The Influence of Instagram Content Marketing Strategy on Customer Engagement at Hotel Maya Sanur Resort & Spa
Keywords:
Content Marketing, Customer Engagement, Instagram, HotelAbstract
This study aims to examine the influence of Instagram content marketing strategies on customer engagement at Hotel Maya Sanur Resort & Spa. The study employed a quantitative method involving 100 respondents who were followers of the @mayasanur Instagram account and were selected through purposive sampling. Data were collected through questionnaires, interviews, and documentation, and then analyzed using simple linear regression. The results show that content marketing has a positive and significant effect on customer engagement, with an R² value of 30.4%. This study concludes that engaging, relevant, and interactive content marketing strategies can increase audience engagement with the @mayasanur Instagram account. Therefore, the hotel needs to optimize its content marketing strategy to strengthen its relationship with customers through Instagram.
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