Implementation of Social Media Marketing in Increasing Brand Image at The Ritz-Carlton Bali

Nirmayanti, Ni Putu Nia (2024) Implementation of Social Media Marketing in Increasing Brand Image at The Ritz-Carlton Bali. Undergraduate thesis, Politeknik Negeri Bali.

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Abstract

This research aims to explore how social media marketing can be effectively applied to increase the brand image of The Ritz-Carlton Bali. The independent variable in the study was social media marketing, which was measured through five dimensions: interactive, informative, personalized, trending, and word of mouth. Meanwhile, the dependent variable is brand image, which is measured through the desire, strength, and uniqueness of brand associations. This research uses descriptive quantitative research methods with simple linear regression data analysis technique. The study sample consisted of 100 official social media followers of The Ritz-Carlton Bali. The implementation of social media marketing has been done very well by using several strategies. The results of the data analysis showed that there was a positive relationship between the implementation of social media marketing and brand image improvement, with interactive and informative dimensions having a significant influence. In conclusion, an effective social media marketing strategy can help The Ritz-Carlton Bali increasing its brand image in a competitive market. It can be done by continuously focus on creating content that showcases the uniqueness of Balinese culture with a feel that matches The Ritz-Carlton Bali's standards by collaborate with efficiency local influencers or Balinese public figures to promote the hotel it can reach local and international audiences interested in Balinese culture.

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