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All Journal Formosa Journal of Applied Sciences (FJAS) Indonesian Journal of Interdisciplinary Research in Science and Technology (MARCOPOLO)
Sugiarta, Komang Rikha
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Humanities Civil Engineering, Building, Construction & Architecture Control & Systems Engineering Decision Sciences, Operations Research & Management Education Engineering Social Sciences

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The Influence of TripAdvisor Reviews and Social Media Marketing Through Instagram on Brand Image at InterContinental Bali Sanur Resort Sugiarta, Komang Rikha
Formosa Journal of Applied Sciences Vol. 3 No. 9 (2024): September 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/fjas.v3i9.11265

Abstract

The objective of this research is to understand how the brand image of InterContinental Bali Sanur Resort is influenced by TripAdvisor reviews and Instagram social media marketing. The study aims to serve as a reference and evaluation material for the management of InterContinental Bali Sanur Resort to raise awareness about its brand image. The research uses questionnaires and documentation studies as data collection methods, with the study taking approximately four months to complete. One hundred respondents participated in the survey, which was distributed via Google Forms. The findings indicate that the brand image of InterContinental Bali Sanur Resort is positively and significantly influenced, both partially and simultaneously, by social media marketing on Instagram and TripAdvisor reviews.
The Influence of TripAdvisor Reviews and Social Media Marketing Through Instagram on Brand Image at InterContinental Bali Sanur Resort Sugiarta, Komang Rikha; Pitanatri, Putu Diah Sastri; Adyatma, Prastha
Indonesian Journal of Interdisciplinary Research in Science and Technology Vol. 2 No. 8 (2024): August 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/marcopolo.v2i8.10878

Abstract

This study aims to determine the effect of TripAdvisor reviews and social media marketing through Instagram on brand image at InterContinental Bali Sanur Resort. Thus, it is hoped that this study can be used as a study and evaluation material for InterContinental Bali Sanur Resort to increase awareness of its brand image. In its implementation, this study took about four months with data collection techniques in this study being questionnaires and documentation studies. The number of samples in this study was 100 respondents and was distributed using Google Form. The results of this study indicate that there is a positive and significant influence, both partially and simultaneously, between TripAdvisor reviews and social media marketing through Instagram on brand image at InterContinental Bali Sanur Resort.
Co-Authors Prastha Adyatma Sastri Pitanatri, Putu Diah