). Ten Years of ‘ Social Media Marketing ’ Research in the Journal of Promotion Management : Research Synthesis, Emerging Themes , and New Directions. Journal of Promotion Management, 25(4), 476-499.
- Basalamah, A. (2011). The Presence of Sharia Packaging in the Hospitality Business in Indonesia. Binus Business Review, 2(2), 763-769.
- Chin, W. W. (1998). Issues and Opinion on Structural Equation Modeling. MIS Quaterly, 22(1), 7-16.
- Coyle, J. R., & Thorson, E. (2001). The Effects of Progressive Levels of Interactivity and Vividness in Web Marketing Sites. Journal of Advertising, 30(3), 65-77.
- Fitriani, H. (2018). Proyeksi Potensi Pengembangan Pariwisata Perhotelan Dengan Konsep Syariah [Projection of Potential Development of Hotel Tourism with Sharia Concept]. Muslim Heritage, 3(1), 45.
- Gao, X., Kim, S. Y., Kim, D. Y., & Lee. (2019). The Effects of Social Media Advertising on Social Search in China : Evidence from Luxury Brand The Effects of Social Media Advertising on Social Search in China : Evidence from Luxury Brand. Asia Marketing Journal, 21(3), 65-82.
- Hakim, L., Rahayu, I. P., Yayuli, Y., & El Ashfahany, A. (2023). An Empirical Study on The Influence of Purchase Intention of Generation Z on Muslim Fashion. Journal of System and Management Sciences, 13(4), 601-614.
- Harahap, L. R., Anggraini, R., Ellys, E., & Effendy, R. Y. (2021). Financial Ratio Analysis of Company Performance of PT Eastparc Hotel, Tbk (Early Period of Covid-19 Pandemic). COMPETITIVE Jurnal Akuntansi Dan Keuangan [COMPETITIVE Journal of Accounting and Finance], 5(1), 57.
- Hidayat, R., Samsudin, A., Fatmawati, A., Firdausi, A., Irawan, D. A., Gifani, J. A., & Putri, N. H. A. (2023). Analysis of the Influence of Advertising Attraction on Instagram Social Media on Hotel Selection Decisions. El-Mujtama: Jurnal Pengabdian Masyarakat [El-Mujtama: Journal of Community Service], 3(2), 618-625.
- Indika, D. R., & Jovita, C. (2017). Instagram Social Media as a Promotional Tool to Increase Consumer Buying Interest. Jurnal Bisnis Terapan [Applied Business Journal], 1(01), 25-32.
- Indriastuti, W. A., Wigati, E., Wahyuningsih, T., & Muthoifin, M. (2022). The Effect of Diversity of Halal Food Products and Promotion on the Interest of Tourists. Profetika: Jurnal Studi Islam [Prophetica: Journal of Islamic Studies], 23(2), 305-320.
- Irawan, M. R. N. (2019). Application of Balance Scorecard as a Benchmark for Performance Measurement at the Elresas Lamongan Hotel. Jurnal Penelitian Ilmu Manajemen [Journal of Management Science Research], 4(3), 1069-1084.
- Khalim, A., & Hardiyansyah, Y. (2021). Analisa Pengaruh Ewom Instagram terhadap Keputusan Kunjungan Wisata pada Odtw di Kota Cirebon [Analysis of the Influence of Instagram EWOM on Tourist Visit Decisions at ODTW in Cirebon City]. Jurnal Inovasi Penelitian [Journal of Research Innovation], 2(6), 1813-1820.
- Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity ? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480-1486.
- Kudeshia, C., & Kumar, A. (2017). Social eWOM: does it affect the brand attitude and purchase intention of brands? Management Research Review, 40(3), 310-330.
- Marie, A. L., & Widodo, R. E. (2019). Pengaruh Ulasan Online Terhadap Minat Pemesanan Hotel Pada Pengguna Traveloka [The Influence of Online Reviews on Online Hotel Booking Intentions, Case Study on Traveloka]. Jurnal Ilmiah Pariwisata [Scientific Journal of Tourism], 24(3), 194-207.
