The Effectiveness of Contents on Instagram and Facebook to Drive Brand Awareness at Sthala Ubud Bali
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Institusion
Politeknik Negeri Bali
Author
Sari, Ni Kadek Rahmika
Subject
Ilmu Sosial Humaniora
Datestamp
2024-08-15 05:40:01
Abstract :
This study goals to analyze the effectiveness of contents and the impact of the use of Instagram and Facebook to increase brand awareness at Sthala Ubud Bali. The object of this study is contents that uploaded on Instagram and Facebook accounts Sthala Ubud Bali. Simple random sampling is used in this study as a sampling method with Slovin formula and obtained the results of 200 respondents who were followers of Instagram and Facebook Sthala Ubud Bali. The data was analyzed using multiple linear regression in the SPSS program version 24 which showed that contents on Instagram and Facebook had a positive effect simultaneously on increasing brand awareness in Sthala Ubud Bali by 36,604 greater than the F-table 3,090 with a significance value of 0.000 less than 0.10. In the results of the t-test that has been carried out, contents on Instagram has a positive and significant effect on brand awareness at Sthala Ubud Bali by 7,822 greater than the t table of 1,661 with a significance value of 0.000. Contents on Facebook has a significant effect on brand awareness at Sthala Ubud Bali by 1,880 greater than t table 1,661 with a significant value of 0.063 less than 0.10. Which means that contents on Instagram and Facebook has a positive and significant effect to increase brand awareness at Sthala Ubud Bali.
This study goals to analyze the effectiveness of contents and the impact of the use of Instagram and Facebook to increase brand awareness at Sthala Ubud Bali. The object of this study is contents that uploaded on Instagram and Facebook accounts Sthala Ubud Bali. Simple random sampling is used in this study as a sampling method with Slovin formula and obtained the results of 200 respondents who were followers of Instagram and Facebook Sthala Ubud Bali. The data was analyzed using multiple linear regression in the SPSS program version 24 which showed that contents on Instagram and Facebook had a positive effect simultaneously on increasing brand awareness in Sthala Ubud Bali by 36,604 greater than the F-table 3,090 with a significance value of 0.000 less than 0.10. In the results of the t-test that has been carried out, contents on Instagram has a positive and significant effect on brand awareness at Sthala Ubud Bali by 7,822 greater than the t table of 1,661 with a significance value of 0.000. Contents on Facebook has a significant effect on brand awareness at Sthala Ubud Bali by 1,880 greater than t table 1,661 with a significant value of 0.063 less than 0.10. Which means that contents on Instagram and Facebook has a positive and significant effect to increase brand awareness at Sthala Ubud Bali.
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