The Influence of Social Media Marketing on Brand Image in Six Senses Uluwatu Bali

Syair, Agung Rahman (2025) The Influence of Social Media Marketing on Brand Image in Six Senses Uluwatu Bali. Undergraduate thesis, Politeknik Negeri Bali.

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Abstract

This research aims to analyze the implementation of social media marketing and its influence on the brand image of Six Senses Uluwatu. The study employs a mixed-method approach, combining qualitative data from in-depth interviews with the resort's marketing team and quantitative data from questionnaires distributed to 50 of its social media followers. The collected data were analyzed using descriptive statistics and simple linear regression with SPSS. The findings indicate that Six Senses Uluwatu has effectively implemented its social media marketing strategy, with a focus on content creation, sharing, connecting, and community building that consistently highlights its core values of sustainability and wellness. The descriptive analysis resulted in an average score of 4.19 for the social media marketing variable, categorizing its implementation as "Good." The regression analysis revealed that social media marketing has a significant positive influence on brand image, with the coefficient of determination (R Square) showing that it accounts for 97.9% of the variation in brand image. The hypothesis test confirmed this significant relationship (t-count 45.894 > t-table 2.010). This study concludes that social media marketing is a powerful and effective tool for Six Senses Uluwatu in building and strengthening its unique brand image in the competitive luxury hospitality market.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Social Media Marketing, Brand Image, Hospitality, Luxury Resort, Digital Marketing
Subjects:	Ilmu Ekonomi > Ilmu Manajemen Ilmu Ekonomi > Ilmu Manajemen > Pemasaran
Divisions:	Jurusan Pariwisata > Prodi D4 Manajemen Bisnis Pariwisata > Skripsi
Depositing User:	Agung Rahman Syair
Date Deposited:	30 Aug 2025 05:34
Last Modified:	30 Aug 2025 05:34
URI:	https://repository.pnb.ac.id/id/eprint/18385

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