- Mujib, A. (2016). Analisis terhadap Konsep Syariah pada Industri Perhotelan di Indonesia [Analysis of the Sharia Concept in the Hospitality Industry in Indonesia]. Asy-Syir’ah Jurnal Ilmu Syari’ah Dan Hukum [Syir’ah Journal of Sharia and Legal Sciences], 50(2), 425-447.
- Muthoifin. (2019). Shariah hotel and mission religion in surakarta indonesia. Humanities and Social Sciences Reviews, 7(4), 973-979.
- Nugraha, N., Kamio, K., & Gunawan, D. S. (2021). Factors Causing Foreign Debt and Its Impact on Indonesia’s Economic Growth. Jurnal Ilmiah Universitas Batanghari Jambi [Scientific Journal of Batanghari University, Jambi], 21(1), 21-26.
- Panggi, F., Amin, H., & Shaikh, I. M. (2022). Determinants of millennials’ acceptance towards tawarruq home financing in Sandakan, Sabah, Malaysia. International Journal of Housing Markets and Analysis, 17(2), 539-559.
- Ramadhani, S. A., & Mochklas, M. (2019). Effect Of Destination Image And Subjective Norm On The Intention To Visit Lombok Island Indonesia As The Best World Halal Tourism Destionation. Muhammadiyah International Journal of Economics and Business, 2(2), 161-169.
- Samori, Z., & Rahman, F. A. (2013). Establishing Shariah Compliant Hotels in Malaysia: Identifying Opportunities, Exploring Challenges. West East Journal of Social Sciences, 2(2), 95-108.
- Senecal, S., & Nantel, J. (2004). The influence of online product recommendations on consumers’ online choices. Journal of Retailing, 80(2), 159-169.
- Setiawan, S. (2018). Determinan Penentu Pertumbuhan Dana Pihak Ketiga Perbankan Syariah Di Indonesia [Determinants of Third Party Fund Growth in Islamic Banking in Indonesia]. Jurnal MAPS (Manajemen Dan Perbankan Syariah) [MAPS Journal (Islamic Management and Banking)], 1(2), 1-9.
- Susilawati, C. (2023). Identification and Efectiveness of Halal Tourism Laws in Indonesia. Journal of Islamic Economic Laws, 6(2), 110-132.
- Syafuddin, K., & Mahfiroh, N. (2020). Commodification of Islamic Values in Muslim Fashion on Instagram. Profetika: Jurnal Studi Islam [Prophetica: Journal of Islamic Studies], 21(1), 8-16.
- Syahriza, R. (2014). Pariwisata Berbasis Syariah (Telaah Makna Kata Sara dan Derivasinya dalam al-Qur’an) [Sharia-Based Tourism (Examining the Meaning of the Word Sara and its Derivations in the Qur’an)]. Human Falah: Jurnal Ekonomi Dan Bisnis Islam [Human Falah: Journal of Islamic Economics and Business], 1(2), 135-145.
- Teo, L. X., Leng, H. K., & Phua, Y. X. P. (2019). Marketing on Instagram: Social influence and image quality on perception of quality and purchase intention. International Journal of Sports Marketing and Sponsorship, 20(2), 321-332.
- Triansyah, F. A., Gunawan, A., & Ramadhaniyati, R. (2023). Factors of Indonesia Economic Growth (2017-2022). Jurnal Pendidikan Ekonomi Dan Bisnis (JPEB) [Journal of Economics and Business Education (JPEB)], 11(01), 51-65.
- Warto, W., & Samsuri, S. (2020). Sertifikasi Halal dan Implikasinya Bagi Bisnis Produk Halal di Indonesia. Al Maal: Journal of Islamic Economics and Banking, 2(1), 98.
- Wong, K. K. (2011). Book Review : Handbook of Partial Least Squares : Concepts , Methods and Applications. International Journal of Business Science and Applied Management, 6(2), 53-54.
- World Population Review. (2022). Muslim Population by Country 2022.