A Online Purchase Decision for Tourism : How do Social Media Marketing and Artificial Intelligence Impact it?
Online Purchase Decision for Tourism : How do Social Media Marketing and Artificial Intelligence Impact it?
DOI:
https://doi.org/10.59247/bim.v2i1.222Keywords:
Purchase Decision, Sosial media maketing, Artificial Intelligence, Tourism, Online PurchaseAbstract
This research explores the impact of social media marketing and artificial intelligence (AI) on online purchasing decisions in the tourism sector. This study identifies the strategic role of social media in building brand awareness, consumer interaction, and dissemination of information that influences tourist perceptions and preferences. AI, through big data analysis and personalization, improves user experience by providing relevant recommendations and customized offers. This research uses a quantitative approach by collecting data through questionnaires distributed to tourists who have visited tourism in Yogyakarta. The analysis results show that marketing via social media significantly influences consumer interest and trust, while AI contributes to increasing customer satisfaction through more responsive and targeted services. These findings emphasize the importance of integrating social media marketing strategies with AI technology to improve online purchasing decisions in the tourism industry. The practical implication is that industry players must optimize the use of social media and AI to strengthen competitiveness and meet consumer needs more effectively.
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