THE INFLUENCE OF THE DARE TO BE BARE CAMPAIGN ON BRAND IMAGE ON INSTAGRAM @RAIKUBEAUTY

Octaviana, Vanisha and Susilo, Daniel and Vidal, Mateo Jose A. (2021) THE INFLUENCE OF THE DARE TO BE BARE CAMPAIGN ON BRAND IMAGE ON INSTAGRAM @RAIKUBEAUTY. SINERGI : Jurnal Ilmiah Ilmu Manajemen, 11 (2). ISSN 2087-4987

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Abstract

A woman's beauty comes from within, not from the outside. Raiku Beauty is able to establish itself amid its long-established beauty product competitors, despite its youth. Through @RaikuBeauty, Raiku Beauty uses Instagram to transmit messages and communicate a product in order to establish a brand image. The goal of this research was to determine whether there is an effect of @Raikubeauty Instagram social media content on the dare to be bare campaign on the Image Raiku brand. Quantitative explanatory research is used, including data collection techniques in the form of surveys. The population consisted of @Raikubeauty followers, with a sample size of 395 responses calculated using the Taro Yamane formula, and the hypothesis was tested using simple linear regression. The findings of hypothesis testing suggest that social media content on Instagram regarding the campaign dare to be bare has a substantial effect on brand image by 60.2 percent. This suggests that the dimensions of campaign-related social media material have an impact on brand image.

Item Type: Article
Keywords: brand image; Instagram; social media; raiku beauty
Subjects: 300 Social Sciences > 300 Social sciences, sociology and anthropology > 302 Social interaction, Interpersonal interaction > 302.23 Media of Communication, Mass Media
300 Social Sciences > 380 Commerce, communications and transportation > 381 Commerce (Trade, Incl. Branding, Marketing and Warehousing)
600 Technology (Applied Sciences) > 600 Technology > 600 Technology
600 Technology (Applied Sciences) > 650 Management and Public Relations > 659 Advertising, Marketing and Public Relations
Divisions: Faculty of Communication > Strategic Communication
Depositing User: Administrator UMN Library
Date Deposited: 17 Nov 2021 07:30
Last Modified: 17 May 2022 07:10
URI: https://kc.umn.ac.id/id/eprint/19100

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