ANALISIS INFLUENCER MARKETING PADA PLATFORM MEDIA SOSIAL INSTAGRAM HOTEL ROYAL PALM JAKARTA
Keywords:
Influencer Marketing, Hospitality Industry, Social Media, Brand Awareness, Hotel Royal Palm JakartaAbstract
This study investigates the role of influencer marketing on social media, specifically Instagram, as a strategic marketing approach in the hospitality industry, with a focus on Hotel Royal Palm Jakarta. Recognizing the importance of social media in contemporary travel information access, the research highlights how hotels can leverage influencers to establish and maintain strong customer relationships. The hotel utilizes influencer marketing to promote its affordable "all you can eat" events, demonstrating an effective strategy for increasing brand awareness and attracting customers. The selection criteria for influencers are established, focusing on food vloggers and hotel reviewers, with rigorous evaluation processes supported by the Phlanx software. This study reveals that successful influencer campaigns positively impact guest reservation decisions and meet customer expectations. Data from interviews with fifteen hotel guests indicates a strong correlation between influencer content and guest satisfaction, leading to repeat visits. While the research acknowledges limitations, such as the small sample size and focus on the management team, it offers valuable insights into the effectiveness of influencer marketing in the hospitality sector. The findings contribute to the literature on digital marketing strategies and provide recommendations for future research, including exploring influencer roles on emerging platforms like TikTok and considering different hotel brands to broaden the scope of understanding.
Downloads
References
Abdussamad, Z. (2021) Metode Penelitian Kualitatif. 1st edn. Edited by P. Rapanna. Makassar: Syakir Media Press.
Asikin, N., Pristiwasa, I. W. T. K. and Lubis, A. L. (2024) ‘Pengaruh Media Sosial Instagram Terhadap Penjualan Kamar di Beverly Hotel Batam’, Pariwisata Budaya: Jurnal Ilmiah Pariwisata Agama dan Budaya, 9(1), pp. 101–116.
Azhari, M. (2024) ‘Hubungan Antara Kecerdasan Emosional dan Pola Asuh Authoritative dengan Prestasi Belajar’, Jurnal Komprehensif, 2(2), pp. 275–284.
Braun, V. and Clarke, V. (2006) ‘Using Thematic Analysis in Psychology’, Qualitative Research In Psychology, 3(2), pp. 77–101. doi: 10.1191/1478088706qp063oa.
Brown, D. and Hayes, N. (2016) Influencer Marketing: Who Really Influences Your Customers? 1st edn. Routledge.
Candra, W. K. S. (2023) ‘The Effect of Social Media Influencer Characteristics on Purchase Intention on Beauty Products in Indonesia’, Iqtishoduna, 19(2), pp. 133–157. doi: 10.18860/iq.v19i2.22544.
Creswell, J. W. (2014) ‘Research Qualitative, Quantitative, And Mixed Methods Approaches Design Fourth Edition. In Sage Publications’, In Sage Publications.
Hanindharputri, M. A. and Putra, I. K. A. M. (2019) ‘Peran Influencer dalam Strategi Meningkatkan Promosi dari Suatu Brand’, Seminar Nasional Sandyakala, pp. 335–343.
Kapoor, R. and Kapoor, K. (2021) ‘The Transition From Traditional to Digital Marketing: A Study of The Evolution of E-Marketing In The Indian Hotel Industry’, Worldwide Hospitality and Tourism Themes, 13(2), pp. 199–213. Available at: https://www.deepdyve.com/lp/emerald-publishing/the-transition-from-traditional-to-digital-marketing-a-study-of-the-q1wgoXdTdB.
Kusumasondjaja, S. and Tjiptono, F. (2019) ‘Endorsement and Visual Complexity In Food Advertising On Instagram’, Internet Research, 29(4), pp. 659–687. doi: https://doi.org/10.1108/IntR-11-2017-0459.
Lee, S. and Kim, E. (2020) ‘Influencer Marketing on Instagram : How Sponsorship Disclosure , Influencer Credibility , and Brand Credibility Impact the Effectiveness of Instagram Promotional Post’, Journal of Global Fashion Marketing. Routledge, 11(3), pp. 232–249. doi: 10.1080/20932685.2020.1752766.
