Pengaruh Konten Instagram dan Influencer Marketing Terhadap Brand Image Hotel Luxury Wellness di Bali: The Effect of Instagram Content and Influencer Marketing on the Brand Image of a Luxury Wellness Hotel in Bali

Anak Agung Istri Febrania Dwi Putri Netera (Politeknik Negeri Bali)
Ni Kadek Dessy Hariyanti (Politeknik Negeri Bali)
Putu Sandra Putri Astariani (Politeknik Negeri Bali)

Ganec Swara
Vol. 20 No. 3 (2026): September 2026

The fast-paced evolution of digital technology has prompted the high-end hotel sector to prioritise influencer marketing and Instagram as key tactics for establishing a reputation for their brands. The purpose of this research is to examine how a Bali resort hotel that specialises in wellness and sustainability has used Instagram and influencer marketing to shape public perception of its brand. Statistical methods based on multiple linear regression analysis were used. A total of 110 people who regularly follow the hotel's official Instagram account were surveyed using a purposive sampling technique. The findings show that Instagram posts have a partial positive and significant impact on brand perception (t = 4.573; β = 0.249), influencer marketing has a partial positive and significant impact on brand perception (t = 6.538; β = 0.424), and when both variables are considered together, they have a positive and significant impact on brand perception (F = 86.333; Adjusted R² = 0.610). Influencer marketing is identified as the more dominant variable in shaping hotel brand image compared to Instagram social media content.