The Usage of Social Media Instagram Towards Brand Awareness of Wyndham OPI Hotel Palembang During the Pandemic Era

DOI

10.2991/aebmr.k.211223.013How to use a DOI?

Keywords

social media; brand awareness

Abstract

Indonesia is a country with a very dense population. Entering the era of information communication technology, everything moves faster, information and conversations can be carried out without being limited due to the rapid development of information communication technology. From a business perspective, marketing through social media has offered a variety of new opportunities for companies to promote their brands, products, and services. In the hospitality business, many hotels and restaurants have adapted social media marketing as one of their marketing tools for brand awareness. The use of digitalization is felt by the management of Wyndham Opi Hotel who plays an active role in promoting products and services using Instagram, Facebook or through the website. This research is quantitative, involving 100 respondents who were taken randomly as research samples. The data used are primary data obtained through questionnaires. Analyzer using Simple Linear Regression. The results of the study indicate that the use of Instagram social media has a significant effect on brand awareness at Wyndham Opi Hotel.

Copyright

© 2021 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Enos Julvirta
AU  - Mustika Permatasari
AU  - L. Suhairi
PY  - 2021
DA  - 2021/12/24
TI  - The Usage of Social Media Instagram Towards Brand Awareness of Wyndham OPI Hotel Palembang During the Pandemic Era
BT  - Proceedings of the Palembang Tourism Forum 2021 (PTF 2021)
PB  - Atlantis Press
SP  - 92
EP  - 99
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.211223.013
DO  - 10.2991/aebmr.k.211223.013
ID  - Julvirta2021
ER  -