Pipinuri, Danarsih (2025) Implementasi Social Media Marketing Activity terhadap Brand Awareness pada Dream of Aventus Hotel Kuta – Bali. Undergraduate thesis, Politeknik Negeri Bali.

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Abstract

This study aims to examine the implementation of social media marketing activities and their support for brand awareness at Dream of Aventus Hotel Kuta. The research uses a qualitative descriptive approach, involving eight informants selected purposively as primary data sources. The study focuses on the implementation of social media marketing activities, which consist of five dimensions (Entertainment, Interaction, Trendiness, Customization, and Word of Mouth), and their influence on brand awareness, which includes four dimensions (Top of Mind, Brand Recall, Brand Recognition, and Brand Knowledge).The results show that the implementation of social media marketing activities is carried out through five main strategies: Entertainment – through visual storytelling that highlights the uniqueness of the marble interior and indoor swimming pool; Interaction – using Q&A features, polls, and consistent response times; Trendiness – by conducting monthly trend research while maintaining brand identity; Customization – content tailored for family segments and business travelers; Word of Mouth – via collaborations with local influencers and user-generated content.The implementation has been effective, despite challenges such as the transition from a 3-star to a 5-star hotel and limited resources for social media management. Dream of Aventus Hotel Kuta’s social media marketing activities have successfully contributed to brand awareness through five integrated approaches: Consistent visual content and storytelling that establish top-of-mind awareness, with the marble interior and indoor pool as key differentiators; Responsive interactive dialogue that builds brand recall and deepens brand knowledge; Adapting current trends to maintain relevance and visibility; Personalized content based on market segments to enhance brand message resonance; and Word of mouth programs that expand organic reach and boost credibility through third-party validation. This integrated strategy has enabled the hotel, which only began operating in December 2022, to build strong brand awareness in a competitive market.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Social Media Marketing Activity, Brand Awareness, Engagement Rate, Marketing Communication Department, Sales and Marketing Department
Subjects: Ilmu Sosial Humaniora > Ilmu Sosial
Divisions: Jurusan Pariwisata > Prodi D4 Manajemen Bisnis Pariwisata > Skripsi
Depositing User: Danarsih Pipinuri
Date Deposited: 27 Aug 2025 04:21
Last Modified: 27 Aug 2025 04:21
URI: https://repository.pnb.ac.id/id/eprint/17087

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