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

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

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