SAPUTRI, FATIMAH NOER (2022) PENGARUH KOMUNIKASI PEMASARAN INSTAGRAM BORNNDEER TERHADAP BRAND AWARENESS DAN MINAT BELI FOLLOWERS @BORNNDEER.JKT. S2 thesis, Universitas Mercu Buana Jakarta - Menteng.
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Abstract
Kehadiran media sosial membawa dampak dalam cara berkomunikasi di segala bidang, termasuk dalam memasarkan produk. Selain itu, media sosial juga menyebabkan komunikasi yang berlangsung menjadi lebih efektif. Tidak sedikit UMKM yang menggunakan media sosial khususnya Instagram untuk memasarkan produk mereka. Salah satu UMKM yang menggunakan Instagram dalam memasarkan produk yaitu Bornndeer Jakarta. Bornndeer melakukan komunikasi pemasaran melalui sosial media bertujuan untuk menyebarkan brand awareness dan menarik minat beli agar merek Bornndeer dapat dikenali dan diingat oleh audiens di media sosial. Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh komunikasi pemasaran terhadap brand awareness dan minat beli produk Bornndeer Jakarta. Pada penelitian ini menggunakan Teori dan konsep Komunikasi Pemasaran, SOR, Brand Awareness, dan AISAS. Penelitian ini menggunakan metode kuantitatif, dengan menyebarkan kuesioner kepada responden yang merupakan followers @bornnder.jkt. Hasil penelitian ini menunjukan bahwa variabel komunikasi pemasaran memiliki korelasi yang sangat kuat dan berpengaruh signifikan terhadap brand awareness dan minat beli sebesar 73%. Kata Kunci: Komunikasi Pemasaran, Brand Awareness, Minat Beli. The presence of social media has an impact on how to communicate in all fields, including in marketing products. In addition, social media also causes ongoing communication to be more effective. Not a few MSMEs use social media, especially Instagram to market their products. One of the UMKM that uses Instagram in marketing their products is Bornndeer Jakarta. Bornndeer conducts marketing communications through social media aimed at spreading brand awareness and attracting buying interest so that the Bornndeer brand can be recognized and remembered by the audience on social media. This study aims to determine how much influence marketing communication has on brand awareness and buying interest in Bornndeer Jakarta products. In this study using the theory and concepts of Marketing Communication, SOR, Brand Awareness, and AISAS. This study uses quantitative methods, by distributing questionnaires to respondents who are followers of @bornnder.jkt. The results of this study indicate that the marketing communication variable has a very strong correlation and has a significant effect on brand awareness and buying interest by 73%. Keywords: Marketing Communication, Brand Awareness, AISAS
| Item Type: | Thesis (S2) |
|---|---|
| NIM/NIDN Creators: | 55219110081 |
| Uncontrolled Keywords: | Komunikasi Pemasaran, Brand Awareness, Minat Beli. Marketing Communication, Brand Awareness, AISAS |
| Subjects: | 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 |
| Divisions: | Pascasarjana > Magister Ilmu Komunikasi |
| Depositing User: | Maulana Arif Hidayat |
| Date Deposited: | 04 Jul 2022 04:08 |
| Last Modified: | 04 Jul 2022 04:09 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/64411 |
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