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All Journal Sinkron : Jurnal dan Penelitian Teknik Informatika WIDYABHAKTI Jurnal Ilmiah Populer Journal of Community Service and Empowerment ARRUS Journal of Social Sciences and Humanities
Priyana, I Putu Okta
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Religion Humanities Computer Science & IT Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

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Journal : ARRUS Journal of Social Sciences and Humanities

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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.
Co-Authors Herna Lastari, Ni Kadek Lasmini, Ni Nengah Lastari, Ni Kadek Herna Made Ayu Jayanti Prita Utami Marheni, Lily Puteri, Putu Belinda Rahmanu, I Wayan Eka Dian Saputra, Upayana Wiguna Eka