PENGARUH KONTEN INSTAGRAM DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK WISATA PADA MASDI TOUR TRAVEL

Indriani, febi (2026) PENGARUH KONTEN INSTAGRAM DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK WISATA PADA MASDI TOUR TRAVEL. Diploma thesis, POLITEKNIK NEGERI SRIWIJAYA.

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Abstract

This study aims to determine the influence of Instagram content and brand image on the purchase decision of tourism products on Masdi Tour Travel. The research is motivated by the increasing use of Instagram as a digital marketing medium in the tourism industry. Attractive content and a positive brand image are believed to be able to influence consumer perceptions and decisions in owning tourism products. This study uses a quantitative method with a descriptive and verifiable approach. The research population amounted to 2,563 Masdi Tour Travel consumers for the 2022-2025 period. A sample of 148 respondents was determined using the Slovin formula with purposive sampling technique. Data collection was carried out through questionnaires and analyzed using multiple linear regression with the help of SPSS version 22. The results of the study show that Instagram content and brand image have a positive and significant effect on purchase decisions, both partially and simultaneously. These findings show that the better the quality of Instagram content and the more positive the company's brand image, the higher the consumer purchase decision for Masdi Tour Travel tourism products. Keywords: Instagram Content, Brand Image, Purchase Decisions, Travel Products.

Item Type:	Thesis (Diploma)
Uncontrolled Keywords:	Instagram Content, Brand Image, Purchase Decisions, Travel Products.
Subjects:	P Language and Literature > PE English
Divisions:	English > Undergraduate Theses
Depositing User:	Pustaka Bahasa
Date Deposited:	21 Sep 2026 06:38
Last Modified:	21 Sep 2026 06:38
URI:	http://eprints.polsri.ac.id/id/eprint/25229

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