The Association of Perceived Meta Ads Exposure and Content Quality With Brand Awareness: A Case Study of Kursusmengemudi.Id

A. Galung Astaqi; Nyoman Indah Kusuma Dewi; I Komang Mahayana Putra

doi:10.38142/ijesss.v7i5.2049

Authors

A. Galung Astaqi Politeknik Negeri Bali
Nyoman Indah Kusuma Dewi Politeknik Negeri Bali
I Komang Mahayana Putra Politeknik Negeri Bali

DOI:

https://doi.org/10.38142/ijesss.v7i5.2049

Keywords:

Meta Ads exposure, Content Quality, Brand Awareness, Digital Marketing, Social Media Advertising

Abstract

This study examines the association of perceived Meta Ads exposure and content quality with brand awareness among audiences of Kursusmengemudi.id, a client of PT Whello Indonesia Prima. A quantitative cross-sectional survey was conducted with 100 purposively selected respondents who had viewed the brand’s advertisements or followed its social media account. Data were collected through a five-point Likert-scale questionnaire and analyzed using instrument testing, descriptive statistics, classical assumption tests, multiple linear regression, t-tests, an F-test, and the coefficient of determination. Perceived Meta Ads exposure was positively and significantly associated with brand awareness (t = 3.433; p = 0.001), as was content quality (t = 4.395; p < 0.001). The regression model was statistically significant (F = 160.547; p < 0.001) and explained 76.8% of the variation in brand awareness. The standardized coefficient for content quality (β = 0.504) was larger than that for perceived Meta Ads exposure (β = 0.394), although the difference between the coefficients was not statistically tested. Within this sample, the findings indicate that digital advertising exposure and the relevance, attractiveness, clarity, and consistency of content are jointly associated with stronger brand recognition and recall

Downloads

Download data is not yet available.

References

Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. The Free Press.

Armstrong, G., & Kotler, P. (2021). Marketing: An introduction (14th ed.). Pearson.

Asa, K., Andayani, N. H., & Mahardika, A. A. N. Y. M. (2025). Analisis preferensi penggunaan Meta Ads dan Google Ads dalam strategi digital marketing di Hotel Four Points by Sheraton Bali Ungasan. Jurnal Manajemen Perhotelan dan Pariwisata, 8(2), 25–32. https://doi.org/10.23887/jmpp.v8i2.99466

Baihaqi, S. A., & Widodo, S. (2025). Pengaruh digital marketing melalui Meta Ads terhadap brand awareness UMKM kopi. Jurnal Pendidikan dan Teknologi Indonesia, 5(4), 1043–1051. https://doi.org/10.52436/jpti.713

Chaffey, D., & Ellis-Chadwick, F. (2021). Digital marketing: Strategy, implementation and practice. Pearson.

Efendioglu, I. H., & Durmaz, Y. (2022). The impact of perceptions of social media advertisements on advertising value, brand awareness and brand associations: Research on Generation Y Instagram users. Transnational Marketing Journal, 10(2), 251–275. https://doi.org/10.33182/tmj.v10i2.1606

Ghozali, I. (2021). Aplikasi analisis multivariate dengan program IBM SPSS 26 (Edisi ke-10). Badan Penerbit Universitas Diponegoro.

Hilmyansyah, M., & Noviandi, N. (2021). Optimizing brand awareness by using Facebook Ads at Bina Potensi Anak Indonesian Schools. Jurnal Teknologi dan Open Source, 4(1), 93–97. https://doi.org/10.36378/jtos.v4i1.1367

Keller, K. L. (2013). Strategic brand management: Building, measuring, and managing brand equity (4th ed.). Pearson.

Kingsnorth, S. (2022). Digital marketing strategy: An integrated approach to online marketing (3rd ed.). Kogan Page.

Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for humanity. John Wiley & Sons.

Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58–73. https://doi.org/10.1080/15252019.2018.1533501

Marliana, D. (2023). Strategi komunikasi pemasaran Trans TV dengan menggunakan Meta Ads dalam meningkatkan brand awareness. Jurnal Ilmu Politik dan Komunikasi, 13(2), 19–30.

PT Whello Indonesia Prima. (2025). Meta Ads campaign performance report for Kursusmengemudi.id, October 9–20, 2025 [Unpublished internal company report].

Sekaran, U., & Bougie, R. (2020). Research methods for business: A skill-building approach (8th ed.). John Wiley & Sons.

Sugiyono. (2022). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.

Tuten, T. L., & Solomon, M. R. (2021). Social media marketing (4th ed.). SAGE Publications