Perception of cerita mereka’s instagram followers regarding puyo’s brand image through philanthropic cause

Chandra, Anjelina (2016) Perception of cerita mereka’s instagram followers regarding puyo’s brand image through philanthropic cause. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Corporate’s social responsibility is one of a major influence on stakeholder’s perception. Emphasizing a brand with positive attitude is an essential part to gain competitive advantage, which is the goal of most companies. Without exception Puyo, as a brand, utilizes philanthropic program to build its brand image. Thus, understanding the perception of Puyo’s stakeholders is crucial to evaluate the desired brand image efforts. This quantitative research will study on the perception of Cerita Mereka’s Instagram followers regarding Puyo’s brand image through their CSR program. Data regarding the study is gathered through questionnaire. Research findings show that through Cerita Mereka program, Puyo is perceived as a brand that has the high spirit of entrepreneurs by the followers./ Corporate Social Responsibility merupakan salah satu pengaruh besar pada persepsi stakeholder. Mempertegas bahwa brand memiliki sikap positif adalah bagian penting untuk mendapatkan keunggulan kompetitif, dan merupakan tujuan dari sebagian besar perusahaan. Tanpa kecuali Puyo, sebagai sebuah brand, menjalankan Program filatropis untuk membangun brand image yang diinginkan. Oleh karena itu, memahami persepsi stakeholders Puyo adalah hal penting untuk mengevaluasi upaya brand image yang diinginkan. Dalam penelitian ini, metode kuantitatif digunakan untuk mempelajari tentang persepsi followers Instagram Cerita Mereka mengenai upaya membentuk brand image Puyo melalui program CSR. Data dalam penelitian ini diperoleh melalui penyebaran kuesioner. Hasil penelitian menunjukkan bahwa melalui program Cerita Mereka, Puyo dipersepsikan sebagai brand yang memiliki semangat tinggi kewirausahaan oleh para followers.

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