Lisna, Taritza Nabila Dwi (2025) PENGARUH KONTEN STORYTELLING INSTAGRAM @hmns.id TERHADAP CITRA MEREK PARFUM LOKAL HMNS. S1 thesis, Universitas Mercu Buana-Menteng.
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Abstract
Perkembangan industri parfum di Indonesia meningkat pesat, menurut data dari Statistia Research Department pada tahun 2024 naik sebesar 11,17% dibandingkan tahun sebelumnya. Salah satu merek parfum lokal yang bersaing di Indonesia adalah HMNS. Konten storytelling yang diproduksi dan diunggah oleh HMNS di Instagram adalah sebuah strategi yang dilakukan untuk meningkatkan kepercayaan pembeli, meningkatkan penjualan produk, dan membangun citra merek produk HMNS. Penelitian ini memiliki tujuan untuk mengetahui seberapa besar pengaruh konten Storytelling terhadap citra merek dari merek parfum lokal HMNS. Menggunakan metode penelitian survei dengan pendekatan kuantitatif terhadap 204 sampel yang merupakan pengguna aktif Instagram dan pengikut akun Instagram @hmns.id. Fokus peneliti pada dua variabel yaitu konten stoytelling (X) dan citra merek parfum HMNS (Y). Penelitian ini menggunakan konsep 4C dan Brand Equity Theory. Hasil data diolah menggunakan aplikasi SPSS melalui uji korelasi dan uji regresi. Berdasarkan hasil analisis data, nilai koefisien regresi sebesar 0,522 yang menunjukan bahwa terdapat pengaruh secara sebagian dansignifikan dari variabel konten storytelling terhadap citra merek yang berarti semakin tinggi nilai konten storytelling maka semakin tinggi pula nilai citra merek secara positif. Nilai koefisien korelasi (R) sebesar 0,732 digunakan untuk menghitung nilai koefisien determinasi. Hasil koefisien determinasi yaitu 0,533 yang berarti bahwa sebesar 53,5% Konten Storytelling (X) berpengaruh terhadap Citra Merek (Y) parfum HMNS sedangkan 46,5% lainnya dipengaruhi oleh variabel lain. The development of the perfume industry in Indonesia is increasing rapidly, according to data from the Statistia Research Department in 2024 increased by 11.17% compared to the previous year. One of the brands that competes in Indonesia is HMNS. The content of storytelling content produced and uploaded by HMNS on Instagram is a strategy to increase buyer trust, increase strategy to increase buyer confidence, increase product sales, and build the brand image of HMNS products. This research aims to find out how much influence storytelling content has on the brand image of the local perfume brand HMNS. Using quantitative research methods with survey techniques on 204 active Instagram users who are also followers of @hmns.id. The researcher's focus was on two variables, namely storytelling content (X) and HMNS perfume brand image (Y). The theories used in this research are the 4C theory and Brand Equity Theory. The data results were processed using SPSS through correlation tests and regression tests. Based on the results of data analysis, the regression coefficient value is 0.522, which shows that there is a significant partial influence of the storytelling content variable on brand image, which means that the higher the storytelling content value, the higher the positive brand image value. The correlation coefficient (R) value of 0.732 is used to calculate the coefficient of determination value. The coefficient of determination result is 0.533, which means that 53.5% of the Storytelling Content (X) influences the Brand Image (Y) of HMNS perfume, while the other 46.5% is influenced by other variables that were not studied.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44220110049 |
| Uncontrolled Keywords: | Konten Storytelling, Instagram, Citra Merek Storytelling Content, Instagram, Brand Image |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 657 Accounting/Akuntansi > 657.8 Accounting for Enterprises Enganged in Specific Kinds of Activities/Akuntansi Usaha yang Bergerak dalam Jenis Kegiatan Tertentu > 657.84 Communications and Entertainment Media/Media Komunikasi dan Hiburan |
| Divisions: | Fakultas Ilmu Komunikasi > Hubungan Masyarakat |
| Depositing User: | ZAIRA ELVISIA |
| Date Deposited: | 11 Sep 2025 06:12 |
| Last Modified: | 11 Sep 2025 06:12 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/97689 |
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