The Effect of Instagram Content on Purchase Interest at Hard Rock Hotel Bali

Putu Karma Eka Putra; I Wayan Jata; Kadek Andita Dwi Pratiwi

doi:10.55927/ijbae.v4i6.426

Authors

Putu Karma Eka Putra Politeknik Pariwisata Bali
I Wayan Jata Politeknik Pariwisata Bali
Kadek Andita Dwi Pratiwi Politeknik Pariwisata Bali

DOI:

https://doi.org/10.55927/ijbae.v4i6.426

Keywords:

Instagram Content, Purchase Intention, Hotel

Abstract

The rapid growth of the hospitality industry has intensified competition in attracting consumer purchase intentions, making effective Instagram content planning a key strategy. At Hard Rock Hotel Bali, despite an increase in content quantity and engagement on Instagram throughout 2024, the number of direct message inquiries declined. This study seeks to investigate the impact of Instagram content on consumers’ purchase intentions. Data were gathered through an online questionnaire administered to 100 respondents who follow the Hard Rock Hotel Bali Instagram account, selected using purposive sampling. The data were analyzed using simple linear regression, the coefficient of determination (R²), and the t-test. The findings indicate that Instagram content exerts a positive and significant influence on purchase intention, as demonstrated by a significance value of 0.001 (< 0.05) and a t-value of 12.360, which surpasses the t-table value of 1.660. Furthermore, the coefficient of determination reveals that Instagram content accounts for 60.9% of the variance in purchase intention, while the remaining 39.1% is attributed to other factors beyond the scope of this study. This research is expected to assist Hard Rock Hotel Bali in enhancing the quality of its Instagram content to effectively boost consumer purchase intentions.

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