The Influence of Hotel Brand Advertising through Digital Media on Consumer Decision-Making Perception

Abstract

This study aims to examine the influence of digital hotel brand advertising perception on consumers’ decision-making behavior by integrating the framework of Integrated Marketing Communication (IMC) with concepts of consumer perception and symbolic meaning construction of brands. The study seeks to explain the mechanism through which brand identity and value are communicated via digital media. A quantitative research methodology was employed, collecting data from 331 respondents through a structured questionnaire. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that digital hotel brand advertising perception has a statistically significant positive effect on consumer decision-making behavior across all dimensions, including brand image (β = 0.732), brand identity (β = 0.710), perceived value (β = 0.685), emotional response to advertising stimuli (β = 0.663), and advertisement recall (β = 0.544). All hypotheses were supported at a significance level of p < 0.001. These findings indicate that consumers’ perception of hotel brand advertising through digital media is an important factor influencing their decision to use hotel services, particularly in terms of brand image and brand identity. Therefore, hotel operators should emphasize the design of digital advertising content that effectively builds brand image, communicates brand identity, and creates value aligned with consumer perceptions in order to support consumers’ decisions to use hotel services in the digital era.