Pengaruh Influencer Terhadap Brand Awareness di Hotel Wyndham Casablanca Jakarta

ABSTRACT
The background of the research is based on the growing trend of digital marketing, where Influencers are considered effective in increasing consumer interest and Brand awareness, particularly among Millennials and Gen Z. This research uses a quantitative approach with survey techniques through questionnaires distributed to 100 respondents. The data were analyzed using t-tests and correlation analysis with the assistance of SPSS version 30. The results show that the t-value of 8.366 is greater than the t-table value of 1.984 at a 5% significance level, indicating a significant influence between Influencers and Brand awareness. Therefore, it can be concluded that Influencers play an important role in strengthening the Brand awareness of Hotel Wyndham Casablanca Jakarta through appealing visual content and personal credibility that effectively influence consumer perceptions.
Keywords: Influencer, Brand awareness, Hotel, Social Media, Digital Marketing

ABSTRAK
Latar belakang penelitian ini didasarkan pada tren digital marketing yang semakin berkembang, di mana penggunaan Influencer dinilai mampu meningkatkan daya tarik serta kesadaran merek (Brand awareness) di benak konsumen, khususnya di kalangan generasi milenial dan Gen Z. Metode yang digunakan adalah pendekatan kuantitatif dengan teknik survei menggunakan kuesioner terhadap 100 responden. Data dianalisis menggunakan uji t dan analisis korelasi dengan bantuan SPSS versi 30.Hasil penelitian menunjukkan bahwa nilai t-hitung sebesar 8,366 lebih besar dari t-tabel sebesar 1,984 pada tingkat signifikansi 5%, yang berarti terdapat pengaruh signifikan antara Influencer terhadap Brand awareness. Dengan demikian, dapat disimpulkan bahwa Influencer berperan penting dalam memperkuat Brand awareness Hotel Wyndham Casablanca Jakarta melalui konten visual yang menarik dan kredibilitas personal yang mampu memengaruhi persepsi konsumen.
Kata kunci: Influencer, Brand awareness, Hotel, Media Sosial, Pemasaran Digital