The Influence of Digital Marketing on Tourists’ Decision with Brand Image as an Intervening Variable (A Study at a Hotel in Bali)

Main objective of this investigation was to evaluate and study how digital marketing affects the brand image of a hotel in Bali. Additionally, it aimed to obtain insight of how the brand image, in turn, affects the decisions made by tourists staying at the same hotel. Furthermore, the research delved into the potential impact of digital advertising on travelers’ judgments at the resort by examining whether the brand image serves as a mediator in this process. Three categories of variables were utilized, and validity tests were conducted via SPSS program. An element is regarded as valid if its correlation (r) is equal to or greater than 0.30; values below this threshold are seen as invalid and can be eliminated. Reliability was assessed by examining a Cronbach alpha value that exceeded 0.6. To summarize, the findings suggest that digital marketing has a substantial and positive influence on the brand image. In summary, the results indicate that digital marketing has a substantial and convinced impact on the brand image. However, digital marketing does not completely influence tourists’ decisions. On the other hand, the brand image does have a positive influence on tourists’ decisions. Indirectly, digital marketing does not affect tourists’ decisions positively through the brand image, as the brand image does not mediate the relationship between digital marketing and tourists’ decisions.