Efektivitas aisas melalui media sosial instagram dalam meningkatkan brand awareness blp beauty sebagai kosmetik local brand = the effectiveness of aisas through instagram social media in increasing blp beauty awareness brand as cosmetic local brand

Rahmawati, Jesslyn Karen (2019) Efektivitas aisas melalui media sosial instagram dalam meningkatkan brand awareness blp beauty sebagai kosmetik local brand = the effectiveness of aisas through instagram social media in increasing blp beauty awareness brand as cosmetic local brand. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The high development of the cosmetics industry in Indonesia has led to intense competition between local brands and imports in marketing their products. One of the ways BLP Beauty has done it to market its products is through social media Instagram. Where according to data from the Indonesian Internet Service Providers Association (APJII) in February 2015, Instagram social media is a great opportunity for marketers to market their products. Marketers are also required to be more creative and innovate in creating product strategies and quality. Therefore, this research was conducted to determine the effectiveness of Instagram social media in promoting BLP Beauty as a local brand cosmetics. Researchers use the theory of digital marketing, social media, AISAS and brand awareness. This study uses descriptive quantitative methods with regression analysis. Primary data collection is done by questionnaire. Researchers want to find out how to promote a brand by using the AISAS principle that influences brand awareness. From the results of the AISAS principle it can be concluded that the variables of attention, search, and share greatly influence brand awareness. While the results of interest and action variables also influence brand awareness, but not as much as other variables. So that new strategies are needed for BLP Beauty to increase purchases. Then the influence of all AISAS components on brand awareness is 66.5%, which means that attention, interest, seacrh, action and share has an effect on brand awareness while the remaining 33.5% is influenced by other variables besides AISAS./ Perkembangan industri kosmetik di Indonesia yang tinggi menimbulkan persaingan yang ketat antara local brand maupun impor dalam memasarkan produknya. Salah satu cara yang dilakukan BLP Beauty untuk memasarkan produknya adalah lewat media sosial Instagram. Dimana menurut data Asosiasi Penyelenggara Jasa Internet Indonesia (APJII) Februari 2015, sosial media Instagram menjadi peluang besar bagi marketer untuk memasarkan produknya. Para marketer juga dituntut untuk semakin kreatif dan berinovasi dalam menciptakan strategi dan kualitas produk. Oleh karena itu, penelitian ini dilakukan untuk mengetahui efektivitas media sosial Instagram dalam mempromosikan BLP Beauty sebagai kosmetik local brand. Peneliti menggunakan teori digital marketing, media sosial, AISAS dan brand awareness. Penelitian ini menggunakan metode kuantitatif deskriptif dengan analisis regresi. Pengumpulan data primer yang dilakukan dengan cara kuisioner. Peneliti ingin mencari tahu bagaimana mempromosikan brand dengan menggunakan prinsip AISAS yang berpengaruh terhadap brand awareness. Dari hasil prinsip AISAS dapat disimpulkan bahwa variabel attention, search, dan share sangat berpengaruh terhadap brand awareness. Sedangkan hasil variabel interest dan action juga berpengaruh terhadap brand awareness, tetapi tidak sebanyak variabel lain. Sehingga dibutuhkannya strategi-strategi baru bagi BLP Beauty untuk meningkatkannya terjadinya pembelian. Lalu Pengaruh dari semua komponen AISAS terhadap brand awareness sebesar 66.5% yang artinya attention, interest, search, action, share berpengaruh terhadap brand awareness sedangkan sisanya 33.5% dipengaruhi oleh variable lain selain AISAS.

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