Pengaruh Konten Instagram dan Influencer Marketing Terhadap Brand Image Hotel Luxury Wellness di Bali
The Effect of Instagram Content and Influencer Marketing on the Brand Image of a Luxury Wellness Hotel in Bali
DOI:
https://doi.org/10.59896/gara.v20i3.755Keywords:
brand image, influencer marketing, Instagram, luxury hotel, social mediaAbstract
The fast-paced evolution of digital technology has prompted the high-end hotel sector to prioritise influencer marketing and Instagram as key tactics for establishing a reputation for their brands. The purpose of this research is to examine how a Bali resort hotel that specialises in wellness and sustainability has used Instagram and influencer marketing to shape public perception of its brand. Statistical methods based on multiple linear regression analysis were used. A total of 110 people who regularly follow the hotel's official Instagram account were surveyed using a purposive sampling technique. The findings show that Instagram posts have a partial positive and significant impact on brand perception (t = 4.573; β = 0.249), influencer marketing has a partial positive and significant impact on brand perception (t = 6.538; β = 0.424), and when both variables are considered together, they have a positive and significant impact on brand perception (F = 86.333; Adjusted R² = 0.610). Influencer marketing is identified as the more dominant variable in shaping hotel brand image compared to Instagram social media content.
References
Cascio Rizzo, G. L., Berger, J., De Angelis, M., & Pozharliev, R. (2023). How Sensory Language Shapes Influencer’s Impact. Journal of Consumer Research, 50(4), 810–825. https://doi.org/10.1093/jcr/ucad017
Chaffey, D., & Chadwick, F. (2022). Digital Marketing: Strategy, Implementation and Practice (8th ed.). Harlow: Pearson Education Limited.
Fajri, M., & Ferdian, F. (2024). Pengaruh Pemasaran Media Sosial Instagram Terhadap Booking Intention Dengan Brand Image Sebagai Variabel Intervening di Harris Resort Barelang Batam. NAWASENA : Jurnal Ilmiah Pariwisata, 3(2), 126–134. https://doi.org/10.56910/nawasena.v3i2.1684
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Multivariate Data Analysis: Pearson New International Edition (7th ed.). Harlow: Pearson Education Limited.
Hudders, L., & Lou, C. (2022). A new era of influencer marketing: Lessons from Recent Inquires and Thoughts on Future Directions. International Journal of Advertising, 41(1), 1–5. https://doi.org/10.1080/02650487.2022.2031729
Keller, K. L., & Swaminathan, V. (2020). Strategic brand management : Building, Measuring, and Managing Brand Equity. Pearson Education Limited.
Marques, I. R., Casais, B., & Camilleri, M. A. (2021). The Effect of Macrocelebrity and Microinfluencer Endorsements on Consumer–brand Engagement in Instagram. In Strategic Corporate Communication in the Digital Age (pp. 131–143). Emerald Publishing Limited. https://doi.org/10.1108/978-1-80071-264-520211008
Mawarda, A., & Firmansyah, F. (2024). Pengaruh Content Marketing dan Influencer Marketing Terhadap Keputusan Pembelian dengan Brand Image Sebagai Variabel Mediasi: Studi pada Pembelian Produk Luxcrime di Kota Malang. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 6(5). https://doi.org/10.47467/alkharaj.v6i5.2525
Pantouw, D. T. V., & Kurnia, K. (2022). Pengaruh Influencer Media Sosial terhadap Brand Image Erigo. Inter Script : Journal of Creative Communication, 4(2), 68. https://doi.org/10.33376/is.v4i2.1648
Putri, N., Wulandani, N., Damayanti, L., & Lukitasari, R. (2023). Pengaruh Media Sosial Instagram dalam Membentuk Brand Image Bvlgari Resort Bali. INSPIRE : Journal of Culinary, Hospitality, Digital & Creative Arts and Event,.
Singh, R., Kumari, R., & Kumari, V. (2025). Instagram Social Media Marketing Activities (SMMAs) and Their Impact on Customer-Based Brand Equity Dimensions. Academy of Marketing Studies Journal, 29(6).
Vanian, J. (2024, September 24). Instagram Now Has 3 Billion Monthly Active Users. CNBC. https://www.cnbc.com/2025/09/24/instagram-now-has-3-billion-monthly-active-users.html
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Anak Agung Istri Febrania Dwi Putri Netera, Ni Kadek Dessy Hariyanti, Putu Sandra Putri Astariani
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
