The Influence of TripAdvisor Reviews and Social Media Marketing Through Instagram on Brand Image at InterContinental Bali Sanur Resort

Komang Rikha  Sugiarta; Putu Diah Sastri  Pitanatri; Prastha  Adyatma

doi:10.55927/marcopolo.v2i8.10878

Authors

Komang Rikha Sugiarta Politeknik Pariwisata Bali
Putu Diah Sastri Pitanatri Politeknik Pariwisata Bali
Prastha Adyatma Politeknik Pariwisata Bali

DOI:

https://doi.org/10.55927/marcopolo.v2i8.10878

Keywords:

Tripadvisor Review, Social Media Marketing, Instagram, Brand Image

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.

Downloads

Download data is not yet available.

References

Adnyani, I. G. A. P., & Pitanatri, P. D. S. (2017). Pengaruh Electronic Word of Mouth Terhadap Keputusan Menginap Bagi Tamu Fit (Free Independent Traveller) : Studi Kasus Di Hilton Bali Resort. In Jurnal Bisnis Hospitaliti (Vol. 6, pp. 1–21). http://ojs.stpbali.ac.id/index.php/jbh/article/view/102/82

Andayana, I. W. Y., & Pitanatri, P. D. S. (2023a). Understanding the Effect of Online Reviews on Consumer Decision-Making: Evidence from Alaya Resort Ubud. International Journal of Management, Innovation & Entrepreneurial Research, 9(2), 01–10. https://doi.org/10.18510/ijmier.2023.921

Andayana, I. W. Y., & Pitanatri, P. D. S. (2023b). Understanding the Effect of Online Reviews on Consumer Decision-Making: Evidence from Alaya Resort Ubud. International Journal of Management, Innovation & Entrepreneurial Research, 9(2), 01–10. https://doi.org/10.18510/ijmier.2023.921

Angkiriwang, D. I., Susanto, K. C., & Thio, S. (2018). Pengaruh Ulasan Online di Tripadvisor Terhadap Minat Menginap Generasi Milenial di Surabaya. Jurnal Hospitality Dan Manajemen Jasa, 6(2).

Annur, C. M. (2023, May 30). Media Sosial, Sumber Informasi Utama Masyarakat Indonesia.Databooks.https://databoks.katadata.co.id/datapublish/2023/05/30/media-sosial-sumber-informasi-utama-masyarakat-indonesia

Budiasa, I., & Pitanatri, P. D. S. (2015). Perilaku Segmen Pasar Online dalam Membuat Pemesanan Kamar Hotel di Bali. Jurnal Bisnis Hospitaliti, 4(1), 78–86. http://ojs.ppb.ac.id/index.php/jbh/article/view/123

Cung, F. G., Setianingsih, R., & Liaw Bunfa. (2023). Pengaruh Electronic Word Of Mouth dan Kepuasan terhadap Niat Beli Ulang Pelanggan Shopee. Jurnal Manajemen, 12(2), 52–67. https://doi.org/10.46806/jm.v12i2.979

Damastuti, R. (2021). Membedah Feeds Instagram Produk Skincare Lokal (Analisis Isi Kuantitatif Akun Instagram Avoskin). Jurnal Ilmu Komunikasi Politik Dan Komunikasi Bisnis, 5(2), 189–199.

Damayanti, S., Chan, A., & Safa’atul Barkah, C. (2021). Pengaruh Social Media Marketing Terhadap Brand Image MyPangandaran Tour and Travel. Jurnal Ilmu Manajemen, 9.

Djoko Sulistiyo, T., Fitriana, R., & Lee, C. (2020). Pengaruh Marketing Media Sosial Instagram Terhadap Brand Image The Bunker Café, Tangerang (The Influence of Instagram Social Media Marketing on The Brand Image of The Bunker Café, Tangerang) (Vol. 21, Issue 2).

Ellitan, L., Harvina, L. G. D., & Lukito, R. S. H. (2022). The Effect of Social Media Marketing on Brand Image, Brand Trust, and Purchase Intention of Somethinc Skincare Products in Surabaya. Journal of Entrepreneurship & Business, 3(2), 104–114. https://doi.org/10.24123/jeb.v3i2.4801

Firmansyah, M. A. (2019). Pemasaran Produk dan Merek (Vol. 1). CV. Penerbit Qiara Media.

Gunawan, A. I., Amalia, F., Senalasari, W., & Gaffar, V. (2021). Pengukuran Aktivitas Pemasaran pada Media Sosial Instagram. Jurnal Administrasi Bisnis, 10(2), 133–142. https://doi.org/10.14710/jab.v10i2.35768

Haribowo, R., Tannady, H., Yusuf, M., Wardhana, G. W., & Syamsurizal. (2022). Analysis Of The Role Of Social Media Marketing, Product Quality And Brand Awareness On Buying Decisions For Restaurant Customers In West Java. Management Studies and Entrepreneurship Journal, 3(6), 4024–4032. http://journal.yrpipku.com/index.php/msej

Janie, D. N. A. (2012). Statistik Deskriptif dan Regresi Linear Berganda SPSS.

Kevin, D., & Sari, W. P. (2018). Pengaruh Terpaan Media Online Terhadap Brand Image Kini Capsule. Prologia, 2(2).

Larasati, S. E., Fadhlan, N., Program, A., Biomanajemen, S., Hayati, T., & Bandung, I. T. (2023). Analisis Ekowisata di Kawasan Konservasi Perairan Raja Ampat: Daya Dukung dan Evaluasi Wisatawan dari Situs TripAdvisor.

