Pengaruh social media marketing (instagram) dan tagline terhadap brand awareness pada Pattern X Medan

Abiemanyoe, Satrio (2022) Pengaruh social media marketing (instagram) dan tagline terhadap brand awareness pada Pattern X Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Pemasaran sosial media menjadi salah satu andalan bagi setiap brand untuk dapat memasarkan produk maupun jasa yang mereka miliki kepada seluruh calon pelanggan. Serta tagline juga menjadi salah satu kalimat yang dapat menggambarkan produk ataupun jasa yang dimiliki sehingga semakin baik ketika pemasaran yang dilakukan langsung dapat menggambarkan visual dari produk yang dimiliki. Tujuan dari penelitian ini adalah untuk mengetahui bagaimana pemasaran sosial media (Instagram) dan Tagline memberikan pengaruh terhadap Brand Awareness.Desain penelitian ini dengan menggunakan metode kuantitatif. Teknik mengambil sample yaitu non probability sampling. Teknik Analisa data yang digunakan adalah analisis deskriptif statistic, uji instrument penelitian, Uji Asumsi Klasik, Analisis Regresi Linear Berganda, Uji Koifisien Determinasi dan Uji Hipotesis. Berdasarkan dari hasil penelitian, data telah terdistribusi secara normal, tidak memiliki interkorelasi antar variabel bebas dan bebas dari heteroskedasitas. Kesimpulan yang dapat diambil adalah Pemasaran Sosial Media memiliki pengaruh positif dan signifikan terhadap Brand Awareness dengan hasil itung t (4.269) ›t tabel(1.984). Tagline memiliki pengaruh positif dan signifikan terhadap Brand Awareness. dengan hasil itung t (4.625) ›t tabel(1.984) Serta Sosial Media Marketing dan Tagline memberikan pengaruh yang positif dan signifikan secara serempak terhadap Brand Awareness sebesar 60%. Rekomendasi untuk Pattern X Medan agar lebih menggunakan fitur Instagram dalam hal berkomunikasi serta memunculkan tagline di banyak tempat/Social media marketing become one of the mainstays for brand to market their product or services to the prospective customer. Therewithal, Tagline is a line which was able to portray the product or services offered. Thereof, It's best when the marketing is done in a manner that could directly represent the product's visuals. The purpose of this research is to find out how social media marketing (Instagram) and Tagline have an effect on Brand Awareness. The design of this research uses quantitative methods. The sampling technique is non-probability sampling. The data analysis technique used is statistical descriptive analysis, research instrument test, Classical Assumption Test, Multiple Linear Regression Analysis, Coefficient of Determination Test and Hypothesis Testing.Based on the results, the data were normally distributed, had no intercorrelation between independent variables, and there's no heteroscedasticity. The conclusion that can be drawn is that Social Media Marketing has a positive and significant effect on Brand Awareness with the results of calculating t (4,269) t table (1,984). The tagline has a positive and significant influence on Brand Awareness. with the results of calculating t (4,625) t table (1,984) and Social Media Marketing and Taglines have a positive and significant influence simultaneously on 60% Brand Awareness. Reccomendations for Pattern X Medan to use Instagram for communicating with followers and bring up more tagline in more place.

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