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All Journal Journal of Economic, Bussines and Accounting (COSTING) Jurnal Bisnis dan Kewirausahaan Bhakti Persada Jurnal Aplikasi IPTEKS SOSHUM : Jurnal Sosial dan Humaniora [Journal of Social Sciences and Humanities] Dharma: Jurnal Pengabdian Masyarakat Priviet Social Sciences Journal
Suryathi, Wayan
Politeknik Negeri Bali
Humanities Economics, Econometrics & Finance Education Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences

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The effects of Instagram ads and Facebook ads on brand awareness at Sthala, a Tribute Portfolio Hotel, Ubud, Bali I Putu Weda Wiguna; Kadek Jemmy Waciko; Wayan Suryathi
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.v6i7.2040

Abstract

This study examines how perceived Instagram Ads and Facebook Ads exposure is associated with brand awareness of Sthala, a Tribute Portfolio Hotel, Ubud, Bali. A cross-sectional quantitative survey was conducted with 100 active Instagram and Facebook users selected through purposive sampling. Exposure was treated as respondents' self-reported recognition of the hotel's official promotional content rather than as platform-verified impressions. The questionnaire measured Instagram Ads, Facebook Ads, and brand awareness using five-point Likert items. The data were analyzed using validity and reliability tests, classical-assumption diagnostics, multiple linear regression, t-tests, an F-test, and the coefficient of determination. Instagram Ads showed a positive association with brand awareness (B = 0.372, β = 0.504, t = 6.092, p < .001), while Facebook Ads also showed a positive association (B = 0.297, β = 0.368, t = 4.444, p < .001). The model was significant, F(2, 97) = 85.975, p < .001, and explained 63.9% of the variance in brand awareness (R² = .639; adjusted R² = .632). Instagram Ads had the stronger standardized association. The study contributes a platform-specific comparison in a post-pandemic Bali hospitality setting and shows that visually oriented Instagram advertising and information-rich Facebook advertising can play complementary roles in strengthening hotel brand awareness. Because the study used cross-sectional self-report data from one hotel, the findings should be interpreted as associations rather than definitive causal effects.
Co-Authors Andes Goutama Gede Pradiva Adiningrat I Gede Nyoman Suta Waisnawa I Ketut Muderana I Komang Mahayana Putra I Nyoman Sukayasa I Putu Weda Wiguna I Wayan Sukarta Ida Bagus Putu Suamba Kadek Eni Marhaeni Kadek Jemmy Waciko Ketut Suciani Ketut Vini Elfarosa Lioni Indrayani Ni Ketut Masih Ni Ketut Sukasih Ni Wayan Wahyu Astuti