PENGARUH KEGIATAN KOMUNIKASI PEMASARAN MELALUI MEDIA SOSIAL INSTAGRAM TERHADAP BRAND AWARENESS DAN BRAND IMAGE PARAVIVER PHOTOGRAPHY

SUGIANTO, CHIKA PUTRI (2018) PENGARUH KEGIATAN KOMUNIKASI PEMASARAN MELALUI MEDIA SOSIAL INSTAGRAM TERHADAP BRAND AWARENESS DAN BRAND IMAGE PARAVIVER PHOTOGRAPHY. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The Internet that originated from research for defense and security as well as education, is now growing into a highly influential business support tool. This becomes an opportunity for business owners to take advantage of the Internet one of them is social media as a means of marketing communication. Social media that is currently loved and widely used as a business support is Instagram. It then leads Paraviver Photography, a new brand of wedding documentation service providers using Instagram as a marketing communication tool to form brand awareness and brand image. This study was conducted to determine the indirect effect of marketing communication activities through Instagram through intervening variable brand awareness on the brand image of Paraviver Photography. This study uses the theory amongst Stimulus-Organism-Response modified by De Fleur, Marketing Communication Theory by Shimp and Social Media Marketing Theory by As'ad and Alhadid. This study is an explanative research of causality with quantitative methodology using survey method with path analysis technique. The results of this study indicate that there is a significant indirect effect between marketing communication activities through social media Instagram through variable intervening brand awareness of brand image Paraviver Photography. Keywords: Marketing Communication, Social Media, Instagram, Brand Awareness, Brand Image Internet yang berawal dari riset untuk pertahanan dan keamanan serta pendidikan, saat ini kian berkembang menjadi perangkat pendukung bisnis yang sangat berpengaruh. Ini menjadi peluang bagi pemilik usaha untuk memanfaatkan internet salah satunya adalah media sosial sebagai alat komunikasi pemasarannya. Media sosial yang saat ini sedang digandrungi dan banyak digunakan sebagai pendukung bisnis adalah Instagram. Hal tersebut lantas mendorong Paraviver Photography, sebuah brand baru penyedia layanan dokumentasi pernikahan dan prosesinya menggunakan Instagram sebagai alat komunikasi pemasarannya untuk membentuk brand awareness serta brand image. Penelitian ini dilakukan untuk mengetahui adanya pengaruh tidak langsung kegiatan komunikasi pemasaran melalui media sosial Instagram melalui variabel intervening brand awareness terhadap brand image Paraviver Photography. Penelitian ini menggunakan teori diantaranya Stimulus-Organism-Response yang dimodifikasi oleh De Fleur, Teori Komunikasi Pemasaran oleh Shimp dan Teori Social Media Marketing oleh As’ad dan Alhadid. Penelitian ini merupakan penelitian eksplanatif kausalitas dengan metodologi kuantitatif yang menggunakan metode survey dengan teknik uji analisis jalur. Hasil dari penelitian ini menunjukkan bahwa terdapat pengaruh tidak langsung secara signifikan antara kegiatan komunikasi pemasaran melalui media sosial Instagram melalui variabel intervening brand awareness terhadap brand image Paraviver Photography. Kata Kunci: Komunikasi Pemasaran, Media Sosial, Instagram, Brand Awareness, Brand Image

Item Type: Thesis (S2)
Call Number CD: CD/552. 18 015
Call Number: TK/52/18/027
NIM: 55216110077
Uncontrolled Keywords: Komunikasi Pemasaran, Media Sosial, Instagram, Brand Awareness, Brand Image
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media
300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial
300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal
300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 657 Accounting/Akuntansi > 657.8 Accounting for Enterprises Enganged in Specific Kinds of Activities/Akuntansi Usaha yang Bergerak dalam Jenis Kegiatan Tertentu > 657.84 Communications and Entertainment Media/Media Komunikasi dan Hiburan
700 Arts/Seni, Seni Rupa, Kesenian > 780 Music/Seni Musik > 780.1-780.9 Standard Subdivisions of Music/Subdivisi Standar Dari Seni Musik > 780.1 Philosophy of Music/Filsafat Seni Musik > 780.14 Language and Communication/Bahasa dan Komunikasi
Divisions: Pascasarjana > Magister Ilmu Komunikasi
Depositing User: Dede Muksin Lubis
Date Deposited: 26 Oct 2018 03:08
Last Modified: 07 Nov 2018 03:14
URI: http://repository.mercubuana.ac.id/id/eprint/45231

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