Thesis

The Impact of Social Media Marketing Factors on The Tourism Business of Women Entrepreneurs in Bali, Indonesia

---

Social media has become a widespread tool for businesses, offering an affordable and
accessible digital platform. Particularly for small businesses facing budget constraints, limited
expertise, and competition from larger companies, social media provides an opportunity to
overcome these challenges. On the other hand, the growth of the tourism industry in Bali has
led to increased participation of women entrepreneurs who establish businesses based on
personal experiences. Social media marketing can be utilized by these women entrepreneurs to
boost business performance by raising product or service awareness, generating interest among
the target market, and fostering consumer loyalty. This study adopts a quantitative research
approach, employing non-probabilistic sampling through simple random sampling. The sample
comprises tourism business owners located in Bali who have previously utilized social media
marketing. The respondent of this study is 175 respondents. The collected data was analyzed
with descriptive statistical analysis using IBM SPSS statistic version 25. The results indicate
that content sharing has a significant influence on the sales performance of a tourism business.
Besides that, the findings highlight the importance of implementing a strong customer
relationship management approach. This approach focuses on building and maintaining
positive relationships with customers, which can contribute to improved sales outcomes.

---

Availability

Detail Information

Series Title

-

Call Number

BE 23-004

Publisher

i3L, Jakarta : i3L, Jakarta., 2023

Collation

-

Language

English

ISBN/ISSN

-

Classification

NONE

Content Type

-

Media Type

-

Carrier Type

-

Edition

-

Subject(s)

Social Media Marketing
Women Entrepreneurs
Tourism Business
Bali

Specific Detail Info

-

Statement of Responsibility

-

Other version/related

File Attachment

Comments

---

You must be logged in to post a comment