The Influence of Instagram Social Media Marketing on Brand Awareness at Fairfield by Marriott Bali Legian
DOI:
https://doi.org/10.55927/wakatobi.v4i1.64Keywords:
Social Media Marketing, Instagram, Brand Awareness, Fairfield by Marriott, HospitalityAbstract
This study aims to analyze and describe Instagram social media marketing on brand awareness of potential customers at Fairfield by Marriott Bali Legian. This study was conducted by reviewing the effectiveness of the content and distribution questionnaires in measuring marketing influence. One hundred Instagram users who are active participants in the survey provided the quantitative data. The period from January to June 2025 saw the execution of these activities. The data demonstrate that Instagram social media marketing efforts successfully raise brand recognition and recall, accounting for 54.1% of the variation in brand awareness. In the highly competitive hospitality industry, targeted and interactive content plays a crucial role in raising brand recognition.
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