Efektivitas electronic word of mouth dalam menciptakan brand awareness Snazzy Boom melalui Instagram = Effectiveness of electronic word of mouth in create brand awareness of Snazzy Boom through instagram

Dwinita, Alya (2020) Efektivitas electronic word of mouth dalam menciptakan brand awareness Snazzy Boom melalui Instagram = Effectiveness of electronic word of mouth in create brand awareness of Snazzy Boom through instagram. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Kemudahan akses internet saat ini mempermudah manusia untuk berinterkasi dengan sesama. Bantuan sosial media, masyarakat juga dapat mengetahui berita terkini yang ada saat ini. Para pelaku bisnis saat ini juga menggunakan sosial media sebagai alat untuk mempromosikan barang mereka. Menarik perhatian dengan kemasan, Snazzy Boom adalah salah satu makanan arum manis kuno yang di kemas menjadi lebih modern. Penelitian ini menggunakan pendekatan kuantitatif menggunakan kuesioner, disebarkan kepada 100 responden yang merupakan followers dari akun instagram @snazzyboom. Metode analisa data yang digunakan pada penelitian ini adalah metode regresi linier sederhana dengan menggunakan uji koefisien determinasi, uji hipotesis F dan uji T, serta uji asumsi klasik. Hasil penelitian menunjukan bahwa variabel independen yaitu electronic word of mouth yang terdiri dari helping the other, expressing positive feelings dan helping the company mampu mempengaruhi secara signifikan positif terhadap brand awareness./ The effectiveness of internet access makes easier for humans to interact with others. With social media we can also find out the latest news that is currently available. Nowadays, business people also use social media as a tool to promote their goods. Attract people’s attention with packaging, Snazzy Boom is one of the ancient sweet arum manis that are packaged to become more modern. This research uses a quantitative approach using a questionnaire, distributed to 100 respondents who are followers of the Instagram account @snazzyboom. Data analysis method used in this study is a simple linear regression method using the coefficient of determination test, hypothesis testing F and T test, and the classical assumption test. The results showed that the independent variable, electronic word of mouth which consisted of helping the other, expressing positive feelings and helping the company were able to significantly influence positively on brand awareness.

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