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ABSTRACT:

This research studies the impact of Instagram Promotion on Purchase Intention at The Langham Jakarta, the inaugural Southeast Asian business hotel branch in SCBD. Strategically positioned in Jakarta's bustling business district, it faces competition from established hotels like Ritz-Carlton Pacific Place, Raffles, Four Seasons, Park Hyatt, and St. Regis. This research aims to identify how the local market perceives The Langham Jakarta as a viable hotel option by examining the impact of their Instagram Promotion activities on consumers’ purchase intention. This study uses an extensive approach to examine how consumers responded to The Langham Jakarta's Instagram promotion efforts to determine whether these efforts affected consumers' intentions to make a purchase. This study aims to offer important insights into the efficacy of Instagram promotion as a marketing technique for hotels entering established areas through data analysis and interpretation. The research’s purpose is to further our knowledge of consumer behaviour and marketing tactics in the hospitality sector, providing hotels looking to improve their competitive position with practical advice. The results from the hypothesis testing phase show that Instagram Promotion has a positive and significant impact on Purchase Intention. The next researcher should examine and add a broader range of variables to discover how they impact consumers' purchasing decisions.

KEYWORDS:

Instagram, Promotion, Purchase Intention, Hotel

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