The Usage of Social Media Instagram Towards Brand Awareness of Wyndham OPI Hotel Palembang During the Pandemic Era

Abstract

Indonesia is a country with a very dense population. Entering the era of information communication technology, everything moves faster, information and conversations can be carried out without being limited due to the rapid development of information communication technology. From a business perspective, marketing through social media has offered a variety of new opportunities for companies to promote their brands, products, and services. In the hospitality business, many hotels and restaurants have adapted social media marketing as one of their marketing tools for brand awareness. The use of digitalization is felt by the management of Wyndham Opi Hotel who plays an active role in promoting products and services using Instagram, Facebook or through the website. This research is quantitative, involving 100 respondents who were taken randomly as research samples. The data used are primary data obtained through questionnaires. Analyzer using Simple Linear Regression. The results of the study indicate that the use of Instagram social media has a significant effect on brand awareness at Wyndham Opi Hotel.