Zinnia, Inge Ade (2017) The Influence Of #Loudnproud Campaign By AIESEC Brawijaya On Instagram Toward The Brand Awareness Of AIESEC Brawijaya As Leadership Organization. Sarjana thesis, Universitas Brawijaya.
Abstract
Campaign is an attempt or one of many tool used by public relations division within an organization to achieve certain goal such as to increase the brand awareness and to strengthen the brand owned in the eyes of the society. Lately, there have been many variations of concept and campaign implementation. One of the many variations that develops is the communication campaign activities by using social media as place of campaign execution. #LoudnProud is one of campaign that aimed to increase brand awareness and strengthen the brand of an organization namely AIESEC Brawijaya to the society. This research aim to examine the influence of #LoudnProud campaign by AIESEC Brawijaya that execute on Instagram toward the brand awareness of AIESEC Brawijaya as leadership organization. The research approach is an explanative research. The researcher expects to assess how campaign that execute on Instagram can affect brand awareness that owned by the organization. Referencing the research measurement indicators to the concept of message content and message structure as X variable by Venus (2009) and the level of awareness of a brand as Y variable by Aaker (1991, in Durianto, 2001), the researcher codifies the research instrument targeted at 96 respondents quantified by using the likert scale measurement. The result of the research by the use of simple linear regression analysis shows that there will be an increase on brand awareness as much as 0.730 in every increase on the value of campaign where the brand awareness score is 14.939. The T-test was also performed toward both of the variables resulted tcount is higher ttable, as 5.065 > 1.989 which it can be conclude that there is significant influence between independent variable and dependent variable whereas in this research is campaign variable and brand awareness variable.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIS/2017/1080/051712343 |
| Uncontrolled Keywords: | Campaign, Campaign in Organization, Brand Awareness |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.83 Market research > 658.834 Consumer research > 658.834 3 Consumer attitudes, preferences, reactions |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi |
| Depositing User: | Kustati |
| Date Deposited: | 28 Dec 2017 02:35 |
| Last Modified: | 12 Oct 2020 05:35 |
| URI: | http://repository.ub.ac.id/id/eprint/7563 |
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