Silalahi, Angela Cicilia (2025) PENGARUH PESAN KAMPANYE #BRINGYOUROWNTUMBLER (BYOT) DI INSTAGRAM @CHATIMEINDO TERHADAP BRAND IMAGE CHAT = THE INFLUENCE OF #BRINGYOUROWNTUMBLER (BYOT) CAMPAIGN MESSAGE ON INSTAGRAM @CHATIMEINDO ON CHATIME’S BRAND IMAGE. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
Industri Food and Beverage (F&B) di Indonesia terus berinovasi, salah
satunya melalui tren minuman kekinian, yakni bubble tea. Chatime, salah satu
merek terkemuka di sektor ini berhasil menempati posisi teratas dalam survei "5
Merek Minuman Teh Kekinian Indonesia yang Paling Banyak Dikonsumsi" pada
Maret 2022. Sebagai merek yang dekat dengan penggunaan sampah plastik,
Chatime melakukan kampanye #BringYourOwnTumbler (BYOT) guna mengajak
Chatimers membawa tumbler saat membeli minuman.
Penelitian ini bertujuan untuk mengetahui pengaruh pesan kampanye #BYOT
terhadap brand image Chatime. Menggunakan pendekatan kuantitatif, data
dikumpulkan melalui survei online kepada 100 responden yang dipilih
menggunakan teknik purposive sampling. Responden adalah konsumen Chatime
yang mengetahui kampanye #BYOT di Instagram @chatimeindo dan pengguna
Instagram berusia 18 – 44 tahun. Teori yang digunakan adalah Elaboration
Likelihood Model untuk menjelaskan bagaimana khalayak memahami pesan
persuasif secara mendalam bergantung cara mereka memproses pesan.
Hasil penelitian menunjukkan hubungan kuat antara pesan kampanye
#BYOT dan brand image dengan nilai sebesar 0,737. Uji determinasi menunjukkan
pengaruh sebesar 54,3 persen, sedangkan sisanya 45,7 persen dipengaruhi oleh
faktor lain yang tidak diteliti. Hasil perhitungan uji hipotesis dengan uji t dan uji F
menyimpulkan bahwa H0 ditolak dan H1 diterima, yaitu pesan kampanye #BYOT
di Instagram @chatimeindo berpengaruh terhadap brand image Chatime.
/
Food and Beverage (F&B) industry in Indonesia continues to innovate,
particularly through trends like bubble tea. Chatime, one of Indonesia’s F&B
companies, secured the top position in the “Top 5 Most Consumed Bubble Tea
Brands in Indonesia” survey conducted in March 2022. To reduce plastic waste,
Chatime launched the #BringYourOwnTumbler (BYOT) campaign, encouraging
customers to bring their own tumblers when purchasing beverages.
This study aims to determine the influence of the #BYOT campaign messages
on Chatime’s brand image. Using a quantitative approach, data was collected
through an online survey of 100 respondents selected via purposive sampling. The
respondents were Chatime customers who aware of the #BYOT campaign on
Instagram @chatimeindo and Instagram users aged 18 – 44. The study applied the
Elaboration Likelihood Model to explain how audiences processes persuasive
messages.
The findings indicate a strong correlation between the #BYOT campaign
messages and brand image, with correlation value of 0,737. Determination tests
showed that 54,3% of the brand image was influenced by the campaign messages,
while the remaining 45,7% was attributed to other factors. Hypothesis testing
concluded that H0 was rejected and H1 accepted, confirming that the #BYOT
campaign on Instagram @chatimeindo significantly influenced Chatime’s brand
image.
Item Type: | Thesis (Bachelor) |
---|---|
Creators: | Creators NIM Email ORCID Silalahi, Angela Cicilia NIM01048210015 01048210015@student.uph.edu UNSPECIFIED |
Contributors: | Contribution Contributors NIDN/NIDK Email UNSPECIFIED Luhukay, Marsefio Sevyone 0702037101 marsefio.luhukay@uph.edu |
Uncontrolled Keywords: | campaign messages; #bringyourowntumbler (BYOT); brand image; instagram;chatime pesan kampanye;#bringyourowntumbler (BYOT); brand image;instagram;chatime |
Subjects: | H Social Sciences > HM Sociology > HM 1201-1216 Communication |
Depositing User: | Magang Input |
Date Deposited: | 30 Apr 2025 02:39 |
Last Modified: | 30 Apr 2025 02:39 |
URI: | http://repository.uph.edu/id/eprint/68243 |