Efektivitas fitur shop pada Instagram terhadap brand awareness @heureux.offc = The effectiveness of the shop feature on Instagram on brand awareness @heureux.offc

Vanessa, Sharent (2022) Efektivitas fitur shop pada Instagram terhadap brand awareness @heureux.offc = The effectiveness of the shop feature on Instagram on brand awareness @heureux.offc. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Pemasaran digital atau yang biasa dikenal dengan digital marketing merupakan sebuah alternatif memasarkan produk bagi para pengusaha kecil, menengah maupun besar. Teknik ini menggunakan media sosial sebagai sarana pemasarannya. Media sosial yang paling dominan untuk melaksanakan kegiatan ini adalah Facebook, Instagram, dan Twitter. Penelitian ini akan membahas apakah media digital khususnya Instagram efektif dalam meningkatkan awareness atau kesadaran masyarakat tentang sebuah brand atau merek. Penulis juga melihat efektivitas fitur shop yang disediakan aplikasi Instagram terhadap usaha-usaha yang memanfaatkan fitur tersebut, terutama usaha pakaian lokal yaitu akun @heureux.offc. Penelitian ini merupakan penelitian survei kuantitatif dengan teknik pengambilan data menggunakan kuisioner online, pengamatan yang dilakukan terhadap akun @heureux.offc, dan analisis komunikasi. Instrumen penelitian yang digunakan untuk mengukur efektivitas fitur shop dengan menggunakan model EPIC yang dikategorikan ke dalam 4 (empat) dimensi penilaian yang meliputi; Empathy (empati), Persuasion (persuasi), Impact (dampak), dan Communication (komunikasi). Teknik pengambilan sampel yang digunakan adalah non purposive sampling (N=100) dengan kriteria responden sudah pernah membeli produk dari akun @heureux.offc dan sudah mengikuti akun @heureux.offc. Hasil penelitian menunjukan bahwa akun @heureux.offc efektif dalam memanfaatkan fitur shop di Instagram untuk meningkatkan kesadaran masyarakat dengan adanya merek tersebut. Hasil uji regresi menunjukan bahwa nilai tertinggi (r2=.505) berada pada tingkatan tertinggi dari brand awareness yaitu top of mind sehingga dapat disimpulkan bahwa fitur shop efektif dalam menumbuhkan brand awareness pada akun @heureux.offc sehingga kegiatan pemasaran dan jual beli berlangsung dengan baik dan bahkan membawa peningkatan dalam jumlah penjualan / Digital marketing is an alternative often preferred to by small, medium and large entreprises. This technique uses social media as a marketing tool. The most dominant social media utilized for this activity are Facebook, Instagram, and Twitter. This study will discuss whether digital media, especially Instagram, is effective in increasing public awareness of a brand. The author also looks into the effectiveness of the shop feature provided by the Instagram application on businesses that take advantage of this feature, especially local clothing businesses, namely the @heureux.offc. The research is based on a quantitative survey collected through online questionnaires, observations made on the @heureux.offc account, and communication analysis. The research instrument used to measure the effectiveness of the Instagram shop feature uses the EPIC model which is categorized into 4 (four) assessment dimensions which include; Empathy, Persuasion, Impact, and Communication. The sampling technique used is nonpurposive sampling with the criteria that the respondents have purchased products from the @heureux.offc account and have followed the @heureux.offc account. The results showed that the @heureux.offc account is effective in utilizing the shop feature on Instagram to increase public awareness of the brand. The results of the regression test show that the highest value of 50.5% is at the highest level of brand awareness, namely top of mind so it can be concluded that the shop feature has been implemented by the @heureux.offc account effectively such buying and selling activities take place well and even lead to an increase in the number of sales.

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