Lin, H.-C., Bruning, P. F. and Swarna, H. (2018) ‘Using Online Opinion Leaders to Promote The Hedonic and Utilitarian Value of Products and Services’, Business Horizons, 61(3), pp. 431–442. doi: https://doi.org/10.1016/j.bushor.2018.01.010.
Lubis, A. L., Supardi, S., et al. (2024) ‘Pelatihan Peningkatan Kualitas Layanan Pelanggan Restoran RM. Sederhana Winsor Batam’, Jurnal Keker Wisata, 2(2), pp. 197–210. doi: 10.59193/jkw.v2i2.265.
Lubis, A. L., Supardi, et al. (2024) ‘Sosialisasi Ilmu Pengetahuan Hospitality Agar Menjadi Hotelier Profesional di SMAN 19 Batam’, Jurnal Keker Wisata, 2(2), pp. 224–236. doi: https://doi.org/10.59193/jkw.v1i1.93x.
Mabruroh, S. K., Supardi and Lubis, A. L. (2023) ‘Pengaruh Instagram Terhadap Keputusan Pengunjung Untuk Berwisata ke Mega Wisata Ocarina Kota Batam’, Jurnal Sistem Informasi & Manajemen, 11(3), pp. 388–398.
Mulyono (2022) ‘Influencer Marketing Sebagai Strategi Pemasaran di Era Pandemi Covid-19’, Jurnal Web Informatika Teknologi (J-WIT), 7(2), pp. 1–10. Available at: https://dataindonesia.id.
Nurliza, Wibowo, A. and Lubis, A. L. (2024) ‘Analisis Kepuasan Pengunjung Pada Objek Wisata Pantai Tanjung Pinggir Di Batam’, Jurnal Mekar, 2(2), pp. 43–51. doi: 10.59193/jmr.v2i2.238.
Putri, M., Wibowo, A. and Lubis, A. L. (2024) ‘Implementasi Pelatihan Kerja dalam Menangani Guest Complaint Pada Front Office di OS Hotel Tanjung’, Jurnal Mekar, 3(1), pp. 6–13. doi: https://doi.org/10.59193/jmr.v3i1.285.
Ryan, G. and Bernard, H. R. (2003) ‘Techniques to Identify Themes’, Field Methods, 15(1), pp. 85–109. doi: 10.1177/1525822X02239569.
Safira, P., Wibowo, A. and Lubis, A. L. (2023) ‘Karakteristik Pengunjung Objek Wisata Piugus Resort Desa Belibak di Kepulauan Anambas Riau’, Journal of Tourism and Interdisciplinary Studies, 3(2), pp. 84–98. Available at: https://jotis.triatmamulya.ac.id/index.php/jotis/article/view/122.
Sugiharto, S. A. and Ramadhana, M. R. (2018) ‘Pengaruh Kredibilitas Influencer Terhadap Sikap Pada Merek’, Jurnal Ilmu Politik dan Komunikasi, 8(2). doi: 10.34010/jipsi.v8i2.1333.
Supardi et al. (2024) ‘Pengembangan Kapasitas Karyawan Restoran Sederhana dalam Hygiene dan Sanitasi Melalui Pelatihan Praktis’, Jurnal Keker Wisata, 2(2), pp. 182–196. doi: 10.59193/jkw.v2i2.260.
Veirman, M. De, Cauberghe, V. and Hudders, L. (2017) ‘Marketing Through Instagram Influencers: The Impact of Number of Followers and Product Divergence on Brand Attitude’, International Journal of Advertising, 36(5), pp. 798–828. doi: https://doi.org/10.1080/02650487.2017.1348035.
Verma, M. and Verma, K. (2017) ‘Social Media a Promotional Tool: Hotel Industry’, Journal of Advances in Humanities, 5(1), pp. 221–223. doi: 10.24297/jah.v5i1.6159.
Yustiawan, S. T. and Lestari, B. (2023) ‘Pengaruh Influencer Media Sosial dan Konten Media Sosial’, Jurnal Aplikasi Bisnis, 9(2), pp. 160–168.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Tabitha Putri Adellia, Taufik Abdullah
This work is licensed under a Creative Commons Attribution 4.0 International License.
