Measuring Brand Awareness of a Newly Established Lifestyle Hotel in a Hotel Mall Integrated Development: Evidence from Aloft Surabaya Pakuwon City

Abstract

Brand awareness is a key factor influencing consumers' ability to recognize and recall a brand, particularly in the highly competitive hospitality industry. This study aims to measure the brand awareness of Aloft Surabaya Pakuwon City among Surabaya residents using Aaker's Brand Awareness Hierarchy. A quantitative descriptive approach was employed by distributing structured questionnaires to 400 respondents aged 17–60 years who had visited Pakuwon City Mall. Data were collected using a Guttman-scale questionnaire consisting of four brand elements: brand name, logo and symbol, URLs, and packaging. The data were analyzed using descriptive statistics and Guttman scalogram analysis. The results indicate that Aloft Surabaya Pakuwon City has reached the Brand Recall level, with an average score of 0.71, demonstrating that respondents are generally able to recognize and recall the hotel brand when prompted, although it has not yet achieved Top-of-Mind Awareness. The findings suggest that strengthening integrated marketing communication, digital branding, and experiential marketing initiatives is essential to enhance brand awareness and improve the hotel's competitive position in Indonesia's hospitality industry.