Social Media Brand Exposure, Brand Awareness, and Guests’ Decision to Stay: Evidence from HARRIS Resort Barelang, Batam

Prasetya Aldi Rivalni; Youmil Abrian

doi:10.63076/jomm.v3i2.120

Authors

Prasetya Aldi Rivalni Universitas Negeri Padang
Youmil Abrian Universitas Negeri Padang

DOI:

https://doi.org/10.63076/jomm.v3i2.120

Keywords:

Social media brand exposure, Brand awareness, Decision to stay, Hotel choice, Instagram marketing, Hospitality management

Abstract

Social media visibility does not necessarily indicate whether consumers recognise a hotel brand or consider it when choosing accommodation. This study examined the separate associations of perceived social media brand exposure and brand awareness with guests’ self-reported decision-to-stay scores at HARRIS Resort Barelang, Batam. A cross-sectional survey was conducted among 120 purposively selected respondents using a five-point Likert-scale questionnaire. Data were analysed through descriptive statistics and multiple linear regression. Respondent achievement rates were 84% for social media brand exposure and 87% for both brand awareness and decision to stay. Social media brand exposure was positively associated with the outcome (β = 0.204, p = 0.006), as was brand awareness (β = 0.624, p < 0.001). The overall regression model was statistically significant (F(2, 117) = 78.013, p < 0.001), explaining 57.1% of the observed variance (R² = 0.571). Brand awareness had a larger standardised coefficient than social media exposure, although the difference was not formally tested. These findings suggest that brand familiarity and perceived exposure are distinct considerations in evaluating hotel choice, rather than interchangeable measures of marketing performance. For hotel management, assessing whether online content makes the property recognisable and memorable may be more informative than relying solely on exposure metrics. However, the cross-sectional design and self-reported measures do not establish causal relationships or actual booking behaviour.

References

D. Leung, R. Law, H. van Hoof, and D. Buhalis, “Social media in tourism and hospitality: A literature review,” Journal of Travel & Tourism Marketing, vol. 30, nos. 1–2, pp. 3–22, 2013, doi: 10.1080/10548408.2013.750919.

Z. Xiang and U. Gretzel, “Role of social media in online travel information search,” Tourism Management, vol. 31, no. 2, pp. 179–188, 2010, doi: 10.1016/j.tourman.2009.02.016.

K. L. Keller, “Conceptualizing, measuring, and managing customer-based brand equity,” Journal of Marketing, vol. 57, no. 1, pp. 1–22, 1993, doi: 10.1177/002224299305700101.

Y. Bilgin, “The effect of social media marketing activities on brand awareness, brand image and brand loyalty,” Business & Management Studies: An International Journal, vol. 6, no. 1, pp. 128–148, 2018, doi: 10.15295/bmij.v6i1.229.

M. I. Fajri and F. Ferdian, “Pengaruh pemasaran media sosial Instagram terhadap booking intention dengan brand image sebagai variabel intervening di Harris Resort Barelang Batam,” Nawasena: Jurnal Ilmiah Pariwisata, vol. 4, no. 2, pp. 37–51, 2025, doi: 10.56910/nawasena.v3i2.1686.

K. K. Kapoor, K. Tamilmani, N. P. Rana, P. Patil, Y. K. Dwivedi, and S. Nerur, “Advances in social media research: Past, present and future,” Information Systems Frontiers, vol. 20, no. 3, pp. 531–558, 2018, doi: 10.1007/s10796-017-9810-y.

W. Tafesse and A. Wien, “Implementing social media marketing strategically: An empirical assessment,” Journal of Marketing Management, vol. 34, nos. 9–10, pp. 732–749, 2018, doi: 10.1080/0267257X.2018.1482365.

Y. K. Dwivedi et al., “Setting the future of digital and social media marketing research: Perspectives and research propositions,” International Journal of Information Management, vol. 59, Art. no. 102168, 2021, doi: 10.1016/j.ijinfomgt.2020.102168.

K. P. Nayak and H. S. Bhinder, “The role of brand in influencing online hotel booking,” Academica Turistica, vol. 17, no. 1, pp. 81–101, 2024, doi: 10.26493/2335-4194.17.81-101.

I. E. Vermeulen and D. Seegers, “Tried and tested: The impact of online hotel reviews on consumer consideration,” Tourism Management, vol. 30, no. 1, pp. 123–127, 2009, doi: 10.1016/j.tourman.2008.04.008.

B. A. Sparks and V. Browning, “The impact of online reviews on hotel booking intentions and perception of trust,” Tourism Management, vol. 32, no. 6, pp. 1310–1323, 2011, doi: 10.1016/j.tourman.2010.12.011.

M. L. Cheung, G. Pires, and P. J. Rosenberger, “The influence of perceived social media marketing elements on consumer–brand engagement and brand knowledge,” Asia Pacific Journal of Marketing and Logistics, vol. 32, no. 3, pp. 695–720, 2020, doi: 10.1108/APJML-04-2019-0262.

A. J. Kim and E. Ko, “Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand,” Journal of Business Research, vol. 65, no. 10, pp. 1480–1486, 2012, doi: 10.1016/j.jbusres.2011.10.014.

