Nurhalizah, Nurhalizah (2025) PENGARUH PESAN PROMOSI DIGITAL DALAM AKUN @SEABANK.ID TERHADAP PENINGKATKAN BRAND AWARENESS FOLLOWERS INSTAGRAM (PERIODE JUNI-AGUSTUS 2024). S1 thesis, Universitas Mercu Buana - Menteng.
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh pesan promosi digital yang disampaikan melalui akun Instagram @seabank.id terhadap peningkatan brand awareness SeaBank Indonesia. Latar belakang masalah muncul akibat transformasi industri perbankan yang semakin mengutamakan layanan online, di mana bank digital beroperasi tanpa cabang fisik dan harus bersaing dengan bank konvensional melalui strategi pemasaran inovatif. Sebagai bank digital yang berkembang pesat, SeaBank menghadapi tantangan dalam membangun kesadaran merek di tengah persaingan yang ketat. Teori yang digunakan meliputi konsep brand awareness menurut Aakeer, teori pesan menurut Mulyana, dan teori ELM yang menekankan pentingnya interaksi, konten kreatif, serta personalisasi pesan dalam membangun kepercayaan konsumen. Penelitian ini menggunakan metode kuantitatif dengan pendekatan survei yang melibatkan 400 pengikut akun Instagram SeaBank yang dipilih melalui purposive sampling. Data yang terkumpul dianalisis menggunakan uji korelasi Pearson dan regresi linier sederhana. Hasil penelitian menunjukkan adanya hubungan positif yang kuat antara pesan promosi digital dan brand awareness (r = 0,773), dengan kontribusi pengaruh sebesar 59,7%. Empat dimensi pesan promosi digital—yaitu isi, bentuk, struktur, dan gaya—terbukti efektif dalam meningkatkan brand recognition, brand recall, dan top of mind awareness. Temuan tersebut mengonfirmasi bahwa strategi konten interaktif, visual yang menarik, serta konsistensi pesan di Instagram berperan krusial dalam membangun identitas merek. Penelitian ini menyajikan implikasi praktis bagi industri perbankan digital untuk mengoptimalkan platform media sosial sebagai alat pemasaran berbasis interaksi dan personalisasi. This study aims to analyze the effect of digital promotional messages delivered through the @seabank.id Instagram account on increasing brand awareness of SeaBank Indonesia. The background of the problem arises due to the transformation of the banking industry that increasingly prioritizes online services, where digital banks operate without physical branches and must compete with conventional banks through innovative marketing strategies. As a rapidly growing digital bank, SeaBank faces challenges in building brand awareness amidst intense competition. The theories used include the concept of brand awareness according to Aakeer, message theory according to Mulyana, and ELM theory which emphasizes the importance of interaction, creative content, and message personalization in building consumer trust. This research uses a quantitative method with a survey approach involving 400 followers of the SeaBank Instagram account selected through purposive sampling. The collected data were analyzed using Pearson correlation test and simple linear regression. The results showed a strong positive relationship between digital promotional messages and brand awareness (r = 0.773), with an influence contribution of 59.7%. The four dimensions of digital promotional messages - content, form, structure, and style - proved effective in increasing brand recognition, brand recall, and top of mind awareness. The findings confirm that interactive content strategies, attractive visuals, and consistency of messages on Instagram play a crucial role in building brand identity. This research presents practical implications for the digital banking industry to optimize social media platforms as interaction-based and personalized marketing tools.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44321010037 |
| Uncontrolled Keywords: | Pesan Promosi Digital, Brand awareness, Bank Digital, Media Sosial, Instagram Digital Promotional Messages, Brand awareness, Digital Bank, Social Media, Instagram |
| 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 |
| Divisions: | Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran |
| Depositing User: | OKTAFIYANI AZ ZAHRO |
| Date Deposited: | 25 Mar 2025 03:10 |
| Last Modified: | 25 Mar 2025 03:10 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/95049 |
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