Utilization of Social Media Platform in Increasing Brand Awareness at Meliá Purosani Hotel Yogyakarta

Rinarta, Nabila Zahra Putri and Triyuni, Ni Nyoman and Sudiarta, Made (2023) Utilization of Social Media Platform in Increasing Brand Awareness at Meliá Purosani Hotel Yogyakarta. Undergraduate thesis, Politeknik Negeri Bali.

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Abstract

This study focuses on utilization of the use of social media in increasing brand awareness which is implemented at the Meliá Purosani Hotel, Yogyakarta. In utilizing social media platforms, Hotel Meliá Purosani Yogyakarta aims to increase brand awareness of the hotel itself in wider circles by showing the hotel's existence on social media through uploading interesting content, collaborating with Key Opinion Leaders or Influencers, following social media trends present time. This study aims to analyze how the utilization of social media platforms in increasing brand awareness and analyze how the use of social media can increase brand awareness. In this study there are two analyzes to answer the two research objectives, namely qualitative and quantitative. The data were analyzed using simple linear regression in the SPSS version 20 program. The data analyzed were obtained from 100 respondents. The results showed that the two research variables had a positive and perfect relationship with a significance value of 0.846. On the results of the regression test, the coefficient or regression value is 1.246, meaning that the Social Media variable has a positive relationship to Brand Awareness because there is no negative sign in front of the regression coefficient value. This means that if the social media variable increases, brand awareness will increase by 1,246 units. The results of the T-test show that the calculated t value is 15.739 with a significance of 0.000, while the t table value is 1.98447. Based on the results of the T-test, it was obtained t-count 15.739 > t-table 1.98447 and a significance of 0.000 <0.05, then H0 was rejected and H1 was accepted. Then there is a significant positive influence of the Social Media variable on the Brand Awareness variable. To be able to increase the influence of social media on brand awareness, hotels need to evaluate the efforts that have been made, one of which is on the interaction indicator because the results of the respondent's data, this indicator has a lower average compared to other social media indicators.

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