Artini, Ni Kadek (2025) Pemanfaatan Instagram sebagai Media Promosi Online dalam Meningkatkan Brand Image di Sofitel Bali Nusa Dua Beach Resort. Undergraduate thesis, Politeknik Negeri Bali.

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Abstract

The advancement of the digital era has significantly transformed marketing strategies in the hospitality industry, including the growing use of social media as a tool for communication and promotion. This transformation presents wide opportunities for tourism industry players to build and strengthen brand image, as demonstrated by Sofitel Bali Nusa Dua Beach Resort through the Instagram platform. This study aims to analyze how Instagram is utilized as an online promotional medium to enhance the brand image of Sofitel Bali Nusa Dua Beach Resort. The background of this study is based on the phenomenon of fluctuating audience engagement with the hotel’s Instagram content, despite the active implementation of visual and promotional strategies. This research employs a qualitative approach, using data collection techniques such as observation, in-depth interviews with the Marketing Communication Team, and documentation of the hotel’s digital promotional activities. The theoretical foundations include Integrated Marketing Communication (IMC), digital marketing, Instagram as a social media platform, and brand image theory. The findings indicate that Instagram usage involves elements of the promotion mix, such as advertising, sales promotion, direct marketing, and personal selling. Visually appealing content, relevant messaging, and collaborations with media, influencers, Key Opinion Leaders (KOLs), and celebrities contribute to building a positive brand association. However, the fluctuating engagement rate suggests the need for more responsive and interactive content strategies. As an output, this study produces a Standard Operating Procedure (SOP) document as a guideline for managing Instagram more effectively and consistently. Keywords: Instagram, Digital Marketing, Integrated Marketing Communication (IMC), Brand Image, Promotion Mix.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Instagram, Media Promosi Online, Brand Image
Subjects: Ilmu Sosial Humaniora > Ilmu Sosial
Divisions: Jurusan Administrasi Bisnis > Prodi D4 Manajemen Bisnis Internasional > Skripsi
Depositing User: Ni Kadek Artini
Date Deposited: 19 Aug 2025 12:14
Last Modified: 19 Aug 2025 12:14
URI: https://repository.pnb.ac.id/id/eprint/16284

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