Pengaruh Social Media Marketing Instagram @RELX_ID terhadap Brand Awareness

Setiawan, Hansel Rizky (2022) Pengaruh Social Media Marketing Instagram @RELX_ID terhadap Brand Awareness. Bachelor Thesis, Universitas Multimedia Nusantara.

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Abstract

RELX merupakan produsen rokok elektrik (e-cig) yang masuk ke Indonesia pada Januari 2019 dan memilih strategi pemasaran dengan teknik social media marketing yang diaplikasikan lewat media sosial Instagram. Penelitian ini bertujuan untuk mengetahui pengaruh social media marketing Instagram @relx_id terhadap Brand Awareness. Jenis Penelitian ini adalah kuantitatif dengan sifat eksplanatif serta menggunakan konsep social media marketing, dan juga brand awareness. Peneliti menggunakan metode survei dalam penelitian ini dengan menyebarkan kuesioner kepada 170 responden yang sesuai dengan karakteristik dalam penelitian yaitu berusia 21-34 tahun, pengikut dari akun Instagram @relx_id, dan berdomisili di Kota-kota besar di Indonesia. Dari hasil penelitian didapatkan hasil bahwa terdapat pengaruh social media marketing Instagram @relx_id terhadap brand awareness sebesar 28,6% dan sisanya dipengaruhi oleh faktor lain.

Item Type:	Thesis (Bachelor Thesis)
Creators:	Setiawan, Hansel Rizky (00000018349)
Contributors:	Saputro, Calvin Eko Hadi (0303056102)
Keywords:	Social Media Marketing, Brand Awareness, Marketing
Subjects:	000 Computer Science, Information and General Works > 000 Computer Science, Knowledge and Systems > 006 Special Computer Methods > 006.7 Multimedia Systems, Blogs, Social Media, Web Application Frameworks 600 Technology (Applied Sciences) > 650 Management and Public Relations > 658 General management (Risk Management, Profit and Loss, Logistics) > 658.8 Mall, Shopping Center, E-Commerce > 658.84 Marketing Distribution 600 Technology (Applied Sciences) > 650 Management and Public Relations > 658 General management (Risk Management, Profit and Loss, Logistics) > 658.8 Mall, Shopping Center, E-Commerce > 658.87 Retail Channel > 658.872 Brand, Branding
Sustainable Development Goals:	Goal 08. Promote sustained, inclusive and sustainable economic growth, full and productive employment and work for all Goal 09. Build resilient infrastructure, promote inclusive and sustainable industrialization and foster innovation
Divisions:	Faculty of Communication > Strategic Communication
Date Deposited:	20 Jul 2022 03:08
URI:	https://kc.umn.ac.id/id/eprint/21556

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