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Abstract

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Penelitian ini bertujuan untuk menganalisis pengaruh Digital Content Marketing dan Influencer Marketing terhadap engagement pada akun Instagram Sheraton Bali Kuta Resort. Penelitian ini menggunakan pendekatan kuantitatif asosiatif berdasarkan Theory of Planned Behavior (TPB) dengan jumlah sampel sebanyak 112 responden yang dipilih menggunakan teknik purposive sampling. Data dianalisis menggunakan regresi linear berganda melalui aplikasi SPSS versi 25. Hasil penelitian menunjukkan bahwa Digital Content Marketing berpengaruh positif dan signifikan terhadap engagement dengan nilai t sebesar 5,508 dan nilai signifikansi 0,000, sedangkan Influencer Marketing juga berpengaruh positif dan signifikan terhadap engagement dengan nilai t sebesar 3,653 dan nilai signifikansi 0,000. Secara simultan, kedua variabel tersebut berpengaruh signifikan terhadap engagement yang ditunjukkan oleh nilai F sebesar 34,942 dengan signifikansi 0,000. Nilai koefisien determinasi (R Square) sebesar 0,391 menunjukkan bahwa kedua variabel memberikan kontribusi sebesar 39,1% terhadap engagement, sedangkan sisanya sebesar 60,9% dipengaruhi oleh faktor lain di luar penelitian ini. Temuan penelitian ini menunjukkan bahwa konten digital yang berkualitas dan kolaborasi influencer yang efektif mampu meningkatkan engagement audiens di Instagram.


Kata Kunci: Digital Content Marketing, Influencer Marketing, Engagement, Pemasaran Instagram, Industri Perhotelan.


Abstract


This study aims to analyze the influence of Digital Content Marketing and Influencer Marketing on engagement on the Instagram account of Sheraton Bali Kuta Resort. The research employed a quantitative associative approach based on the Theory of Planned Behavior (TPB) with 112 respondents selected using purposive sampling. Data were analyzed using multiple linear regression through SPSS version 25. The results revealed that Digital Content Marketing has a positive and significant effect on engagement with a t-value of 5.508 and significance value of 0.000, while Influencer Marketing also has a positive and significant effect with a t-value of 3.653 and significance value of 0.000. Simultaneously, both variables significantly influence engagement, indicated by an F-value of 34.942 and significance value of 0.000. The coefficient of determination (R Square) of 0.391 shows that both variables contribute 39.1% to engagement, while the remaining 60.9% is influenced by other factors outside this study. These findings indicate that high-quality digital content and effective influencer collaboration can improve audience engagement on Instagram.


 


Keywords: Digital Content Marketing, Influencer Marketing, Engagement, Instagram Marketing, Hospitality Industry.

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