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All Journal Jurnal Pendidikan dan Konseling Community Development Journal: Jurnal Pengabdian Masyarakat Jurnal Syntax Transformation JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Jurnal Pengabdian Masyarakat Bidang Sosial dan Humaniora Jurnal Ilmiah Hospitality Management Malcom: Indonesian Journal of Machine Learning and Computer Science BINA CIPTA Jurnal Masyarakat Madani Indonesia Jurnal Multidisiplin West Science West Science Business and Management Jurnal Bisnis dan Manajemen West Science Jurnal Ekonomi dan Kewirausahaan West Science West Science Interdisciplinary Studies West Science Social and Humanities Studies Science Information System and Technology Jurnal Pengabdian Masyarakat dan Riset Pendidikan Journal of Social Service and Empowerment
I Wayan Adi Pratama
Politeknik Internasional Bali
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Public Health Social Sciences Other

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Journal : Jurnal Bisnis dan Manajemen West Science

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Dampak Pemasaran Influencer, Interaksi Pelanggan, dan Iklan Digital terhadap Citra Merek di Industri Pariwisata Bali I Wayan Adi Pratama
Jurnal Bisnis dan Manajemen West Science Vol 3 No 04 (2024): Jurnal Bisnis dan Manajemen West Science
Publisher : Westscience Press

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Abstract

This study examines the impact of influencer marketing, customer interaction, and digital advertising on the brand image of Bali's tourism industry. A quantitative approach was employed, involving 190 respondents who were surveyed using a structured questionnaire. Data were analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) to evaluate the relationships between the constructs. The results reveal that influencer marketing has the strongest positive impact on brand image, followed by customer interaction and digital advertising. The combined effects of these dimensions explain 68% of the variance in brand image, highlighting the importance of an integrated digital marketing approach. These findings contribute to the literature on tourism marketing and offer practical insights for stakeholders to enhance Bali's brand image through strategic use of influencer campaigns, interactive customer engagement, and targeted digital advertisements.
Co-Authors . Syamsulbahri Afen Prana Utama Sembiring Anak Agung Nyoman Sri Wahyuni Apit Fathurohman Arif MarjukI Arnes Yuli Vandika Arvin Hardian Bambang Suharto Citrawati, Luh Putu Darmawan Listya Cahya Eva Yuniarti Utami Ganang Adityo Prakoso I Wayan Jata I Wayan Tagel Eddy Ikhlas Ramadhan Ikhlas Ramadhan Iwan Harsono Jata, I Wayan Khoiruddin Khoiruddin Kristiono, Natal Kusumarini, Indah Loso Judijanto M. Imron Mas’ud Made Darmiati Made Yudhawijaya Marmaiyatno Maswiartha, Nyoman Gede Muchlis Daroini Muhammad Ade Kurnia Harahap Ni Desak Made Santi Diwyarthi Ni Desak Made Santi Diwyarthi Nur Augus Fahmi Nyoman Gede Mas Wiartha pinaria, ni wayan chintia Rahmi Setiawati Santi Diwyarthi, Ni Desak Made Tito Irwanto Utomo, Sulistyo Budi Zulkifli Zulkifli Zunan Setiawan