The Influence of Content Marketing Through Instagram Social Media on Customer Engagement at Nusa Dua Beach Hotel & Spa – Handwritten Collection | Indonesian Journal of Tourism and Hospitality Management

Authors

Ni Nyoman Ayu Darmini Politeknik Pariwisata Bali
Putu Diah Sastri Pitanatri Politeknik Pariwisata Bali
Nyoman Gede Mas Wiartha Politeknik Pariwisata Bali

DOI:

https://doi.org/10.55927/wakatobi.v4i1.62

Keywords:

Content marketing, Customer engagement, Instagram

Abstract

This study investigates the impact of five content marketing variables, namely reader cognition, sharing motivation, persuasion, decision making, and other life factors, on customer engagement through Instagram at Nusa Dua Beach Hotel and Spa under the Handwritten Collection brand. The research was conducted from December 2024 to March 2025 using a quantitative method with Likert-scale questionnaires distributed to 100 purposively selected Instagram followers. Data were analyzed using SPSS version 26. Results showed that reader cognition, decision making, and other life factors significantly affected customer engagement, while sharing motivation and persuasion did not. Simultaneously, all variables had a significant influence, with an Adjusted R² of 64.1%, indicating the importance of audience-centered content strategies in digital marketing.

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