Alfaruq, Alam Nursalam (2020) Pengaruh Instagram Ads (Advertising) Dalam Membangun Brand Awareness Clothing Line Hebe. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui apakah instagram ads (advertising) memiliki pengaruh dalam membangung brand awareness yang diterapkan oleh clothing line HEBE yang ditujukan kepada target konsumen CL HEBE. Jenis penelitian ini menggunakan metode explanatory research, yang mana untuk mengetahui hubungan ataupun pengaruh instagram ads (advertising) dalam membangun brand awarness clothing line HEBE. Sampel yang digunakan sebanyak 100 respoden. Responden tersebut adalah konsumen yang sudah pernah membeli dan melihat konten-konten clothing line HEBE yang telah diiklankan melalui instagram advertising. Penyebaran sampel dilakukan dengan cara metode sampling purposive dengan karakteristik responden 17 tahun hingga 35 tahun, pernah melihat iklan clothing line HEBE dan mempunyai akun instagram. Data hasi sampling diambil melalui kuisioner dan diolah melalui software spss. Hasil dari penelitian ini adalah instagram picture ads dan instagram story ads memiliki pengaruh secara simultan dalam membangung brand awareness clothing line HEBE, jika penerapannya dilakukan secara bersama-sama, serta instagram picture ads memiliki pengaruh lebih dominan dalam membangung brand awareness CL HEBE dibandingkan instagram story ads.
English Abstract
The objective of this research is to identify whether or not Instagram Ads (advertising) used by Clothing Line HEBE has an effect in the creation of the company’s brand awareness in their targeted customers’ mind. This explanatory research identifies the relation between Instagram Ads and Clothing Line HEBE’s effort of creating brand awareness. Using purposive sampling method, 100 people aged seventeen to 35 who have Instagram account, have seen the company’s commercial and contents, and have purchased their products were selected as the respondents, to whom questionnaires were distributed. The data from which was then processed in SPSS. This study finds that Instagram picture ads and Instagram story ads, applied together, have a simultaneous effect in creating the brand awareness toward Clothing Line HEBE. Furthermore, Instagram picture ads has a more dominant effect than Instagram story ads in creating the brand awareness
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0520020469 |
| Uncontrolled Keywords: | Instagram Advertising, Instagram Picture Ads, Instagram Story Ads, Brand Awareness, Instagram Advertising, Instagram Picture Ads, Instagram Story Ads, Brand Awareness |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 04 Nov 2021 03:19 |
| Last Modified: | 12 Apr 2023 02:34 |
| URI: | http://repository.ub.ac.id/id/eprint/186457 |
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Text (DALAM MASA EMBARGO)
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