Veronica, Veronica (2024) PENGARUH KOMUNIKASI PEMASARAN TERHADAP BRAND AWARENESS AQUAPLUS (Survey Pada Followers Instagram @hi.flawless). S1 thesis, Universitas Mercu Buana Jakarta - Menteng.
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Abstract
Skincare merek Aqua Plus merupakan skincare import yang masih kurang dikenal oleh kebanyakan orang peminat produk kesehatan kulit wajah di dunia dan juga di Indonesia, dikarenakan belum ada offline store maka Aqua Plus melakukan promosi melalui instagram @hi.flawless. Pemilihan Aqua Plus pada penelitian ini karena merek Aqua Plus dinilai kurang dikenal dibandingkan produk import lain. Padahal PT Optimo selaku perusahaan yang mengeluarkan produk Aqua Plus perusahaan advertising. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh Komunikasi Pemasaran terhadap Brand Awareness. Penulis menggunakan Teori Komunikasi Pemasaran, Integrated Marketing Communication, Iklan, dan Brand Awareness. Metode penelitian ini bersifat deskriptif kuantitatif dan menggunakan teknik sampel purposive sampling dengan jumlah sampel sebanyak 100 orang. Hasil penelitian ini menunjukkan adanya pengaruh Komunikasi Pemasaran terhadap Brand Awareness Aqua Plus sebesar 48,9% dan hasil uji hipotesis dengan nilai t hitung 9,679 lebih besar dari t tabel 1,984, maka Ha diterima dan Ho ditolak. Dari hasil penelitian variabel komunikasi pemasaran dan brand awareness saran dari peneliti adalah diperlukannya peningkatan komunikasi melalui iklan instagram @hi.flawless, memberikan konten dan promosi produk yang lebih menarik melalui instagram @hi.flawless dan mudah dipahami, serta memiliki logo halal. Skincare brand Aqua Plus is an imported skincare that is still not well known by most of the people who have interested in facial skin health products in the world including in Indonesia, because there is no offline store yet, so we are doing promotion through Instagram @hi.flawless. The selection of Aqua Plus in this research is because the Aqua Plus brand is considered to be less well-known than other imported products. Although PT Optimo as a company that produces Aqua Plus products is an advertising company. The purpose of this research is to find out the influence of marketing communication on brand awareness. The author uses marketing communication theory, Integrated Marketing Communication, advertising, and brand awareness. This research method is quantitative descriptive with purposive sampling technique and the number of samples is 100 people. The results of the research show that there is an influence of marketing communication on Aquaplus brand awareness of 48.9% and the result of the hypothesis test with a value of 9.679 is greater than the table's 1.984, so Ha is accepted and Ho is rejected. The research results of the marketing communication and brand awareness variables are the need to increase communication through advertisement in instagram @hi.flawless, provide product content and promotion that is more attravtice via instagram @hi.flawless and easy to understand and has a halal logo.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44318110068 |
| Uncontrolled Keywords: | komunikasi pemasaran, brand awareness, @hi.flawless marketing communication, brand awareness, @hi.flawless |
| 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 |
| Divisions: | Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran |
| Depositing User: | FHADHILAH SHAFA ARISTA |
| Date Deposited: | 25 Jan 2025 07:04 |
| Last Modified: | 25 Jan 2025 07:04 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/93754 |
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