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Abstract

This research is conducted to analyze if influencer credibility and the attractiveness of Instagram influencer content affect millennials’ intention to stay at The Sunan Hotel Solo. The rapid development of social media, especially Instagram, is utilized as a communication platform and utilized as a digital promotional medium that encourages the hospitality industry to implement influencer marketing strategies through Instagram as well. A quantitive approach was used in this research. The researcher collected responses from 80 millennial respondents who actively use Instagram and have seen influencer content related to The Sunan Hotel Solo. The data were analyzed using multiple linear regression analysis with SPSS Software. This study result showed  influencer credibility did not significantly affect millenials’ intention to stay at The Sunan Hotel Solo, while the attractiveness of Instagram influencer content positively and significantly effected millennials’ intention to stay at The Sunan Hotel Solo. The findings also indicate that millennials more attracted to visual quality, creativity, content relevance rather than solely relying on influencer credibility itself.

Keywords

Content; Influencer, Instagram, Intention to Stay, Millennials.

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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

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