ALIFAH, NAZMA NUR (2026) PENGARUH SOCIAL MEDIA MARKETING MELALUI INSTAGRAM TERHADAP BRAND AWARENESS SYNCHRONIZE FEST DI KALANGAN GENERASI Z (Survey pada Pengikut akun Instagram @synchronizefest). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The phenomenon of the high interest in musik concerts as one of the most popular activities among Indonesian society, along with the continuously increasing number of social media users, forms the background of this study. This research aims to examine the influence of social media marketing on Synchronize Fest brand awareness among Generation Z. This study employs the S–O–R Theory proposed by Hovland (1953) as its theoretical foundation. The social media marketing concept by Chris Heur which includes the dimensions of context, communication, collaboration, and connection, is used to analyze the use of Instagram @synchronizefest. Meanwhile, the concept of brand awareness refers to Kotler et al. which includes brand recall, brand recognition, purchase decision, and consumption. The research method used is a survey with a quantitative approach. The population of this study consists of active followers of the Instagram account @synchronizefest, with a total sample of 100 respondents selected using nonprobability sampling through a purposive sampling technique. The data were analyzed using IBM SPSS version 22 through correlation analysis, simple linear regression, coefficient of determination, and hypothesis testing. The results of the study show that the t-value (31.401) is greater than the ttable value (1.660), indicating that the null hypothesis is rejected and the alternative hypothesis is accepted. This finding demonstrates a significant influence of social media marketing on brand awareness. Based on the R-square value, social media marketing contributes 91% to Synchronize Fest brand awareness, while the remaining 9% is influenced by other factors outside this study. This study provides academic contributions to the development of digital marketing communication studies and practical benefits as a reference for social media strategies in the music festival industry. Keywords: Social Media Marketing, Brand Awareness, Instagram, Synchronize Fest, Generation Z. Fenomena tingginya peminat konser musik sebagai kegiatan paling banyak di urutan ke – 2 yang dilakukan oleh Masyarakat Indonesia, serta tingginya pengguna media sosial yang terus bertambah menjadi latar belakang adanya penelitian ini. Penelitian ini bertujuan untuk mengetahui Pengaruh Social Media Marketing Melalui Instagram Terhadap Brand Awareness Synchronize Fest Di Kalangan Generasi Z. Penelitian ini menggunakan Teori S–O–R dari Hovland (1953) sebagai landasan teoritis. Konsep social media marketing dari Chris Heur yang mencakup dimensi context, communication, collaboration, dan connection digunakan untuk menganalisis penggunaan Instagram @synchronizefest, sedangkan konsep brand awareness mengacu pada Kotler, dkk. yang meliputi brand recall, brand recognition, purchase decision, dan consumption. Metode penelitian yang digunakan adalah survey dengan pendekatan kuantitatif. Populasi dalam penelitian ini adalah pengikut aktif akun Instagram @synchronizefest, dengan jumlah sampel sebanyak 100 responden. Teknik penarikan sampel yang digunakan adalah non-probability sampling dengan menggunakan sampel terpilih atau purposive sampling. Data yang dianalisis menggunakan IBM SPSS versi 22 melalui uji korelasi, regresi linear sederhana, koefisien determinasi dan uji hipotesis. Hasil penelitian memperoleh nilai Thitung (31,401) > Ttabel (1,660), maka H0 ditolak dan Ha diterima yang artinya terdapat pengaruh signifikan antara kedua variable. Berdasarkan nilai R square, pengaruh tersebut sebesar 91%, sedangkan sisanya dipengaruhi faktor lain. Penelitian ini memberikan manfaat akademis dalam pengembangan kajian komunikasi pemasaran digital serta manfaat praktis sebagai referensi strategi media sosial festival musik. Kata Kunci : Social Media Marketing, Brand Awareness, Instagram, Synchronize Fest, Generasi Z.
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