Maharani, Kadek Adelia Purnama (2025) Pengaruh Iklan Instagram Reels dan Electronic Word of Mouth terhadap Peningkatan Brand Awareness Layanan Indibiz pada Telkom Daerah Ubung. Undergraduate thesis, Politeknik Negeri Bali.

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Abstract

The focus of this research is to examine the effect of Instagram Reels advertisements and electronic word of mouth (e-WOM) on increasing brand awareness of Indibiz services in the Ubung Telkom Area. The independent variables in this research are Instagram Reels advertisements and electronic word of mouth (e-WOM), while the dependent variable is brand awareness. The population in this research is the target market for Indibiz services. The sample was determined using the Lemeshow formula, because the population size was unknown, the sample was determined using random and purposive sampling with several characteristics, the sample in this research consisted of 96 respondents. This research used primary data as the main source of information collected through questionnaires distributed via Google Forms. This is a quantitative research. In this research, the data was analyzed using multiple linear regression technicues with the support of SPSS (Statistical Product and Service Solutions) software. The findings of this research indicate that influence brand awareness. Partially, the variables of instagram reels advertising and electronic word of mouth (e-WOM) also affect brand awareness.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Instagram Reels Ads, Electronic Word of Mouth (e-WOM), Brand Awareness
Subjects: Ilmu Sosial Humaniora > Ilmu Sosial
Divisions: Jurusan Administrasi Bisnis > Prodi D4 Manajemen Bisnis Internasional > Skripsi
Depositing User: Kadek Adelia Purnama Maharani
Date Deposited: 30 Aug 2025 10:48
Last Modified: 30 Aug 2025 10:48
URI: https://repository.pnb.ac.id/id/eprint/18506

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