PENGARUH OPINION LEADER TERHADAP PENINGKATAN BRAND IMAGE RATA.ID (SURVEY PADA FOLLOWERS INSTAGRAM @RATA.ID)

Maresza, Annisa (2023) PENGARUH OPINION LEADER TERHADAP PENINGKATAN BRAND IMAGE RATA.ID (SURVEY PADA FOLLOWERS INSTAGRAM @RATA.ID). S1 thesis, Universitas Mercu Buana - Menteng.

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Abstract

Peran Humas dalam perusahaan sangat diperlukan untuk menentukan strategi Public Relations yang tepat dalam membangun brand image dari perusahaan maupun produknya. Di era perkembangan digital saat ini, Opinion Leader sudah menjadi salah satu opsi untuk membantu pemasaran sebuah produk/jasa. Peran Opinion Leader mulai dari menjadi brand ambassador, paid promote, sampai endorsement begitu banyak dijumpai dalamsetiap platform media sosial kita seharihari. Sejakawal, para Opinion Leader tentu sudah memiliki ciri dan keunikan konten masingmasing, disinilah pentingnya sebuah brand harus cakap dalam memilih Opinion Leader sesuai kebutuhan brand yang dimilikinya. Rupa Aestetika Teknologi Aktual (RATA) sebagai perusahaan start-up asal Indonesia yang bergerak di bidang Dental Care atau lebih dikenal dengan Klinik Gigi seringkali menggunakan influencers dalam membantu meningkatkan brand image untuk yang berlangsung secara periodik. Dengan inovasi terbaru yaitu menawarkan alternatif untuk meratakan gigi tanpa behel menjadi tantangan tersendiri bagi RATA dalam memperkenalkan produk kepada khalayak, karena sebagaimana kita tahu behel sudah lebih dulu hadir sebagai solusi untuk siapapun yang ingin merapihkan gigi. Agar dapat memenangkan image positif diantara kompetitor, maka RATA menerapkan strategiyang tepat untuk menciptakan image yang baik dengan menggunakan Opinion Leader. Penelitian ini bertujuan untuk meneliti pengaruh Opinion Leader pada campaign Rata.id terhadap peningkatan brand image, dengan menggunakan teori yang relevan diantaranya menggunakan teori Perubahan Sikap, Opinion Leader, Digital PR, Brand Image, Media Sosial, dan Instagram, dengan menggunakan metode penelitian kuantitatif dan paradigm positivisme, yang melibatkan 101 responden berasal dari followers Instagram @rata.id, diperoleh dengan menyebarkan kuesioner melalui google form yang diukur dengan skala likert dan dianalisis menggunakan Uji Regresi Linear Sederhana dan Uji T. Hasil penelitian dan analisisis data yang dilakukan memperoleh hasil bahwa variabel Opinion Leader berpengaruh terhadap variabel peningkatan brand image sejauh 11% dan sisanya 89% dipengaruhi oleh faktor atau penyebab lain yang tidak dijelaskan dalam penelitian ini. Kata Kunci: Opinion Leader/Influencers, Brand Image, Digital PR, & Media Sosial. The role of Public Relations in the company is needed to determine the right Public Relations strategy in building the brand image of the company and its products. In the current era of digital development, Opinion Leader has become an option to help market a product/service. Opinion Leader 's roles, starting from being a brand ambassador, paid promoting, to endorsements, can befound on every one of our social media platforms every day. From the start, Opinion Leader certainly have their own characteristics and unique content, thisis where it isimportant for a brandto be proficient in choosing Opinion Leader according to the needs of the brand it has. Rupa Aestetika Teknologi Aktual (RATA) as a start-up company from Indonesia engaged in Dental Care, or better known as the Dental Clinic, often uses influencers to help improve brand image for periodic events. With the latest innovation, namely offering an alternative to straightening teeth without braces, it is a challenge for RATA in introducing its products to the public, because as we know, braces have already been present as a solution for anyone who wantsto straighten theirteeth.In order to win a positive image among competitors, RATA applies the right strategy to create a good image by using Opinion Leader. This study aims to examine the effect of Opinion Leader on the Rata.id campaign on increasing brand image, using relevant theories including the theory of Attitude Change, Opinion Leader, Digital PR, Brand Image, Social Media, and Instagram, using quantitative research methods and the positivism paradigm , which involved 101 respondents from Instagram followers @rata.id, wasobtained by distributing questionnaires via the Google form as measured by a Likert scale and analyzed using a Simple Linear Regression & T-Test. The results of the research and data analysiscarried out obtained the result that the Opinion Leader variable had an effect on the brand image enhancement variable effect as far as 11% and the remaining 89% is influenced by other factors orcauses not explained in this study. Keywords: Opinion Leader/Influencers,Brand Image, DigitalPR, &Social Media.

Item Type: Thesis (S1)
NIM/NIDN Creators: 44220120032
Uncontrolled Keywords: Keywords: Opinion Leader/Influencers,Brand Image, DigitalPR, &Social Media, Opinion Leader/Influencers, Brand Image, Digital PR, & Media Sosial.
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat > 659.2 Public Relations/Hubungan Masyarakat
Divisions: Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User: TIA FEBRIANA ABABIL
Date Deposited: 07 Feb 2023 04:57
Last Modified: 07 Feb 2023 04:57
URI: http://repository.mercubuana.ac.id/id/eprint/73996

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