The Role of Social Media as a Promotion and Marketing Tool and Its Impact on Revenue Levels at Hotel Matahari Tulamben Resort

Abstract

Marketing through social media is one of the most popular forms of marketing in the current era of technological development. Digital media has rapidly developed and become a large market for every business. Various applications have emerged and become popular among the public. Even the community is more inclined to seek information through social media such as Instagram, Facebook, and YouTube as a reference for a product. Social media marketing can be said to be limitless marketing because all kinds of products can be promoted through social media. The purpose of this research is to determine the role of social media as a promotional tool in marketing and its impact on the revenue levels at Hotel Matahari Tulamben Resort. The method used in this research is the Quantitative Method with data and information sources provided by Hotel Matahari Tulamben Resort. Secondary data sources obtained from Hotel Matahari Tulamben Resort include tables, graphs, and social media posts belonging to Hotel Matahari Tulamben Resort. The results of this study indicate that the role of social media as a promotional and marketing tool and its impact on the revenue levels at Hotel Matahari Tulamben Resort significantly affect the revenue. This is shown by the correlation coefficient test result of 100%, and partially, the relationship between the independent variable (X), which is orders from social media promotions, and the dependent variable (Y), which is revenue, ia also significant.