The Impact of Instagram Marketing in Building Brand Awareness of Desa Wisata Tista

Darmawan, Dewa Gede Satrya (2025) The Impact of Instagram Marketing in Building Brand Awareness of Desa Wisata Tista. Undergraduate thesis, Politeknik Negeri Bali.

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Abstract

This study focuses on the impact of Instagram marketing on brand awareness. The research was conducted at Desa Wisata Tista to analyze the impact of Instagram in enhancing brand awareness at Desa Wisata Tista. This type of research is a mixed-method study with 97 respondents and involves one informant. The data collection methods used in this study include observation, distribution of questionnaires, and interviews. The sample for this study consists of "Instagram users who have seen marketing activities (watching content, commenting, or liking posts @desawisata_tista)," using a purposive sampling technique. This study employs simple linear regression as the data analysis technique and interviews with the Operator of Desa Wisata Tista. The results of the study show that social media marketing has a positive and significant effect on brand awareness. The results of the simple linear regression test are Y = 18.450 + 0.240X. This means that the constant score of 18.450 represents the baseline score of brand awareness, while the score for the social media marketing variable is 0.240. This indicates that for every 1-unit increase in social media marketing, brand awareness will increase by 0.240. Based on the t-score result of 6.212, which is greater than the t-table score of 1.985, H0 is rejected. Therefore, it can be concluded that social media marketing (X) has a significant effect on brand awareness (Y) at Desa Wisata Tista. The coefficient of determination is 28.1%, which means that the implementation of social media marketing contributes to increasing brand awareness, while the remaining 71.9% is influenced by other factors not studied in this research.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Marketing, Social Media, Instagram, Brand Awareness, Desa Wisata
Subjects:	Ilmu Sosial Humaniora > Ilmu Sosial
Divisions:	Jurusan Pariwisata > Prodi D4 Manajemen Bisnis Pariwisata > Skripsi
Depositing User:	Dewa Gede Satrya Darmawan
Date Deposited:	27 Aug 2025 08:52
Last Modified:	27 Aug 2025 08:52
URI:	https://repository.pnb.ac.id/id/eprint/17670

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