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Abstract

This study aims to examine the effect of Meta Ads on the purchase intention of domestic guests when booking rooms at Hilton Bali Resort. A quantitative approach was employed using a convenience sampling technique involving 100 respondents who had previously seen Hilton Bali Resort advertisements on Facebook or Instagram. Data were collected through a Likert-scale questionnaire and analyzed using descriptive statistics, validity and reliability tests, normality testing, simple linear regression, the t-test, and the coefficient of determination (R²). The results indicate that Meta Ads have a positive and significant effect on domestic guests' purchase intention. The coefficient of determination (R²) of 0.443 shows that Meta Ads explain 44,3% of the variation in purchase intention, while the remaining 55,7% is influenced by factors beyond the research model. In addition, respondents perceived the Meta Ads as informative, engaging, and credible, encouraging them to seek further information through the hotel's official website. The novelty of this study lies in investigating Meta Ads as the sole independent variable affecting purchase intention in the hospitality industry by utilizing actual data on Meta Ads campaign performance and audience demographics at Hilton Bali Resort as the basis for the research phenomenon.

Keywords

Digital Marketing Hospitality Meta Ads Purchase Intention Room Reservation

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How to Cite
Indrayana, I. G., Pitranati, P. D. S., & Loanata, C. P. (2026). The Influence of Meta Ads on Domestic Guest Purchase Intention in Room Booking at Hilton Bali Resort. Golden Ratio of Mapping Idea and Literature Format, 6(4), 2179–2736. https://doi.org/10.52970/grmilf.v6i4.2581
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