PENGARUH ISI PESAN PROMOSI AIRY INDONESIA MELALUI MEDIA SOSIAL TWITTER TERHADAP BRAND AWARENESS KOMUNITAS TRAVELLER KASKUS

PUTRI, DINDA NADYA (2019) PENGARUH ISI PESAN PROMOSI AIRY INDONESIA MELALUI MEDIA SOSIAL TWITTER TERHADAP BRAND AWARENESS KOMUNITAS TRAVELLER KASKUS. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Technological developments are currently driving the growth of internet users in Indonesia. The presence of the internet has brought a revolution to the way humans communicate, the birth of social media such as today which is a phenomenon and widespread in every use in various needs. The researcher wanted to find out the extent of the influence of the contents of Airy Indonesia's promotional messages through Twitter social media on the brand awareness of the Kaskus traveler community. Great potential for business organizations to promote, socialize programs, branding, or attract participants in organizing events through digital media. Researchers use theories about online promotion, online promotion strategies, fill in message promos then theories about social media marketing, brand awareness to product service theory. This study the author uses purposive sampling method, where only followers of the @travellerkaskus twitter account can fill in the questionnaire. The number of respondents is 100 members of the Kaskus traveler community. Data analysis techniques used are editing, coding and tabulation. The results of the research discussion have a significant relationship between airy promotion messages via social media twitter on the brand awareness of the Kaskus traveler community. Based on calculations with the correlation formula obtained a value of 0.417, which means there is a sufficient relationship between the message of promotion of airy brand awareness of the traveler community of Kaskus, which means that it is quite on a scale of 1-5. Keywords: Online Promotion, Social Media, Brand Awareness Perkembangan teknologi yang pesat saat ini mendorong pertumbuhan pengguna internet di Indonesia. Kehadiran internet telah membawa revolusi pada cara manusia melakukan komunikas, lahirnya media sosial seperti saat ini yang menjadi fenomena dan marak di gunakan setiap kalangan dalam berbagai kebutuhan. Peneliti ingin mengetahui sejauhmana pengaruh isi pesan promosi airy Indonesia melalui media sosial twitter terhadap brand awareness komunitas traveller kaskus. Potensi besar bagi organisasi bisnis untuk mempromosikan, mensosialisasikan program, branding, atau menjaring peserta dalam penyelenggaraan event melalui media digital. Peneliti menggunakan teori mengenai promosi online, strategi promosi online, isi pesan promo kemudian teori tentang sosial media marketing, brand awareness hingga teori produk jasa. Penelitian ini penulis menggunakan cara purposive sampling, dimana hanya followers akun twitter @travellerkaskus saja yang boleh mengisi kuesioner. Jumlah responden 100 orang anggota komunitas traveller kaskus. Teknik Analisa data yang digunakan editing, coding dan tabulasi. Hasil pembahasan penelitian terdapat hubungan yang signifikan antara pesan promosi airy melalui media sosial twitter terhadap brand awareness komunitas traveller kaskus. Berdasarkan perhitungan dengan rumus korelasi diperoleh nilai sebesar 0,417 yang berarti terdapat hubungan yang cukup antara pesan promosi airy brand awareness komunitas traveller kaskus yang artinya cukup dari skala 1-5. Kata kunci: Promosi Online, Media Social, Brand Awareness

Item Type: Thesis (S1)
Call Number CD: FK/MCA. 19 010
NIM: 44316120077
Uncontrolled Keywords: Promosi Online, Media Social, Brand Awareness
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 070 Documentary Media, Educational Media, News Media, Journalism, Publishing/Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan > 070.1-070.9 Standard Subdivisions of Documentary Media, Educational Media, News Media, Journalism, Publishing/Subdivisi Standar Dari Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan > 070.1 Documentary Media, Educational Media, News Media/Media Dokumenter, Media Pendidikan, Media Berita > 070.17 Print Media/Media Cetak
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 070 Documentary Media, Educational Media, News Media, Journalism, Publishing/Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan > 070.1-070.9 Standard Subdivisions of Documentary Media, Educational Media, News Media, Journalism, Publishing/Subdivisi Standar Dari Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan > 070.1 Documentary Media, Educational Media, News Media/Media Dokumenter, Media Pendidikan, Media Berita > 070.19 Broadcast Media/Media Broadcast
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 > 302.23 Media (Means of Communication)/Media (Sarana Komunikasi)
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 > 302.23 Media (Means of Communication)/Media (Sarana Komunikasi) > 302.232 Print Media/Media Tercetak
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
Divisions: Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran
Depositing User: Dede Muksin Lubis
Date Deposited: 16 Dec 2019 07:01
Last Modified: 09 Jan 2020 03:56
URI: http://repository.mercubuana.ac.id/id/eprint/52842

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