Pengaruh Instagram @Budayakopi Terhadap Brand Awareness Cafe “Budaya Kopi” Di Kota Mojokerto

Sonaru, Santa Rezky (2018) Pengaruh Instagram @Budayakopi Terhadap Brand Awareness Cafe “Budaya Kopi” Di Kota Mojokerto. Sarjana thesis, Universitas Brawijaya.

Abstract

Penelitian ini memfokuskan Instagram sebagai applikasi media sosial, yang selanjutnya akan dianalisis lebih lanjut bagaimana pengaruh Instagram terhadap Brand Awareness di café Budaya Kopi di kota Mojokerto, dengan menggunakan teori EWOM untuk menganalisis penelitian ini. Berdasarkan hal tersebut maka variabel bebas dalam penelitian ini adalah dimensi EWOM, yang terdiri dari intensity, content, positive valence dan negative valency. Berikutnya variabel terikat dalam penelitian ini adalah Brand Awareness. Metode yang digunakan dalam penelitian ini adalah kuantitatif eksplanatif, sedangkan teknik analisis yang digunakan adalah analisis regresi linier berganda. Berdasarkan hasil penelitian menunjukan bahwa keseluruhan hipotesis secara simultan menunjukan variable dimensi EWOM memiliki pengaruh terhadap Brand Awareness, begitu juga dengan hipotesis secara parsial.Namum variable positive valency dan internsity memiliki pengaruh lebih besar dalam variable bebas dalam penelitian ini.

English Abstract

This research focused Instagram as social media application, which will then be further analyzed how the influence Brand Awareness against Instagram at café Coffee Culture in the town of Mojokerto, using the theory to EWOM analyze this research. Based on the terms of the free variables in this study is the dimension EWOM, consisting of intensity, content, positive valence and negative valency.The next variable is bound in this research is Brand Awareness. The methods used in this research is eksplanatif, while quantitative analysis techniques used was multiple linear regression analysis. Based on the results of the study showed that overall hypothesis to simultaneously show the variable dimension EWOM has an impact on Brand Awareness, as well as the hypothesis partially. But variable positive valency and internsity have greater influence in the free variables in the study

Item Type: Thesis (Sarjana)
Identification Number: SKR/FIS/2018/345/051805060
Uncontrolled Keywords: Electronic Word Of Mouth (EWOM), Dimensi Electronic Word Of Mouth (EWOM), Brand Awarness, Instagram,-Word Of Mouth (EWOM), Dimensi Electronic Word Of Mouth (EWOM), intensity, content, positive valency, negative valency, Brand Awarness, Instagram, web 2.0.
Subjects: 600 Technology (Applied sciences) > 663 Beverage technology > 663.9 Nonalcoholic brewed beverages > 663.93 Coffee
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi
Depositing User: soegeng sugeng
Date Deposited: 09 Jul 2019 02:28
Last Modified: 14 Mar 2022 02:49
URI: http://repository.ub.ac.id/id/eprint/163957
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