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Digital Business Journal (DIGIBIS)
Published by Universitas Muhammadiyah Tangerang
ISSN : -     EISSN : 29638585     DOI : 10.31000/digibis
Core Subject : Economy, Science, Education,
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Other
Digital Business Journal (DIGIBIS) at University Of Muhammadiyah Tangerang is published by the Faculty of Economics and Business at University Of Muhammadiyah Tangerang. Digital Business Journal (DIGIBIS) first appeared in June 2022. Digital Business Journal (DIGIBIS) is a national scientific journal that is open to seek innovation, creativity and novelty. Whether letters, research notes, articles, complementary articles, or review articles in the field of: Digital Marketing Digital Platforms Digital Advertising Digital Entrepreneurship and Industrial Revolution 4.0
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Menejemen Teknologi dan Inovasi
Articles 41 Documents
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Implementation of Social Media Influencers in Building Brand Image at Courtyard by Marriott Bali Nusa Dua Resort Ningsih, Ni Ketut Manohara Raditya; Winia, I Nyoman; Armoni, Ni Luh Eka; Septevany, Elvira
Digital Business Journal Vol 4, No 1 (2025)
Publisher : Universitas Muhammadiyah Tangerang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31000/digibis.v4i1.13849

Abstract

This study aims to determine social media influencers' influence on building Courtyard's brand image by Marriott Bali Nusa Dua Resort. The data collection method used in this study is by conducting observations and distributing questionnaires. The population of this study was Instagram users who follow Instagram social media influencers and the Courtyard by Marriott Bali Nusa Dua Resort, with a sampling technique using purposive sampling with a sample size of 100 respondents. The data analysis technique used in this study is simple linear regression. The results of this study indicate that the implementation of social media influencers has a strong relationship, as evidenced by a simple correlation test with a coefficient of 0.724 and has a positive and significant effect on brand image. The value of the coefficient of determination is 0.524, which means that social media influencers have an influence of 52.4% in improving the brand image at Courtyard by Marriott Bali Nusa Dua Resort, while the remaining 47.6% is influenced by other factors not examined in this study. The indicators of social media influence, namely visibility, credibility, attractiveness, and power, state that each indicator has its role in building brand image. If each indicator is applied optimally, it will positively impact brand image. However, it is better to consider the power criteria that are owned because it can maximize the number of audiences who are influenced and follow the directions of the promotion carried out by social media influencers.

Page 5 of 5 | Total Record : 41

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