Musnaini, Suherman, Wijoyo, H., & Indrawan, I. (2020). Digital Marketing (Vol. 1). CV. Pena Persada. https://www.researchgate.net/publication/344163047

Noviandi, A. (2021). Pengaruh E-Wom (Electronic Word Of Mouth) Terhadap Keputusan Pembelian Produk Food & Beverage Secara Online Pada Marketplace Tokopedia. Business and Entrepreneurship Journal (BEJ), 2(1), 2745–8547.

Nugroho, M. W. (2022). Perspektif Mahasiswa Terhadap Literasi Digital Di Aplikasi Instagram Sebagai Media Pembelajaran Bahasa Indonesia. Jurnal Literasi, 6(1).

Pangestu, Q. D., & Tranggono, D. (2022). Pengaruh Content Marketing Instagram Terhadap Brand Image Disney+Hotstar di Masa Pandemi Covid-19. JURNAL SIGNAL, 10(1), 2337–4454.

Permathaswari, G. K. D., & Pitanatri, P. D. S. (2023). From “I Do” to “How Much?”: Exploring Brand Image and Price Perceptions in Bali’s Luxury Weddings. International Journal of Tourism & Hospitality Reviews, 10(2), 33–41. https://doi.org/10.18510/ijthr.2023.1024

Pitanatri, P. D. S. (2016). Inovasi Dalam Kompetisi: Usaha Kuliner Lokal Menciptakan Keunggulan Kompetitif Di Ubud. Jurnal Master Pariwisata (JUMPA), 3, 1–14. https://doi.org/10.24843/jumpa.2016.v03.i01.p01

Pitanatri, P. D. S., Damanik, J., Mustofa, K., & Wijono, D. (2022). Where to eat? Exploring Flashpacker’s dining preference in Bali following the COVID-19 pandemic. In The Emerald handbook of destination recovery in tourism and hospitality (pp. 153–175). Emerald Publishing Limited.

Pitanatri, P. D. S., & Pitana, I. G. (2019). Challenging the Giants: Factors Contributing to Local Homestay Competitiveness in Ubud Bali. The Journal of Social Sciences Research, 5(53), 796–802. https://doi.org/10.32861/jssr.53.796.802

Pitanatri, P. D. S., & Wiarti, L. Y. (2022). Approaching the Paradox: Loving and Hating Technology Applications of Indonesia’s Cultural Events. In Technology Application in Tourism Fairs, Festivals and Events in Asia (pp. 279–300). Springer.

Puspitasari, L. (2017). Pengaruh Brand Image Terhadap Penjualan Kamar Pada Hotel Aryaduta Jakarta. Jurnal Sains Terapan Pariwisata, 2(1), 44–54.

Putra, I. G. W. S. C. (2021). Evaluasi Pengaruh Product Quality, Product Innovation dan Marketing Promotion Terhadap Brand Image IKEA. Jurnal Digismantech, 1(1). https://doi.org/10.30813/digismantech.v1i1.2264.g2075

Rachmawaty, A. (2021). Strategi Marketing Menggunakan Instagram (Studi kasus: Sapinesia). ATRABIS: Jurnal Administrasi Bisnis, 7(1).

Singgalen, Y. A. (2022). Analisis Sentimen Wisatawan Melalui Data Ulasan Candi Borobudur di Tripadvisor Menggunakan Algoritma Naïve Bayes Classifier. Building of Informatics, Technology and Science (BITS), 4(3). https://doi.org/10.47065/bits.v4i3.2486

Suwarsih, N., Gunawan, T., & Katolik Parahyangan, U. (2021). Pengaruh Media Sosial Terhadap Citra Merek dan Niat Beli. Business and Accounting, 4.

Syaipudin, L., & Awwalin, I. N. (2022). Strategi Promosi Melalui Pemanfaatan Media Sosial Instagram Dalam Meningkatkan Penjualan pada Home Industry Baso Aci Mahira Lamongan. Sanskara Manjemen Dan Bisnis, 01(01), 31–42.

Valentino Pentury, L., Sugianto, M., Remiasa, M., Manajemen Perhotelan, P., Studi Manajemen, P., & Ekonomi, F. (2019). Pengaruh e-WOM Terhadap Brand Image dan Purchase Intention Pada Hotel Bintang Tiga di Bali. Jurnal Manajemen Perhotelan, 5(1), 26–35. https://doi.org/10.9744/jmp.5.1.26-36

Wagey, A. B., Pitanatri, P. D. S., & Sujatha, D. K. (2020). Marketing Communications Mix Strategy to Improve Room Sales at The Ritz Carlton Jakarta Mega Kuningan. TRJ Tourism Research Journal, 4(1), 45–61.

Wati Evelina, L., & Di, A. (2018). Komunitas adalah Pesan: Studi Netnografi Virtual di Situs Wisata TripAdvisor. Warta ISKI , 01(02), 65–74.

Wibawa, K. A. A. A., Kirya, I. K., & Suwendra, I. W. (2018). Pengaruh Kualitas Produk, Harga, Iklan dan Citra Merek Terhadap Keputusan Pembelian Sepeda Motor. Bisma: Jurnal Manajemen, 4(2).

Yani, S., & Wijayanto, G. (2022). Pengaruh Social Media Marketing Dan e-WOM Terhadap Brand Image Serta Dampaknya Terhadap Minat Beli. Jurnal Manajemen Pemasaran Dan Perilaku Konsumen, 1(3). https://doi.org/10.21776/jmppk.2022.01.3.01

Yohana, M., Wiryokusumo, P., Wiranatha, A. S., Ayu, G., & Suryawardani, O. (2021). Pengaruh Electronic Word of Mouth (EWOM) Terhadap Brand Image, Trust Dan Keputusan Berkunjung ke Kampung Tridi Malang. JUMPA, 8(1).