FITRIANI, DEVINA (2025) PENGARUH STRATEGI MARKETING PUBLIC RELATION PADA INSTAGRAM @POCARIID TERHADAP PENINGKATAN BRAND AWARNESS POCARI SWEET (Survey Followers Instagram @pocariid). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to determine and analyze the effect of marketing public relations (MPR) strategies on increasing Pocari Sweat brand awareness through the @pocariid Instagram account. Marketing public relations strategy is a company's effort to plan and implement communication programs that can build good relationships with audiences and increase brand awareness. Brand awareness is measured through indicators such as top of mind, brand recall, and brand recognition. This type research uses quantitative research with survey methods. The population in this study were 153,000 Instagram followers @pocariid who were selected purposively. From this population, the sample taken amounted to 100 respondents. using simple random sampling technique with the calculation of the Slovin formula. The data were analyzed using IBM SPSS 30. The results showed that there was a positive or strong enough influence of Marketing Public Relations Strategy on Brand Awareness of 65.7%. %. The correlation coefficient test results are r = 0.567 with this value it can be interpreted that the relationship between the Marketing Public Relations Strategy variable (X) has a fairly strong relationship to Brand Awareness (Y). The regression test results show the value of Variable Y is 25,266 and is positive so that Variable Y increases by 0.505. In the hypothesis test, the results obtained Sig. 0.001 <0.050, meaning that it can be concluded that Ha is accepted and H0 is rejected and shows that the Marketing Public Relations Strategy variable has a significant positive effect on the Brand Awareness variable. Keywords: Marketing Public Relations Strategy, Brand Awareness, Instagram, Pocari Sweat. Penelitian ini bertujuan guna mengetahui serta menganalisa pengaruh strategi marketing public relations (MPR) pada peningkatan brand awareness Pocari Sweat melalui akun Instagram @pocariid. Strategi marketing public relations yakni upaya perusahaan ketika membentuk perencanaan sekaligus mengimplementasikan program komunikasi yang mampu membangun hubungan baik dengan audiens serta meningkatkan kesadaran terhadap merek. Brand awareness diukur melalui indikator seperti top of mind, brand recall, dan brand recognition. Penelitian ini menggunakan mengunakan jenik penelitian kuantitatif melalui metode survey. Populasi pada penelitian ini yakni 153.000 followers Instagram @pocariid yang dipilih secara purposif. Dari populasi tersebut, sampel yang diambil sejumlah 100 responden. mempergunakan teknik simple random sampling melalui perhitungan rumus Slovin. Data dianalisis mempergunakan IBM SPSS 30. Hasil penelitian memperlihatkan ada pengaruh yang positif ataupun cukup kuat Strategi Marketing Public Relations terhadap Brand Awareness diangka 65,7%. %. Hasil uji koefisien korelasi yaitu r = 0,567 dengan nilai tersebut mampu diartikan bahwasanya hubungan variable Strategi Marketing Public Relations (X) mempunyai hubungan yang cukup kuat terhadap Brand Awareness (Y). Hasil uji regresi menunjukan nilai Variabel Y sebesar 25.266 dan bernilai positif sehingga Variabel Y naik diangka 0,505. Dalam uji hipotesis, diperolehkan hasil nilai Sig. 0,001 < 0,050, artinya sehingga mampu dihasilkan simpulan Ha diterima beserta H0 ditolak dan menunjukkan variabel Strategi Marketing Public Relations berpengaruh positif signifikan pada variabel Brand Awareness. Kata kunci: Strategi Marketing Public Relations, Brand Awareness, Instagram, Pocari Sweat.
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