The Influence of Brand Image and Social Media Marketing on Product Purchase Decisions in Bamboosela Bamboo Craft MSME in Selaawi District, Garut Regency
Keywords:
Brand Image, Social Media Marketing , Purchase Decision, MSME BambooSela.Abstract
This research is motivated by the increasing competition of tourist destinations in Garut Regency which requires tourism managers to improve service quality and maximize digital promotion through Instagram social media to increase tourist satisfaction. Tepas Papandayan Agrotourism has great potential for natural and educational tourism, but still faces problems related to service consistency and the effectiveness of Instagram promotions in conveying information to tourists. This study aims to analyze the effect of service quality and Instagram promotions on tourist satisfaction, both partially and simultaneously. The method used is a quantitative method with a descriptive and verification approach, with data collection techniques through questionnaires distributed to tourists. Data were analyzed using validity tests, reliability tests, classical assumption tests, and multiple linear regression analysis with t-tests and F-tests. The results show that service quality and Instagram promotions have a positive and significant effect on tourist satisfaction at Tepas Papandayan Agrotourism in Garut Regency.
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