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All Journal Jurnal Pengembangan Teknologi Informasi dan Ilmu Komputer Pusaka : Journal of Tourism, Hospitality, Travel and Business Event Journal of Multidisciplinary Sustainability Asean Oikonomia : Journal of Management Economics and Accounting NETIZEN (JOURNAL OF SOCIETY AND BUSSINESS) Journal Emerging Technologies in Education Journal of Social Science Utilizing Technology Ganec Swara
Ngr. Putu Raka Novandra Asta
Politeknik Negeri Bali
Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Languange, Linguistic, Communication & Media Library & Information Science Other

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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 I Putu Ananda Ari Tama; I Gusti Ketut Gede; Ngr. Putu Raka Novandra Asta
Ganec Swara Vol. 20 No. 3 (2026): September 2026
Publisher : Yayasan Al-Amin Qalbu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59896/gara.v20i3.756

Abstract

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.
Co-Authors Ardina, Cening ari kusyanti Aribowo Aribowo Aribowo Aribowo Azamat Nazarov Bedra, Kddour Guettaoi I Gusti Ketut Gede I Nyoman Gede Arya Astawa I Putu Ananda Ari Tama I Putu Astawa I Wayan Wirga Joao Silva Kanti Aldino Hadi Kasyful Amron Kddour Guettaoi Bedra Khan, Mariam Mariam Khan Memed Saputra Najmuddin Najmuddin Najmuddin, Najmuddin Nguyen Minh Tu Ni Made Ayu Wahyuni Pahmi Pahmi Pahmi Pahmi Ramadhani Kirana Putra Rizalfi, Vinto Rohmat Sahirin Sahirin, Rohmat samsidar Saputra, Memed Setiawan Setiawan Setiawan Setiawan Sun Wei Sun Wei Tu, Nguyen Minh Vinto Rizalfi