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The effects of Instagram ads and Facebook ads on brand awareness at Sthala, a Tribute Portfolio Hotel, Ubud, Bali

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  • I Putu Weda Wiguna

    (Politeknik Negeri Bali)

  • Kadek Jemmy Waciko

    (Politeknik Negeri Bali)

  • Wayan Suryathi

    (Politeknik Negeri Bali)

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

Suggested Citation

  • I Putu Weda Wiguna & Kadek Jemmy Waciko & Wayan Suryathi, 2026. "The effects of Instagram ads and Facebook ads on brand awareness at Sthala, a Tribute Portfolio Hotel, Ubud, Bali," Priviet Social Sciences Journal, Privietlab Research Center, vol. 6(7), pages 404-415, July.
    • Handle: RePEc:prv:pssjpv:2040
    DOI: 10.55942/pssj.v6i7.2040
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