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All Journal INFORMASI Journal of Applied Finance & Accounting CommIT (Communication & Information Technology) Jurnal Kajian Komunikasi Sinkron : Jurnal dan Penelitian Teknik Informatika Jurnal Maneksi (Management Ekonomi Dan Akuntansi) Asia-Pacific Management and Business Application Primanomics : Jurnal Ekonomi & Bisnis DIJB (Diponegoro International Journal of Business) Jurnal Riset Inspirasi Manajemen dan Kewirausahaan GANEC SWARA eCo-Buss Jurnal Ilmiah Manajemen Kesatuan ANALISIS - SCIENTIFIC JOURNAL OF ECONOMICS, MANAGEMENT, BUSINESS, AND ACCOUNTING Jurnal Altifani Penelitian dan Pengabdian kepada Masyarakat Parta: Jurnal Pengabdian Kepada Masyarakat Jurnal Media dan Teknologi Pendidikan Journal of Applied Sciences in Travel and Hospitality Jurnal Bisnis dan Kewirausahaan Journal of Creative Student Research Journal of Management and Creative Business Jurnal Riset Manajemen dan Ekonomi Journal of Mandalika Literature Mediator: Jurnal Komunikasi Review of Management, Accounting, and Business Studies Kajian Pendidikan, Seni, Budaya, Sosial dan Lingkungan Jurnal Ekonomi, Manajemen, Akuntansi Proceeding Maritime Business Management Conference Proceedings International Conference on Marine Tourism and Hospitality Studies NETIZEN (JOURNAL OF SOCIETY AND BUSSINESS) Ganec Swara
Upayana Wiguna Eka Saputra
Politeknik Negeri Bali
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Journal : proceeding maritime business management conference

 1 
ANALISIS SOCIAL MEDIA MARKETING DAN BRAND IMAGE TERHADAP CUSTOMER RESPONSE (STUDI KASUS PADA UMANA BALI, LXR HOTELS AND RESORTS PASCA REBRANDING) Made Ayu Jayanti Prita Utami; Putu Wira Widiantara; Upayana Wiguna Eka Saputra
Proceeding Maritime Business Management Conference MBMC: Proceeding Maritime Business Management Conference 2024
Publisher : Program Studi D4-Manajemen Bisnis, Jurusan Teknik Bangunan Kapal, Politeknik Perkapalan Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33863/mbmc.v3i1.3231

Abstract

This study aims to analyze the influence of Social Media Marketing and Brand Image on Customer Response at Umana Bali, LXR Hotels and Resorts, following their rebranding. The research method used is a quantitative approach with a descriptive causal research type. Data were collected through questionnaires distributed to customers who follow Umana Bali’s Instagram accounts. The findings reveal that Social Media Marketing and Brand Image have a significant impact on Customer Response. Multiple linear regression analysis shows that these two variables simultaneously contribute significantly to the variability of Customer Response. These findings emphasize the importance of social media marketing strategies and brand image management in creating a positive customer experience. This study provides practical insights for the hospitality industry, particularly Umana Bali, to continuously optimize digital marketing strategies and strengthen brand image to enhance customer loyalty and purchase intent. Suggestions for future research include exploring new social media platforms and conducting comparative studies with other companies to examine broader effectiveness.
Co-Authors Agung Weda Anak Agung Ayu Mirah Kencanawati Anak Agung Ayu Mirah Kencanawati Anak Agung Raka Sitawati Andriani, Wahyu Bonneau, Marie Christine Dananjaya, Ida Bagus Dola Destiya Ripana Dwi Cahaya Putra Kadek Eldian Rinaldi Eldian RINALDI Eldian Rinaldi Elfarosa, Ketut Vini FAKRUROZI, RIFQI NUR Fauziah, Laily Galang Marhaenisme Gede Pradiva Adiningrat Gede Sedana Wibawa Yasa Gede Sedana Wibawa Yasa Gede Sri Darma Geraldine, Putu Prita Pramesti I Gede Adhi Prasetya Bandem I Gusti Ayu Astri Pramitari I Gusti Ayu Kade Santika Dwi Antari I Gusti Ngurah Sanjaya I Ketut Yasa I Made Sarjana I Made Widiantara I Putu Okta Priyana I Putu Okta Priyana I Putu Yoga Laksana I Wayan Andre Winata I Wayan Edi Arsawan I Wayan Wirga Ida Ayu Putri Widiasuari Riyasa IDA BAGUS DANANJAYA Ida Bagus Gede Dananjaya Ida Bagus Gede Dananjaya Ida Bagus Sanjaya Ida Nyoman Basmantra Kadek Dwi Cahaya Putra Kasiani Kasiani KATARINA PINGKAN Ketut Vini Elfarosa Ketut Vini Elfarosa Ketut Vini ELFAROSA Laily Fauziah Leni Anggraini Susanti Lianda Ayu Puspita Ni Putu Lily Marheni Luh Kemala Putri WIDHIARI Made Ayu Jayanti Prita Utami Made Ayu Jayanti Prita Utami Majid Wajdi Meliani Andari Ni Luh Made Wijayati Ni Made Dian Revalia Sasmitha Ni Made Dwi Anjani Ni Putu Ayu Vena Aryanthi Ni Putu Devi Antari Ni Putu Maha Lina Ni Putu Rita Sintadevi Ni Putu Rita Sintadevi Nurfakhrurozi, Rifqi Nurfakih, Shafa Ajeng Wulandari Nyoman Indah Kusuma Dewi Oka Wisnawa I Putu Pande Putu Raditya Putra Yudistira, Cokorda Gede Putu Adi Suprapto Putu Wira Widiantara Rahmanu, I Wayan Eka Dian Rangkuti, Agus Edy Reyes, Alma Pia Garcia Rifqi Nurfakhrurozi Sagung Mas Suryaniadi Sedana Wibawa Sedana Wibawa Yasa Gede Sitawati, Anak Agung Raka Subagiana, IGM Sumetri, Ni Wayan Vini Elfarosa Waelan Waelan, Waelan Wattanametha, Phussadee Wayan Hesadijaya Utthavi Widiantara, I Made Yovita Helena Junjanto