Pengaruh social media marketing terhadap brand awareness dan brand image instagram pesona Indonesia

Swimbawa, Made Krisnantha (2024) Pengaruh social media marketing terhadap brand awareness dan brand image instagram pesona Indonesia. Masters thesis, Universitas Pelita Harapan.

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Abstract

This research aims to analyze the influence of social media marketing, including aspects of entertainment, interaction, trendiness, customisation and EWOM on brand awareness and brand image directly and indirectly through consumer brand engagement on Instagram Pesona Indonesia. This research uses a quantitative approach by distributing questionnaires to respondents who have followed the Pesona Indonesia Instagram account. Valid data obtained was 400 out of 470 responses to the questionnaire. This research uses quantitative descriptive methods. The sampling technique used in this research is non-probability, convenience sampling. This research shows that brand awareness is directly influenced by entertainment and trend variables, while interaction, customisation and EWOM do not influence it directly. Brand image is directly influenced by interaction variables and trendiness, while entertainment, customisation and EWOM do not influence it directly. However, through consumer brand engagement, it can indirectly change the variables of interaction, customisation and EWOM to become influential and change trendiness to have no effect on brand awareness. Then, through consumer brand engagement, entertainment, customisation and EWOM become influential, and trendiness become less influential on the brand image. Through this research, it is hoped that the manager of the official Pesona Indonesia Instagram account as a public service account will be able to increase brand awareness and brand image through social media marketing appropriately and effectively. / Penelitian ini bertujuan untuk menganalisis pengaruh dari pemasaran media sosial meliputi aspek hiburan, interaksi, tren, kustomisasi dan EWOM terhadap brand awareness dan brand image secara langsung maupun tidak langsung melalui consumer brand engagement pada Instagram Pesona Indonesia. Penelitian ini menggunakan pendekatan kuantitatif dengan menyebarkan kuesioner responden yang telah mengikuti akun Instagram Pesona Indonesia. Data valid yang diperoleh sebanyak 400 dari 470 respon terhadap kuesioner. Penelitian ini menggunakan metode deskriptif kuantitatif. Teknik pengambilan sampel yang digunakan pada penelitian ini yaitu non-probability, convenience sampling. Penelitian ini menunjukkan bahwa kesadaran merek dipengaruhi secara langsung oleh variabel hiburan dan tren, sedangkan interaksi, kustomisasi dan EWOM tidak mempengaruhi secara langsung. Brand awareness dipengaruhi secara langsung oleh variabel interaksi dan tren, sedangkan hiburan, kustomisasi dan EWOM tidak mempengaruhi secara langsung. Namun setelah melalui keterlibatan pada suatu merek, secara tidak langsung mampu merubah variabel interaksi, kustomisasi dan EWOM menjadi berpengaruh serta merubah tren menjadi tidak berpengaruh pada kesadaran merek. Kemudian dengan melalui keterlibatan pada suatu merek juga merubah hiburan, kustomisasi dan EWOM menjadi berpengaruh serta tren menjadi tidak berpengaruh pada brand image. Melalui penelitian ini, diharapkan agar pengelola dari akun resmi Instagram Pesona Indonesia sebagai akun pelayanan publik mampu meningkatkan kesadaran dan brand awareness melalui pemasaran media sosial dengan tepat dan efektif.
Item Type: Thesis (Masters)
Creators:
Creators
NIM
Email
ORCID
Swimbawa, Made Krisnantha
NIM01645220016
Dekkriz.hanzo@gmail.com
UNSPECIFIED
Contributors:
Contribution
Contributors
NIDN/NIDK
Email
Thesis advisor
Lemy, Diena Mutiara
NIDN0316047401
lemydiena@gmail.com
Uncontrolled Keywords: entertainment ; interaction ; trendiness ; customisation ; EWOM ; consumer brand engagement ; brand awareness ; brand image
Subjects: G Geography. Anthropology. Recreation > G Geography (General) > G154.9-155.8 Tourism
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Tourism > Master of Tourism
Current > Faculty/School - UPH Karawaci > Faculty of Tourism > Master of Tourism
Depositing User: Made Krisnantha Swimbawa
Date Deposited: 19 Jul 2024 02:02
Last Modified: 19 Jul 2024 02:02
URI: http://repository.uph.edu/id/eprint/64142

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