The Effect of Firm Generated Content Themed Corporate Social Responsibility and Brand Collaboration on Brand Awareness at Four Points by Sheraton Bali Ungasan

Putri Widhiasari, Ni Made Ayu and Sudiksa, Nyoman and Kalpikawati, Ida Ayu The Effect of Firm Generated Content Themed Corporate Social Responsibility and Brand Collaboration on Brand Awareness at Four Points by Sheraton Bali Ungasan. In: The 2nd International Hospitality Entrepreneurship and Innovation Conference (INHEIC), December 11, 2020, Nusa Dua.

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Abstract

Abstract Increased brand awareness was more effective through social media by created firm generated content (FGC) and collaboration. Four Points by Sheraton Bali Ungasan in build brand awareness by uploaded an FGC themed CSR Run to Give and collaboration with Garuda Indonesia on the hotel's Instagram account. This study aimed to analyze the effect of firm generated content themed corporate social responsibility (X1) and brand collaboration (X2) on brand awareness (Y) at Four Points by Sheraton Bali Ungasan. Questionnaires as the data collection technique were used and given to 100 Four @fourpointsbaliungasan’s Instagram followers who seen CSR Run to Give content and collaboration with Garuda Indonesia. The data was then analyzed using multiple regression analysis, t-test, F-test, Determination Analysis (R2), and effective contribution using SPSS for Windows version 25.0. The results of the study indicated that (1) firm generated content has a positive and significant effect on brand awareness with a coefficient estimate value of 0,470 and a significance value of 0,000 < 0,05 indicating that when firm generated content increases, brand awareness also increases. (2) Brand collaboration has a positive and significant effect on brand awareness with a coefficient estimate value of 0,362 and a significance value of 0,001 < 0,05 indicating that when brand collaboration increases, brand awareness also increases. (3) Firm generated content and brand collaboration as independent variables have a significant effect of brand awareness as a dependent variable with a significance value of 0,000 < 0,05. Keywords: Firm Generated Content, Brand Collaboration, Brand Awareness.

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