E.-J. Seo and J.-W. Park, “A study on the effects of social media marketing activities on brand equity and customer response in the airline industry,” Journal of Air Transport Management, vol. 66, pp. 36–41, 2018, doi: 10.1016/j.jairtraman.2017.09.014.

P. D. S. Pitanatri, A. Hassan, and I. G. A. G. Witarsana, “Digital impressions: Evaluating Instagram’s influence on hotel brand awareness in Bali,” International Journal of Tourism and Hotel Management, vol. 6, no. 2, pp. 1–11, 2024, doi: 10.22271/27069583.2024.v6.i2a.100.

W. D. Hoyer and S. P. Brown, “Effects of brand awareness on choice for a common, repeat-purchase product,” Journal of Consumer Research, vol. 17, no. 2, pp. 141–148, 1990, doi: 10.1086/208544.

N. Azizan, H. Z. Ismail@Chik, A. M. Fadzli, and N. I. M. Ishar, “Strategies to improve brand awareness through social media marketing,” Jurnal Manajemen Teori dan Terapan, vol. 16, no. 2, pp. 223–239, 2023, doi: 10.20473/jmtt.v16i2.45646.

B. Schivinski and D. Dabrowski, “The effect of social media communication on consumer perceptions of brands,” Journal of Marketing Communications, vol. 22, no. 2, pp. 189–214, 2016, doi: 10.1080/13527266.2013.871323.

B. Godey et al., “Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior,” Journal of Business Research, vol. 69, no. 12, pp. 5833–5841, 2016, doi: 10.1016/j.jbusres.2016.04.181.

N. L. T. Anh, “The impact of brand value factors on online booking intention of domestic tourists in Nha Trang City, Vietnam,” International Journal of Hospitality & Tourism Management, vol. 8, no. 1, pp. 17–25, 2024, doi: 10.11648/j.ijhtm.20240801.12.

L. K. B. Martini, P. S. N. Udayana, and K. A. C. Prameswari, “Analisis endorsement, sosial media marketing, brand awareness pada platform Instagram terhadap keputusan menginap di Bahana Guest House,” Journal of Applied Management Studies, vol. 6, no. 1, pp. 159–167, 2024, doi: 10.51713/jamss.2024.6132.

C. N. Muzizah, E. R. Cardias, and E. A. Ermawati, “Pengaruh media sosial Instagram dan brand awareness terhadap keputusan pembelian tamu di Aston Banyuwangi Hotel & Conference Center,” Jurnal Manajemen Perhotelan dan Pariwisata, vol. 7, no. 1, pp. 91–103, 2024, doi: 10.23887/jmpp.v7i1.76840.

A. Arief, I. G. A. G. Witarsana, and B. M. Eppang, “The impact of digital marketing and brand awareness on purchasing decisions with brand image as an intervening variable at 3-star hotels in Makassar,” Journal of Mandalika Review, vol. 3, no. 2, pp. 86–98, 2024, doi: 10.55701/mandalika.v3i2.230.

J. F. Hair, W. C. Black, B. J. Babin, and R. E. Anderson, Multivariate Data Analysis, 8th ed. Cengage Learning, 2019.

Azhar and R. Talumantak, “Pengaruh persepsi harga, social media marketing dan citra merek terhadap keputusan menginap di Hotel Le Meriden Jakarta,” Human Capital Development, vol. 12, no. 2, 2025.

K. A. R. Permatasari and P. P. Prawitasari, “Pengaruh social media marketing, influencer, dan online customer review terhadap keputusan menginap di Hotel The Kayon Resort,” Jurnal Bina Bangsa Ekonomika, vol. 18, no. 1, pp. 804–810, 2025, doi: 10.46306/jbbe.v8i2.760.

I. K. M. Putra, N. P. N. Anggraini, and I. W. G. A. S. Jodi, “Pengaruh social media marketing, online customer review dan persepsi harga terhadap keputusan tamu untuk menginap pada Hotel Ijo Echo Lodge,” EMAS: Jurnal Ekonomi, Manajemen dan Bisnis, vol. 5, no. 3, pp. 41–54, 2024, doi: 10.36733/emas.v5i3.9994.

R. Ladhari and M. Michaud, “eWOM effects on hotel booking intentions, attitudes, trust, and website perceptions,” International Journal of Hospitality Management, vol. 46, pp. 36–45, 2015, doi: 10.1016/j.ijhm.2015.01.010.

G. Appel, L. Grewal, R. Hadi, and A. T. Stephen, “The future of social media in marketing,” Journal of the Academy of Marketing Science, vol. 48, no. 1, pp. 79–95, 2020, doi: 10.1007/s11747-019-00695-1.

P. M. Podsakoff, S. B. MacKenzie, J.-Y. Lee, and N. P. Podsakoff, “Common method biases in behavioral research: A critical review of the literature and recommended remedies,” Journal of Applied Psychology, vol. 88, no. 5, pp. 879–903, 2003, doi: 10.1037/0021-9010.88.5.879.