PENGARUH AKUN SOSIAL MEDIA TERHADAP BRAND AWARENESS DI INSTAGRAM “@Kafe.pedjuang”

NURJANAH, PUTRI (2025) PENGARUH AKUN SOSIAL MEDIA TERHADAP BRAND AWARENESS DI INSTAGRAM “@Kafe.pedjuang”. S1 thesis, Universitas Mercu Buana Jakarta - Menteng.

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Abstract

Pengaruh akun sosial media merupakan salah satu strategi pemasaran yang berfungsi untuk meningkatkan brand awareness di instagram @kafe.pedjuang. Penelitian ini memiliki tujuan untuk penelitian mengetahui seberapa besar pengaruh akun sosial media terhadap brand awareness di instagram @kafe.pedjuang. Brand awareness didefinisikan sebagai kemampuan konsumen untuk mengenali atau mengingat sebuah merek dalam kategori produk tertentu dengan tingkat kejelasan yang memadai, yang dapat mendorong mereka untuk melakukan pembelian. Penelitian ini menggunakan pendekatan kuantitatif menggunakan probability sampling dengan jenis simple random sampling. Sampel yang akan diambil adalah followers Instagram @kafe.pedjuang yang sesuai dengan kriteria yang sudah ditentukan oleh peneliti. Hasil penelitian ini yaitu membuktikan sejauh mana pengaruh Akun Sosial Media pada brand awareness di instagram Kafe.pedjuang, maka untuk membuktikan pernyataan tersebut peneliti melakukan uji koefisien determinasi dimana nilai R square (R2) sebesar 0,139 atau 13,9% sehingga dapat disimpulkan bahwa variabel X (Akun Sosial Media) mempengaruhi variabel Y (Brand Awareness) sebesar sebesar 13,9% dan sisanya sebesar 86,1% dipengaruhi oleh faktor lain di luar Akun Sosial Media yang tidak diteliti pada penelitian ini.This study aims to analyze the influence of social media accounts on the level of brand awareness on Kafe.Pedjuang Instagram. Social media, especially Instagram, has become one of the effective marketing tools in building relationships with consumers and introducing brands to a wider audience. This study uses a quantitative approach with a survey method on Kafe.Pedjuang account followers on Instagram. Data were collected through an online questionnaire that measured social media activity, user interaction, uploaded content, and its impact on brand awareness. The results of the analysis show that elements such as upload frequency, visual quality, user engagement, and direct interaction through comments or messages have a significant influence on the level of brand awareness. In conclusion, effective management of social media accounts can significantly increase brand awareness. This study is expected to provide insight for Kafe.Pedjuang managers and other business actors in utilizing social media for more effective marketing strategies. The results of the analysis show that elements such as upload frequency, visual quality, user engagement, and direct interaction through comments or messages have a significant influence on the level of brand awareness. In conclusion, effective management of social media accounts can significantly increase brand awareness. This study is expected to provide insight for Kafe.Pedjuang managers and other business actors in utilizing social media for more effective marketing strategies. Based on the objectives of this study, namely to prove the extent of the influence of Social Media Accounts on brand awareness on Kafe.pedjuang's Instagram, to prove this statement, the researcher conducted a determination coefficient test where the R square (R2) value was 0.139 or 13.9% so that it can be concluded that variable X (Social Media Accounts) affects variable Y (Brand Awareness) by 13.9% and the remaining 86.1% is influenced by other factors outside of Social Media Accounts that were not examined in this study.

Item Type:	Thesis (S1)
NIM/NIDN Creators:	44321010088
Uncontrolled Keywords:	Media sosial, Instagram, brand awareness, pemasaran digital, Kafe.Pedjuang. social media, Instagram, brand awareness, digital marketing, Kafe.Pedjuang.
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social
Divisions:	Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran
Depositing User:	YOSUA EBENEZER PARDEDE
Date Deposited:	15 Sep 2025 08:24
Last Modified:	15 Sep 2025 08:24
URI:	http://repository.mercubuana.ac.id/id/eprint/97900

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