The Implementation of Social Media Channel Instagram in Increasing Brand Awareness at Alila Ubud

Widiani, Ni Kadek Ari (2024) The Implementation of Social Media Channel Instagram in Increasing Brand Awareness at Alila Ubud. Undergraduate thesis, Politeknik Negeri Bali.

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Abstract

This research aims to find out the brand awareness position of Alila Ubud through social media channel Instagram and analyse the Implementation of Social Media Channel Instagram in increasing Brand Awareness at Alila Ubud. This type of research is a mix method with 100 respondents and involves 1 informant. The data collection method used in this research is by conducting observations, distributing questionnaires and interviews. The population of this study were followers of Alila Ubud Instagram social media account, with a purposive random sampling technique. The data analysis techniques used in this research are quantitative analysis techniques and descriptive qualitative analysis consisting of data quality tests, correlation tests, classical assumption tests, partial tests, determination coefficient tests, and brand awareness level analysis. The results of this research indicate that Alila Ubud is in the Top-of-Mind position with a score of 4.60 which is in the range of 4.21 - 5.00, the social media channel Instagram has a strong relationship with the correlation test results of 0.745, which shows a positive and significant influence on brand awareness. The value of the coefficient of determination is 0.55, which means that the implementation of Instagram social media contributes 55%, which has a high or strong influence in increasing brand awareness at Alila Ubud. While 45% is influenced by other variables outside this research.

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