Febriyanti, Nadya and Saiful Rahman Yuniarto,, S.Sos., MAB. (2023) Pengaruh Social Media Marketing terhadap Brand Awareness (Survei Online pada Pengguna Produk Avoskin Beauty). Sarjana thesis, Universitas Brawijaya.
Abstract
Avoskin beauty merupakan brand yang bergerak dalam bidang kecantikan asal Yogyakarta, Indonesia berdiri pada tahun 2014 dibawah naungan PT. AVO innovation Technology. Strategi yang diterapkan oleh Avoskin beauty salah satunya adalah melalui social media. Social media memiliki peran penting dalam berbagai bidang termasuk bidang bisnis dimana dengan penggunaan social media yang tepat oleh pelaku usaha untuk membangun brand awareness. Social media marketing memiliki empat unsur yang dapat menunjang suatu pemasaran, yaitu Content Creation, Content Sharing, Connecting, dan Community Building. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh dari Variabel Content Creation, Content Sharing, Connecting, dan Community Building terhadap Brand Awareness. Metode penelitian yang digunakan adalah penelitian kuantitatif dengan explanatory research. Metode analisis data penelitian ini menggunakan software SPSS for windows dengan sampel sejumlah 97 responden. Hasil penelitian ini menunjukkan bahwa Variabel Content Creation (X1), Connecting (X3), dan Community Building (X4) berpengaruh signifikan terhadap Brand Awareness (Y). Namun, pada variabel Content Sharing (X2) tidak memiliki pengaruh terhadap Brand Awareness (Y).
English Abstract
Avoskin beauty is a brand engaged in the beauty sector from Yogyakarta, Indonesia, which was established in 2014 under the auspices of PT. AVO innovation Technology. One of the strategies implemented by Avoskin Beauty is through social media. Social media has an important role in various fields including the business sector where the proper use of social media by business actors can build brand awareness. Social media marketing has four elements that can support marketing, namely Content Creation, Content Sharing, Connecting, and Community Building. The purpose of this study was to determine the effect of the Variables Content Creation, Content Sharing, Connecting, and Community Building on Brand Awareness. The research method used is quantitative research with explanatory research. The data analysis method of this study used SPSS for windows software with a sample of 97 respondents. The results of this study indicate that the Variables Content Creation (X1), Connecting (X3), and Community Building (X4) have a significant effect on Brand Awareness (Y). However, the Content Sharing variable (X2) has no effect on Brand Awareness (Y).
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0523030763 |
| Uncontrolled Keywords: | Bisnis, Marketing, Strategi Marketing, Social Media, dan Brand Awareness |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Endang Susworini |
| Date Deposited: | 19 Jan 2024 07:30 |
| Last Modified: | 19 Jan 2024 07:30 |
| URI: | http://repository.ub.ac.id/id/eprint/211595 |
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Text (DALAM MASA EMBARGO)
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