The Implementation of Meta Ads in Increasing Brand Awareness at Renaissance Bali Uluwatu Resort & Spa

Perangin-Angin, Talenta Rafael Hazaya (2025) The Implementation of Meta Ads in Increasing Brand Awareness at Renaissance Bali Uluwatu Resort & Spa. Undergraduate thesis, Politeknik Negeri Bali.

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Abstract

This study analyzes the implementation of Meta Ads in increasing brand awareness at Renaissance Bali Uluwatu Resort & Spa. Data collection involved interviews with digital marketing staff, participatory observation, documentation, and questionnaires distributed to 100 respondents. The research applies both qualitative and quantitative analysis. Findings reveal that Meta Ads are implemented through strategic audience targeting based on hotel intelligence, flexible budget allocation, brand-aligned content creation, platform-specific ad placements, and selective use of engagement metrics. Statistical analysis shows a very strong positive correlation between Meta Ads and brand awareness (R = 0.920), with the coefficient of determination (R²) at 84.6%. This indicates that Meta Ads significantly influence brand awareness, while the remaining 15.4% is attributed to other factors. The t-test results further confirm a significant and positive impact of Meta Ads on brand awareness. The study concludes that the implementation of Meta Ads plays a crucial role in reinforcing the resort’s visibility and recognition among its target audience. It is recommended that the resort’s digital marketing staff enhance measurement practices by adopting more advanced tools for tracking long-term brand recall. Future research may explore other influencing variables, such as cross-platform advertising, user-generated content, or comparative studies across hospitality brands.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Meta Ads, Brand Awareness, Digital Marketing, Renaissance Bali Uluwatu Resort & Spa
Subjects:	Ilmu Sosial Humaniora > Ilmu Sosial
Divisions:	Jurusan Pariwisata > Prodi D4 Manajemen Bisnis Pariwisata > Skripsi
Depositing User:	Talenta Rafael Hazaya Perangin-angin
Date Deposited:	12 Aug 2025 04:59
Last Modified:	12 Aug 2025 04:59
URI:	https://repository.pnb.ac.id/id/eprint/16065

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