Analisis Konten Social Media Instagram Dan Efektivitas Media Promosi Terhadap Brand Image Pada Hilton Bali Resort
The Influence of Instagram Social Media Content and Promotional Media Effectiveness on Brand Image at Hilton Bali Resort
DOI:
https://doi.org/10.59896/gara.v20i3.756Keywords:
Instagram Social Media Content, Promotional Media Effectiveness, Brand ImageAbstract
This study aims to analyze the influence of Instagram Social Media Content and Promotional Media Effectiveness on Brand Image at Hilton Bali Resort. In the digital era, Instagram has become an important marketing medium for the hospitality industry because it can deliver information, visuals, and interaction quickly to consumers. Attractive, informative, and consistent content can help shape positive perceptions of a brand. In addition, effective promotional media plays a role in strengthening consumer attraction and trust. This study uses a quantitative approach with a descriptive method. The population of this study consists of followers of the Instagram account @hiltonbaliresort. The sample includes 100 respondents selected using the Slovin formula. Primary data were obtained through questionnaire distribution, while secondary data were collected from literature, scientific journals, and other supporting sources. Data analysis was conducted using IBM SPSS Statistics 25, including instrument tests, classical assumption tests, multiple linear regression, t test, F test, and coefficient of determination. The results show that Instagram Social Media Content has a positive and significant effect on Brand Image. Promotional Media Effectiveness also has a positive and significant effect on Brand Image. Simultaneously, variables have a positive and significant effect on Brand Image at Hilton Bali Resort.
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