LEADER USAGE TO BRAND AWARENESS DIGITALLY AT HOTEL X, BALI

Milenia, Saraswati (2023) LEADER USAGE TO BRAND AWARENESS DIGITALLY AT HOTEL X, BALI. D4 thesis, Poltekpar NHI Bandung.

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Abstract

The hospitality industry has a massive potential to move ahead dealing with digital marketing that effect globaly. The product and service can be promoted through social media, one of the commonly used in social media is Instagram. The pandemic and technology development support hotel to start again, keep, and upgrade their marketing strategy. One of them is Key Opinion Leader usage through social media Instagram. This could be an opportunity to developing Hotel X, Bali’s brand awareness especially after pandemic of Covid-19. This study use quantitative research methodology with descriptive approach. Use three kind of data analytics, descriptive statistics test, rank spearman correlation test, and coefficient of determination test. In this research, the Key Opinion Leader usage is variable X (Independent Variable) and brand awareness digitally is variable Y (Dependent Variable).

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