Pengaruh Social Media Marketing Instagram Terhadap Brand Awareness Hotel Pan Pacific Jakarta

ABSTRACT
This study investigates the influences of Instagram-based social media marketing on the brand awareness of Pan Pacific Jakarta. Using a quantitative descriptive approach, data were collected from 157 active Instagram users living in Jakarta through questionnaires. The independent variable is social media marketing (entertainment, interaction, trendiness, customizations), while the dependent variable is brand awareness (recognition, recall, choice, top of mind). Analysis with SPSS shows that Pan Pacific Jakarta’s social media marketing is rated very good, and brand awareness among residents is high. A positive and significant but low correlation was found between social media marketing and brand awareness (r = 0,222; p = 0,005), indicating social media plays a role in building brand awareness, though other factors also influence consumer perception.

ABSTRAK
Penelitian ini menganalisis pengaruh Social Media Marketing melalui Instagram terhadap brand awareness Hotel Pan Pacific Jakarta. Metode yang digunakan adalah kuantitatif deskriptif dengan pengumpulan data melalui kuesioner kepada 157 pengguna aktif Instagram yang berdomisili di Jakarta. Variabel independen meliputi Social Media Marketing (entertainment, interaction, trendiness, customization), sedangkan variabel dependen adalah brand awareness (recognition, recall, choice, top of mind). Analisis menggunakan SPSS menunjukkan pemanfaatan social media marketing Pan Pacific Jakarta berada pada kategori sangat baik, dengan tingkat brand awareness reponden yang tinggi. Uji korelasi rank Spearman menunjukkan adanya hubungan positif dan signifikan namun lemah antara social media marketing dan brand awareness (r = 0,222; p = 0,005). Hasil ini mengindikasikan media sosial berperan dalam membangun brand awareness, meskipun terdapat faktor lain yang juga mempengaruhi persepsi konsumen.