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All Journal GANEC SWARA ARRUS Journal of Social Sciences and Humanities
Marheni, Lily
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Religion Agriculture, Biological Sciences & Forestry Humanities Economics, Econometrics & Finance Education Engineering Law, Crime, Criminology & Criminal Justice Social Sciences

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Implementation of Brand Image and Social Media Marketing on Purchasing Decisions at The Apurva Kempinski Bali Puteri, Putu Belinda; Marheni, Lily; Priyana, I Putu Okta
ARRUS Journal of Social Sciences and Humanities Vol. 4 No. 4 (2024)
Publisher : PT ARRUS Intelektual Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35877/soshum2958

Abstract

This study was conducted to investigate how brand image and the implementation of social media marketing effectively can increase consumer purchasing decisions on products or services in the hospitality industry. This study employed a quantitative inferential approach and was carried out at The Apurva Kempinski Bali hotel. The target population in this study includes all followers of the hotel's Instagram account and prospective consumers who want to visit the hotel. Through purposive sampling and the Slovin formula, 100 valid responses were obtained through the distribution of questionnaires. The data gathered were analyzed using multiple linear regression to determine how a strong brand image and the effective implementation of social media marketing could impact consumer choices. The results of the study reveal that a strong brand image, combined with effective social media marketing, significantly enhances consumer purchasing decisions for The Apurva Kempinski Bali's services and products. This underscores the importance of both a robust brand reputation and well-executed social media strategies in driving customer engagement and sales in the hospitality industry. This research contributes to marketing theory by highlighting both strategies influence consumer decisions. Practically, it helps The Apurva Kempinski Bali develop effective strategies for building a strong brand and using social media to attract and engage customers.
ANALISIS HUBUNGAN MARKETING MIX TERHADAP LOYALITAS KONSUMEN PADA KOFFIELOTS COFFEE & EATERY SEMBIRING, AGNES MONICA BR; YUDISTIRA, COKORDA GEDE PUTRA; MARHENI, LILY
GANEC SWARA Vol 18, No 3 (2024): September 2024
Publisher : Universitas Mahasaraswati K. Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35327/gara.v18i3.1012

Abstract

Marketing mix is one of the marketing strategies to convey information widely, introduce a product of goods and services, stimulate consumers to give and even create personal preferences for the image of a product. It can be seen that Koffielots Coffee & Eatery experienced a significant decline in sales from January to December. In January, sales were recorded at Rp 17,134,500 with a sales percentage reaching 12%. However, in December, sales dropped drastically to Rp 7,814,500 with a sales percentage of only 5%. The type of research data uses a quantitative approach. The data analysis method uses multiple linear regression. The study shows that the variables Product (X1), Price (X2), Promotion (X3), and Location (X4) have a significant positive effect on Consumer Loyalty (Y). This is evidenced by the positive and significant regression coefficient, as well as the high Adjusted R Square value (80.9%). The high correlation value (ranging from 0.804 to 0.868) indicates that an increase in each variable will tend to increase consumer loyalty in one direction
Co-Authors Priyana, I Putu Okta Puteri, Putu Belinda SEMBIRING, AGNES MONICA BR YUDISTIRA, COKORDA GEDE PUTRA