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All Journal International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET) Priviet Social Sciences Journal
Nyoman Indah Kusuma Dewi
Bali State Polytechnic
Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Economics, Econometrics & Finance Education Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences

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Content marketing and social media marketing as predictors of OZ Radio Bali brand awareness Ni Kadek Dwi Sri Rahayu; Nyoman Indah Kusuma Dewi; Ni Putu Maha Lina
Priviet Social Sciences Journal Vol. 6 No. 7 (2026): July 2026
Publisher : Privietlab

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55942/pssj.v6i7.1963

Abstract

This inquiry provides an empirical assessment regarding how content marketing and social media marketing predict the brand awareness of OZ Radio Bali, particularly as contemporary youth audiences increasingly pivot toward digital alternatives. Operating within a quantitative cross-sectional explanatory survey design, this study focused on a population consisting of active TikTok followers of OZ Radio Bali. Utilizing Cochran's formulation alongside a convenience sampling approach, a total of 96 respondents were selected. Primary data gathered through validated online instruments using a Likert-scale design were subsequently evaluated via multiple linear regression analyses implemented within the SPSS environment. The derived statistical metrics reveal that, on a partial basis, content marketing (t = 9.303; p < 0.001) and social media marketing (t = 8.307; p < 0.001) are positively and significantly associated with brand awareness. When evaluated simultaneously, these joint independent predictors establish a significant relationship with brand awareness (F = 130.114; p < 0.001). Furthermore, an R² value of 0.737 demonstrates that this specific regression framework successfully explains 73.7% of the total variance observed in brand awareness, whereas the residual 26.3% stems from unobserved exogenous factors. Ultimately, cultivating a deliberate operational harmony between relevant audio-visual production and responsive digital community interactions remains paramount to preserving institutional visibility within the current media convergence landscape. Keywords: content marketing; social media; brand awareness; radio
THE INFLUENCE OF ONLINE GUEST REVIEWS AND BRAND IMAGE ON THE TRIPADVISOR PLATFORM ON GUESTS' DECISIONS TO STAY AT THE TRANS RESORT BALI Ni Komang Ayu Diah Arpany Jingga; Nyoman Indah Kusuma Dewi; Lily Marheni
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 5 No. 9 (2026): AUGUST
Publisher : RADJA PUBLIKA

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Abstract

This study aims to analyze the influence of Online Guest Reviews and Brand Image on the Tripadvisor platform on guests' Stay Decisions at The Trans Resort Bali. This research employed a quantitative approach using a purposive sampling technique involving 100 respondents who had read reviews on Tripadvisor and stayed at The Trans Resort Bali. Data were collected through a questionnaire and analyzed using multiple linear regression with IBM SPSS Statistics version 27. The results indicate that, partially, Online Guest Reviews do not have a significant effect on Stay Decisions, with a significance value of 0.062 (>0.05). In contrast, Brand Image has a positive and significant effect on Stay Decisions, with a significance value of <0.001 (<0.05). Simultaneously, Online Guest Reviews and Brand Image have a significant effect on Stay Decisions, with a significance value of <0.001 (<0.05). The Adjusted R Square value of 0.209 indicates that these two variables explain 20.9% of the variance in Stay Decisions, while the remaining 79.1% is explained by other factors beyond the scope of this study. This study recommends that The Trans Resort Bali continue strengthening its Brand Image while optimizing the management of Online Guest Reviews as part of its marketing strategy. Keywords: Online Guest Review, Brand Image, Stay Decision.
Co-Authors Lily Marheni Ni Kadek Dwi Sri Rahayu Ni Komang Ayu Diah Arpany Jingga Ni Putu Maha Lina