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All Journal Escalate : Economics and Business Journal Journal of Hotel Management
Prastha Adyatma
Bali Tourism Polytechnic
Economics, Econometrics & Finance Social Sciences

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Pengaruh Social Media Marketing melalui Media Instagram terhadap Brand Equity Hotel Sthala A'Tribute Portofolio Ubud. Ni Kadek Nandita Maharani Amanda; I Gusti Agung Gede Witarsana; Prastha Adyatma
Journal of Hotel Management Vol. 3 No. 1 (2025): Journal of Hotel Management
Publisher : Program Studi Administrasi Perhotelan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52352/jhm.v1i1.1550

Abstract

The creation of a company's branding is an effort to attract the attention of potential buyers. In the current era of globalization, one of the most common marketing activities is online marketing, including through social media marketing. This research was conducted at Hotel Sthala A, Tribute Portfolio, Ubud Bali. The aim of this research is to determine the influence of Instagram social media marketing on brand equity at Hotel Sthala A, Tribute Portfolio, Ubud Bali, analyzed using the Statistical Program for Social Science (SPSS). The type of data required by the researcher is quantitative associative data. The population in this study involves active Instagram users who have followed and viewed content shared by the Hotel Sthala A, Tribute Portfolio, Ubud Bali Instagram account. The sample used in this study consists of 100 respondents who are active Instagram users who have followed and viewed content shared by the Hotel Sthala A, Tribute Portfolio, Ubud Bali Instagram account. The sampling technique used is non-probability sampling with a purposive sampling approach. The results of this study indicate that Instagram social media marketing has a positive and significant effect on brand equity at Hotel Sthala A, Tribute Portfolio, Ubud Bali.
The Influence of Room Prices on Millennials' Purchase Intention at the Intercontinental Bali Sanur Resort I Gusti Agung Ngurah Aksamalika Putra Pinatih; I Gusti Agung Gede Witarsana; Prastha Adyatma
Escalate : Economics and Business Journal Vol. 4 No. 4 (2026): Escalate : Economics and Business Journal
Publisher : Takaza Innovatix Labs Ltd.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61536/escalate.v4i4.892

Abstract

The decline in website visits, room occupancy rates, and the proportion of millennial guests at the InterContinental Bali Sanur Resort highlights the need to examine factors associated with purchase intention. This study aims to analyze the relationship between price perception and millennials’ purchase intention at the resort. A quantitative survey was conducted involving 100 millennial respondents born between 1981 and 1996 who had accessed information about the resort through Google and had never stayed there. Data were collected through questionnaires and documentation and analyzed using validity and reliability tests, classical assumption tests, simple linear regression, hypothesis testing, and the coefficient of determination. The results indicate that price perception is positively and significantly associated with purchase intention, with an unstandardized regression coefficient of 0.725, a t-value of 11.298, and a significance level of p < 0.001. The coefficient of determination (R²) of 0.566 indicates that the regression model explains 56.6% of the variation in purchase intention. These findings suggest that favorable perceptions of affordability, price competitiveness, and price suitability relative to benefits and service quality are associated with higher purchase intention among the respondents. Therefore, the resort should maintain competitive pricing and communicate the value of its products and services more effectively to prospective millennial customers.
Co-Authors I Gusti Agung Gede Witarsana I Gusti Agung Ngurah Aksamalika Putra Pinatih Ni Kadek Nandita Maharani Amanda