Implementation of Instagram Marketing in Increasing Brand Image at Radisson Blu Bali Uluwatu

Pradnyawati, Putu Ayu Putri (2024) Implementation of Instagram Marketing in Increasing Brand Image at Radisson Blu Bali Uluwatu. Undergraduate thesis, Politeknik Negeri Bali.

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Abstract

Instagram marketing is a marketing approach that uses the Instagram platform to promote products, services, or brands with the goal of increasing brand image, audience engagement, and sales. This research aims to analyze how the implementation of Instagram marketing and the impact of Instagram marketing on brand image at Radisson Blu Bali Uluwatu. Data collection was carried out by observation, interviews, questionnaires and documentation with the data analysis techniques used qualitative and quantitative. The data was analyzed using simple linear regression. The population used in this research was 14,400 who were followers of Instagram @radissonblubaliuluwatu and the number of respondents was 100 followers using the Slovin technique. The research results show that the implementation of Instagram marketing has a significant correlation on brand image with the results of correlation test of 0.769 show a strong positive influence. The results of the simple linear regression analysis show a regression coefficient of 0.427, which shows a positive relationship between Instagram marketing and brand image. The T test shows the calculated t-count of 11.909 with a significance of 0.000 (t-table value =1.66055). With t-count > t-table and significance < 0.01, H0 is rejected and H1 is accepted, show that there is a significant positive influence of Instagram marketing on brand image.

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