Pengaruh Social Media Marketing terhadap Brand Image My Pangandaran Tour and Travel

Authors

  • Silvy Damayanti Universitas Padjadjaran
  • Arianis Chan Universitas Padjadjaran http://orcid.org/0000-0002-6163-1135
  • Cecep Safa'atul Barkah Universitas Padjajaran

DOI:

https://doi.org/10.26740/jim.v9n3.p852-862

Keywords:

brand image, content sharing, social media marketing, strength of brand association

Abstract

Tour & Travel Agent is an old type of business that can still maintain its potential as a business opportunity every year. This is due to the use of the internet, thus presenting the online travel market. One of the travel agency businesses that use the internet, especially social media, as a marketing medium to build a company brand image is MyPangandaran. However, the growth of followers on the @mypangandarantours Instagram account is relatively slow, and the level of follower engagement is still low. This study aims to find out how MyPangandaran grows a positive brand image for followers of their Instagram account, @mypangandarantours. In addition, to see the influence that social media has had on followers of brand images on their Instagram accounts. The method used in this research is quantitative with the type of associative survey research. The data technique uses analysis from observations, literature studies, interviews and questionnaires. The sample in this study was 96 followers of the @mypangandarantours Instagram account. The sampling technique used non-probability sampling, namely purposive sampling. The data analysis technique used simple linear regression analysis. This study indicates a significant influence of social media on the brand image of followers of the @mypangandarantours Instagram account, meaning that if the social media marketing variable is getting better, the brand image will be getting better.

Author Biographies

Silvy Damayanti, Universitas Padjadjaran

Dr. Arianis Chan is lecturer and researcher at Department of Business Admistration Universitas Padjadjaran Indonesia. She is currently head of Program Study Business Administration Universitas Padjadjaran. Her research interest in Marketing, Brand, Consumer Behavior, Creative Industry and Tourism . She has experienced as consultant for private and public organization. Email : arianis.chan@unpad.ac.id

Arianis Chan, Universitas Padjadjaran

Dr. Arianis Chan is lecturer and researcher at Department of Business Admistration Universitas Padjadjaran Indonesia. She is currently head of Program Study Business Administration Universitas Padjadjaran. Her research interest in Marketing Management, Brand, Creative Industry and Creative City . She has experienced as consultant for private and public organization. Email : arianis.chan@unpad.ac.id

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Published

2021-08-04

How to Cite

Damayanti, S., Chan, A., & Barkah, C. S. (2021). Pengaruh Social Media Marketing terhadap Brand Image My Pangandaran Tour and Travel. Jurnal Ilmu Manajemen, 9(3), 852–862. https://doi.org/10.26740/jim.v9n3.p852-862

Issue

Vol. 9 No. 3 (2021)

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Artikel

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