HARAS, MUHAMMAD LUTFI (2025) PENGARUH PROMOSI IKLAN DISCOUNT & PROMO PADA AKUN INSTAGRAM @shopee_id TERHADAP BRAND AWARENESS SHOPEE (Survei Pada Mahasiswa FIKOM Universitas Mercubuana). S1 thesis, Universitas Mercu Buana Jakarta.
|
Text (HAL COVER)
01 COVER.pdf Download (630kB) | Preview |
|
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (BAB I)
02 BAB 1.pdf Restricted to Registered users only Download (230kB) |
|
|
Text (BAB II)
03 BAB 2.pdf Restricted to Registered users only Download (346kB) |
|
|
Text (BAB III)
04 BAB 3.pdf Restricted to Registered users only Download (301kB) |
|
|
Text (BAB IV)
05 BAB 4.pdf Restricted to Registered users only Download (391kB) |
|
|
Text (BAB V)
06 BAB 5.pdf Restricted to Registered users only Download (134kB) |
|
|
Text (DAFTAR PUSTAKA)
07 DAFTAR PUSTAKA.pdf Restricted to Registered users only Download (170kB) |
|
|
Text (LAMPIRAN)
08 LAMPIRAN.pdf Restricted to Registered users only Download (475kB) |
Abstract
In today's digital era, social media has become a crucial platform for promoting products and services. One of the most popular platforms is Instagram, which has over one billion active users each month. This platform offers significant opportunities for businesses to enhance their brand awareness through effective promotions. One brand that actively leverages the promotional potential of Instagram is Shopee. This study employs a quantitative approach using a survey method. A questionnaire was distributed to 100 respondents who are students from Universitas Mercubuana and followers of the Instagram account @shopee_id. According to the Coefficients table, the t-value for the advertising variable is 2.055 with a significance value of 0.043. Since the significance value is less than 0.05, Instagram advertising (@shopee_id) has a significant partial effect on Shopee's brand awareness. In other words, there is sufficient evidence to state that Instagram ads have an impact on increasing brand awareness. Although the effect of Instagram advertising on Shopee's brand awareness is significant, its contribution or influence (R² = 4.1%) is still relatively small. Therefore, other factors are likely to be more dominant in enhancing Shopee's brand awareness beyond discount and promotional ads on Instagram. Keywords: promotion, social media, Instagram, brand awareness, Shopee Dalam era digital saat ini, media sosial telah menjadi platform yang sangat penting dalam mempromosikan produk dan layanan. Salah satu platform yang sangat populer adalah Instagram, dengan lebih dari satu miliar pengguna aktif setiap bulannya. Platform ini memberikan peluang besar bagi bisnis untuk meningkatkan kesadaran merek mereka melalui promosi yang efektif. Salah satu merek yang aktif memanfaatkan potensi promosi di Instagram adalah Shopee. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Kuesioner disebarkan kepada 100 responden yang merupakan mahasiswa Universitas Mercubuana dan pengikut akun Instagram @shopee_id. Berdasarkan tabel Coefficients, nilai t untuk variabel iklan adalah 2.055 dengan nilai signifikansi 0.043. Karena nilai signifikansi lebih kecil dari 0.05, maka promosi iklan di Instagram (@shopee_id) berpengaruh signifikan secara parsial terhadap brand awareness Shopee. Dengan kata lain, terdapat bukti yang cukup untuk menyatakan bahwa iklan di Instagram berdampak pada peningkatan brand awareness. Meskipun pengaruh promosi iklan di Instagram terhadap brand awareness Shopee signifikan, namun tingkat kontribusi atau pengaruhnya (R² = 4.1%) masih tergolong kecil. Dengan demikian, masih ada faktor lain yang lebih dominan dalam meningkatkan brand awareness Shopee di luar promosi iklan discount & promo di Instagram. Kata Kunci: promosi, media sosial, Instagram, brand awareness, Shopee
Actions (login required)
 |
View Item |
