2024, Vol. 6, Issue 2, Part A

author(s)
Putu Diah Sastri Pitanatri, Azizul Hassan and IGAG Witarsana

abstract
This research assess the impact of Instagram on the brand awareness of hotels in Bali, with a specific emphasis on its implications for policy-making in the hospitality sector. The study aims to understand how Instagram marketing strategies influence digital perceptions and brand retention among consumers, offering insights that can guide policy decisions in the hospitality industry. Utilizing purposive sampling, the research encompassed 99 participants. Data was garnered through a structured questionnaire employing a Likert scale, assessing responses to 13 distinct statements. Analytical methodologies included classical assumption tests, rudimentary linear regression, determination of coefficients, and t-tests, all facilitated via SPSS Version 23 for Windows. Empirical results reveal that Instagram's marketing initiatives exert a pronounced effect on hotel brand awareness in Bali, as evidenced by a t-value of 15.096 surpassing the threshold of 1.984. A substantial 70.10% of brand cognizance was attributed to Instagram marketing, underscoring its potent influence. This investigation holds significance for policy formulation in the hospitality sector, digital promotional strategies, and brand evolution. Distinctively, this research quantitatively highlight Instagram's role as a pivotal digital promotional instrument, specifically in relation to Bali's hotel industry. It proffers empirical validation of Instagram's prowess in creating digital perceptions and augmenting brand cognizance, thereby enriching the corpus of knowledge pertinent to policy-making and marketing stratagems in the hospitality sector.