NUR HIDAYAH, HAFIIZHA (2023) PENGARUH SOCIAL MEDIA MARKETING TERHADAP BRAND AWARENESS PADA TOKO JINGGA GROCER. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
The improvement of internet technology has led to the creation of business competition so that companies need to create strong marketing strategies, of which is social media marketing. Grocer as a store in the organic agriculture sector utilized Instagram-based social media marketing to reach consumers. However, public brand awareness of Jingga Grocer is still relatively low. This study aims to analyze aims the influence and the most influential dimensions on social media marketing through Jingga Grocer’s Instagram on the Brand Awareness of the Jingga Grocer Store. Data collection was carried out by distributing questionnaires to 100 Instagram Jingga Grocer flowers. Data analysis in this study was carried out using descriptive analysis method, data instrument testing, classical assumption tests, and hypotheses. The results of this study indicate that social media marketing has an effects on Jingga Grocer’s brand awareness. In this study, it can be seen that the dimensions of soual media marketing which consist of context, communication, collaboration and connection are able to explain barnd awareness by 48,3% and the other 51,7% are explained by other dimensions outside the model. In this study, it can also be seen that the communication and connection variables are dimensions of social media marketing that significantly influence the brand awareness of Jingga Grocer. Therefore, Jingga Grocer should focus more an maximing the role of theses two dimensions in increasing brand awareness.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Kemajuan teknologi internet menyebabkan terciptanya persaingan bisnis sehingga perusahaan perlu menciptakan strategi pemasaran yang kuat, salah satunya adalah social media marketing. Grocer sebagai toko di bidang pertanian organik memanfaatkan pemasaran media sosial berbasis Instagram untuk menjangkau konsumen. Namun brand awareness masyarakat terhadap Jingga Grocer masih tergolong rendah. Penelitian ini bertujuan untuk menganalisis pengaruh dan dimensi yang paling berpengaruh pada social media marketing melalui Instagram Jingga Grocer terhadap Brand Awareness Toko Jingga Grocer. Pengumpulan data dilakukan dengan menyebarkan kuesioner kepada 100 pengikut Instagram Jingga Grocer. Analisis data dalam penelitian ini dilakukan dengan menggunakan metode analisis deskriptif, pengujian instrumen data, uji asumsi klasik, dan hipotesis. Hasil penelitian ini menunjukkan bahwa social media marketing berpengaruh terhadap brand awareness Jingga Grocer. Pada penelitian ini terlihat bahwa dimensi pemasaran media sosial yang terdiri dari context, communication, collaboration dan connection mampu menjelaskan brand awareness sebesar 48,3% dan 51,7% lainnya dijelaskan oleh dimensi lain di luar penelitian. Dalam penelitian ini juga terlihat bahwa variabel communication and connection merupakan dimensi social media marketing yang berpengaruh signifikan terhadap brand awareness Jingga Grocer. Oleh karena itu, Jingga Grocer harus lebih fokus dan memaksimalkan peran kedua dimensi tersebut dalam meningkatkan brand awareness. | |||||||||
| Uncontrolled Keywords: | Brand awareness, Collaboration,, Connection, Context, Communication Kesadaran Merek, Konteks, Komunikasi, Kolaborasi, Koneksi | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
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| Depositing User: | Hafiizha Nur Hidayah | |||||||||
| Date Deposited: | 20 Sep 2023 10:28 | |||||||||
| Last Modified: | 20 Sep 2023 10:28 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/28185 |
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