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This Author published in this journals
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] Jurnal Riset Bisnis dan Manajemen 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.
THE MARKETING EFFECTIVENESS IN START-UP BUSINESS: A SYSTEMATIC LITERATURE REVIEW FROM 1973-2023 Cucu Hodijah; Eka Hendrayani; Miska Tarigan; Ghalib Suprianto; Wayan Suryathi
Jurnal Riset Bisnis dan Manajemen Vol. 17 No. 2 (2024): August Edition
Publisher : Faculty of Economic and Business, University of Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jrbm.v17i2.13865

Abstract

In today's rapidly evolving business environment, understanding dynamic marketing effectiveness is essential for startups. This study explores how flexible marketing strategies can adapt to technological advancements, shifting consumer behaviors, and global market changes. A systematic literature review of 740 scholarly articles identified 35 relevant studies. These articles address various facets of marketing effectiveness, including technology integration, strategic learning, social media use, and internationalization. The findings provide startups with practical guidance on enhancing marketing effectiveness by adopting innovative technologies and aligning with market trends. This study serves as a valuable resource for entrepreneurs and marketers, offering actionable insights into successful marketing strategies in a dynamic business landscape.
Co-Authors Andes Goutama Cucu Hodijah Eka Hendrayani Gede Pradiva Adiningrat Ghalib Suprianto 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 Tarigan, Miska Irani