Social Media Strategy and Its Influence on Interest Digital Financial Transaction In The Tourism Business

Abstract

Business digitalization is growing rapidly and has been widely used by business people to increase customer interest in the products they offer. The impact of these conditions is sales promotions on social media and public interest in buying products/services has increased. This study aims to find out how digital marketing people's interest in using digital transactions in tourism business , and the impact of using social media marketing strategies on individual interest in online financial transactions. The approach used in this research is descriptive quantitative with survey methods and simple linear regression analysis techniques using the theory of Computer Mediated Communication (CMC) which supports of social media variables on visiting interest. The population in this study found 851,000 people who were followers of the Instagram account @explorebandung social media. By using non-probability sampling purposive sampling, the research sample obtained is 100 people. The results showed the influence of social media Instagram accounts on interest in tourist visits in Bandung. This study has successfully proven that social media strategy has an effect on people's interest transactions in tourism business.