Application of Digital Marketing in Increasing Brand Awareness With The Concept of Aida at Movenpick Resort & Spa Jimbaran Bali

Trisnayanti, Ni Made Ary and Sudiarta, Made and Puspita, Ni Putu Lianda Ayu (2022) Application of Digital Marketing in Increasing Brand Awareness With The Concept of Aida at Movenpick Resort & Spa Jimbaran Bali. Repositori Politeknik Negeri Bali.

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Abstract

This research was conducted with the aim of identifying the application of digital marketing and analysing application of digital marketing in increasing brand awareness at Movenpick Resort & Spa Jimbaran Bali. The theoretical basis in this study uses relevant theories, namely digital marketing and brand awareness. The data collection was using observation, documentation, literature study and interviews which were processed using qualitative descriptive analysis techniques used to measure how well the implementation of digital marketing has been and to analyse brand awareness of application of digital marketing that has been carried out. Results of this study states that the application of the AIDA concept (attention, interest, desire, action) is very important and has been carried out well by the marketing team at Movenpick Resort & Spa Jimbaran Bali. The creation of interesting content and implementation of collaborations are carried out with parties who are well known to the public such as influencers, celebrities, media and banks. In line with this, the increase in the number of followers, engagements, reach, and impressions has developed very well where there is always an increase in the number of people who respond on Movenpick Resort & Spa Jimbaran Bali's Facebook and Instagram accounts every month.

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