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The effect of influencer credibility and brand experience on Conrad Bali hotel's Instagram brand image

Author

Listed:
  • Kadek Sri Utami

    (Politeknik Negeri Bali)

  • Nyoman Indah Kusuma Dewi

    (Politeknik Negeri Bali)

  • Muayyad Muayyad

    (Politeknik Negeri Bali)

Abstract

The disparity between the growth in Conrad Bali Hotel's Instagram following and the audience's perception of the brand serves as the driving force behind this study. The purpose of this study is to partially and concurrently examine how influencer credibility and brand experience affect the Conrad Bali Hotel's Instagram brand image. 110 active Conrad Bali Hotel Instagram followers who were exposed to marketing content on the platform were included in the quantitative analysis using a purposive sampling technique. Questionnaires were used to gather data, which were then analyzed using multiple linear regression, validity tests, reliability, classical assumptions, t-test, F-test, and coefficient of determination. With a computed t-value of 4.840 and a significance level of

Suggested Citation

  • Kadek Sri Utami & Nyoman Indah Kusuma Dewi & Muayyad Muayyad, 2026. "The effect of influencer credibility and brand experience on Conrad Bali hotel's Instagram brand image," Priviet Social Sciences Journal, Privietlab Research Center, vol. 6(6), pages 268-280, June.
    • Handle: RePEc:prv:pssjpv:1951
    DOI: 10.55942/pssj.v6i6.1951
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