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October 15, 2025Indonesian Journal of Advanced Research

The Role of Social Media as a Digital Marketing Strategy for Hotels in Yogyakarta (Case Study at Sahid Raya Hotel & Convention Center)

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Authors

APAgus PurnomoBSBudi Setiawan

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Overview

Qualitative analysis reveals social media enhances brand awareness for hotels in Yogyakarta, suggesting tailored strategies for diverse audiences.

Key Points

  • Social media marketing strategies significantly improve hotel performance in Yogyakarta, particularly through Instagram and TikTok.
  • Instagram is crucial for building visual identity, attracting aesthetically-driven travelers, while TikTok reaches younger audiences effectively.
  • Qualitative analysis includes engagement metrics like likes and comments, based on insights from hotel managers and guest surveys.
  • Enhanced brand image and guest relationships stem from effectively utilizing social media platforms in marketing efforts.

Cite This Study

Purnomo et al. (2025) studied this question.

synapsesocial.com/papers/68f01110f081da0584b567b6https://doi.org/10.55927/ijar.v4i9.15420
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