PENGARUH EFEKTIVITAS MEDIA SOSIAL (FACEBOOK DAN TWITTER) TERHADAP GUERILLA MARKETING, EVENTS-BASED MARKETING, DAN IMPLIKASINYA TERHADAP BRAND AWARENESS (Studi Kasus Kompasiana.Com)

NURDIANSYAH, ILHAM (2019) PENGARUH EFEKTIVITAS MEDIA SOSIAL (FACEBOOK DAN TWITTER) TERHADAP GUERILLA MARKETING, EVENTS-BASED MARKETING, DAN IMPLIKASINYA TERHADAP BRAND AWARENESS (Studi Kasus Kompasiana.Com). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The purpose of this research is to analyze influence the effectiveness of social media ( facebook and twitter ) against guerilla marketing, events-based marketing, and implications for brand awareness with a case study kompasiana.com the study is done about 125 respondents.An instrument data collection uses a questionnaire with likert scale.Data processing in this study on the lisrel. The results showed that social media significantly influence guerilla marketing, event-based marketing and brand awareness this is indicated by tvalues above 1.96. While guerilla marketing and event-based marketing have no significant effect on brand awareness this is indicated by t-values below 1.96. Keywords: media sosial, guerilla, event, awareness Tujuan penelitian ini adalah untuk menganalisis Pengaruh Efektivitas Media Sosial (Facebook dan Twitter) Terhadap Guerilla Marketing, Events-based Marketing, dan Implikasinya Terhadap Brand Awareness dengan Studi Kasus Kompasiana.com Penelitian ini dilakukan terhadap 125 responden. Instrumen pengumpulan data menggunakan kuesioner denga skala likert. Pengolahan data pada penelitian ini menggunakan program Lisrel. Hasil penelitian menunjukkan bahwa media sosial berpengaruh secara signifikan terhadap guerilla marketing, event-based marketing dan brand awareness hal ini ditunjukkan oleh t-values diatas 1.96. Sedangkan guerilla marketing dan event-based marketing tidak berpengaruh signifikan terhadap brand awareness hal ini ditunjukkan oleh tvalues dbawah 1.96. Kata Kunci : media sosial, guerilla, event, awareness

Item Type: Thesis (S1)
Call Number: SE/31/19/006
NIM: 43112110227
Uncontrolled Keywords: media sosial, guerilla, event, awareness
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
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
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
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 10 Apr 2019 05:17
Last Modified: 10 Apr 2019 05:17
URI: http://repository.mercubuana.ac.id/id/eprint/48411

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