AMELIA, ANNISA RIZKY (2024) PENGARUH KONTEN MEDIA SOSIAL INSTAGRAM TERHADAP BRAND AWARENESS ESTEH INDONESIA (Survey Pada Followers Instagram @esteh.indonesia). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The presence of social media has had an impact on the way we communicate in all fields, including marketing products. Apart from that, social media also makes communication more effective. Not a few business people use social media, especially Instagram, to market their products. One of the business people who uses Instagram to market products is Esteh Indonesia. Esteh Indonesia carries out marketing communications through social media with the aim of spreading brand awareness and attracting buying interest so that their brand can be recognized and remembered by the audience on social media. The aim of this research is to assess the influence of the content on @esteh.indonesia through Instagram on the Brand Awareness of Esteh Indonesia. Brand awareness refers to consumers' ability to recognize, recall, and identify specific details that impact purchasing decisions. The research employed a quantitative survey method through an explanatory approach with sample selection using purposive sampling. Samples were drawn from 68,300 followers of the Instagram account @esteh.indonesia, with a total of 100 respondents. The research findings reveal a Brand Awareness variable value of 19,543, with results from linear regression, partial regression, and correlation tests indicating a positive and significant between Instagram content and Brand Awareness. This suggests that the use of the Instagram social media platform can influence Brand Awareness. It is observed that a higher usage of this social media platform corresponds to increased Brand Awareness among followers, and vice versa. The partial test results of the influence of Instagram Social Media Content (X1) on Brand Awareness (Y) obtained a calculated t value of 6,520 > t table of 1,984, and a p value of 0.000 < 0.05, so that Ha was accepted and showed that the Instagram Social Media Content variable had a positive effect significant to the Brand Awareness variable Keywords : Brand Awareness, Instagram, Social Media Kehadiran media sosial membawa dampak dalam cara berkomunikasi di segala bidang, termasuk dalam memasarkan produk. Selain itu, media sosial juga menyebabkan komunikasi yang berlangsung menjadi lebih efektif. Tidak sedikit pebisnis yang menggunakan media sosial khususnya Instagram untuk memasarkan produk mereka. Salah satu pebisnis yang menggunakan Instagram dalam memasarkan produk yaitu Esteh Indonesia. Esteh Indoensia melakukan komunikasi pemasaran melalui sosial media bertujuan untuk menyebarkan brand awareness dan menarik minat beli agar merek mereka dapat dikenali dan diingat oleh audiens di media sosial. Tujuan dari penelitian ini adalah untuk mengukur pengaruh konten @esteh.indonesia melalui Instagram terhadap brand awaresess Esteh Indonesia. Brand awareness (kesadaran merk) merupakan kemampuan konsumen dalam mengenali, mengingat kembali, mengidentifikasi dengan detail tertentu yang memengaruhi keputusan pembelian. Metode penelitian yang diterapkan adalah kuantitatif survey melalui pendekatan eksplanatif dengan pengambilan sampel menggunakan teknik purposive sampling. Pengambilan sampel dilakukan pada 68.300 pengikut akun Instagram @esteh.indonesia dengan jumlah sampel 100 orang responden. Hasil penelitian ini menunjukkan nilai variabel Brand Awarness 19.543 dengan hasil uji regresi linear, parsial dan korelasi yang diketahui dari hubungan positif dan signifikan antara konten media sosial Instagram terhadap Brand Awarness. Hal tersebut menunjukkan bahwa penggunaan media sosial Instagram dapat memengaruhi Brand Awareness yang menunjukkan hubungan semakin tinggi penggunaan platform media sosial tersebut maka Brand Awareness pengikutnya akan semakin tinggi dan sebaliknya. Hasil pengujian secara parsial pengaruh Konten Media Sosial Instagram (X1) terhadap Brand Awarness (Y) memperoleh nilai t hitung sebesar 6.520 > t tabel sebesar 1.984, serta nilai p value 0.000 < 0.05, sehingga Ha diterima dan menunjukkan variabel Konten Media Sosial Instagram berpengaruh positif signifikan terhadap variabel Brand Awarness. Kata kunci : Brand Awareness, Instagram, Media sosial
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