TA DIGITAL
Pengaruh Social Media Marketing Instagram Terhadap Kesadaran Merek Pada Hotel Bintang Lima Grand Candi Semarang = The Influence Of Social Media Marketing Instagram On The Brand Awareness Of Five Star Grand Candi Hotel Semarang
Grand Candi Hotel Semarang is one of the 5-star convention hotels in the hospitality industry of Semarang region. This hotel had experienced a decline in sales in 2022 and began to increase it until now. So that Grand Candi Hotel Semarang increases social media marketing Instagram to find its own charm by the surrounding community and Instagram social media users. The purpose of this study was to determine the influence of social media marketing Instagram on the brand awareness of Grand Candi Hotel Semarang. The data collection method used was interviews, literature studies, and questionnaires that were distributed to 100 respondents with a sampling method, namely purposive sampling. Data analysis methods include validity tests, reliability tests, classical assumption tests, T tests, and coefficients of determination. The result of this study is that if the social media marketing Instagram strategy is successful, the engagement rate from the use of Instagram to increase brand awareness of the Grand Candi Hotel Semarang will increase. Because social media marketing Instagram variables has any affect to brand awareness.
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