<![CDATA[This study aims to analyse the influence of optimizing the use of the Instagram social media account @sindu_dwarawati on brand awareness at Sindu Dwarawati Turtle Conservation. The study was motivated by the importance of social media as a marketing communication tool to increase public awareness of conservation-based tourism destinations. This research employed a quantitative approach, with data collected through questionnaires distributed to 100 respondents who followed the @sindu_dwarawati Instagram account. The data were analysed using descriptive analysis, validity testing, reliability testing, simple linear regression analysis, and hypothesis testing (t-test). The results indicate that both the Instagram social media optimization variable and the brand awareness variable fall into the moderate category. All questionnaire items were found to be valid and reliable, with Cronbach's Alpha values of 0.915 for the Instagram social media optimization variable and 0.891 for the brand awareness variable. The simple linear regression analysis produced the equation Y = 3.667 + 0.745X, indicating that optimizing the use of Instagram has a positive effect on brand awareness. Furthermore, the hypothesis test yielded a significance value of 0.000 (< 0.05), confirming that the proposed hypothesis was accepted. These findings demonstrate that the more effectively Instagram is utilized, the higher the level of brand awareness of Sindu Dwarawati Turtle Conservation. Therefore, Instagram management should be continuously optimized through well-planned, consistent, and interactive content strategies to further enhance public awareness of the conservation area. Keywords: instagram optimization, social media marketing, brand awareness, turtle conservation, tourism promotion Abstrak - Penelitian ini bertujuan untuk menganalisis pengaruh optimalisasi penggunaan akun media sosial Instagram @sindu_dwarawati terhadap brand awareness di Sindu Dwarawati Turtle Conservation. Penelitian ini dilatarbelakangi oleh pentingnya media sosial sebagai sarana komunikasi pemasaran dalam meningkatkan kesadaran masyarakat terhadap destinasi wisata berbasis konservasi. Penelitian menggunakan pendekatan kuantitatif dengan pengumpulan data melalui penyebaran kuesioner kepada 100 responden yang mengikuti akun Instagram @sindu_dwarawati. Data dianalisis menggunakan analisis deskriptif, uji validitas, uji reliabilitas, analisis regresi linear sederhana, dan uji hipotesis (uji t). Hasil penelitian menunjukkan bahwa variabel optimalisasi penggunaan media sosial Instagram maupun variabel brand awareness berada pada kategori sedang. Seluruh butir kuesioner dinyatakan valid dan reliabel, dengan nilai Cronbach's Alpha sebesar 0,915 untuk variabel optimalisasi penggunaan media sosial Instagram dan 0,891 untuk variabel brand awareness. Hasil analisis regresi linear sederhana menghasilkan persamaan Y = 3,667 + 0,745X, yang menunjukkan bahwa optimalisasi penggunaan Instagram berpengaruh positif terhadap brand awareness. Selain itu, hasil uji hipotesis menunjukkan nilai signifikansi sebesar 0,000 (< 0,05), sehingga hipotesis yang diajukan diterima. Temuan ini membuktikan bahwa semakin optimal pemanfaatan Instagram, semakin tinggi tingkat brand awareness terhadap Sindu Dwarawati Turtle Conservation. Oleh karena itu, pengelolaan Instagram perlu terus dioptimalkan melalui strategi konten yang terencana, konsisten, dan interaktif guna meningkatkan kesadaran masyarakat terhadap kawasan konservasi tersebut.]]>
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