The Application of Social Media Instagram in Increasing Brand Awareness at The Westin Resort and Spa Ubud, Bali

Pradipta, I Agus Rama and Mataram, I Gusti Agung Bagus and Astawa, I Ketut (2023) The Application of Social Media Instagram in Increasing Brand Awareness at The Westin Resort and Spa Ubud, Bali. Undergraduate thesis, Politeknik Negeri Bali.

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Abstract

In the development of the digital era, Instagram social media is not only used to express themselves and socialize in cyberspace, but can also be used by some people for marketing campaigns to promote their business which is also done by The Westin Resort and Spa Ubud, Bali. This study aims to determine the position of brand awareness of The Westin Resort and Spa Ubud, Bali through Instagram social media and to analyze the application of Instagram social media in increasing brand awareness of The Westin Resort and Spa Ubud, Bali. The sample selection was 100 respondents using simple random sampling technique. Data collection used were questionnaires which distributed to respondents. The data analysis technique used in this research is quantitative analysis technique which consists of data quality test, correlation test, classical assumption test, simple linear regression test, T test, coefficient of determination test and brand awareness level analysis. The results showed that The Westin Resort and Spa Ubud, Bali is in the Top of Mind position with a score of 4.50 which is in the range of 4.21 - 5.00 in the categorization of brand awareness level and Instagram social media has a positive and significant influence on brand awareness at The Westin Resort and Spa Ubud, Bali. Which is the variance of influence from social media Instagram on brand awareness is 51.3% while 48.7% is influenced by other variables outside of this research.

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