PENGARUH POSITIONING MASKER CAMILLE TERHADAP BRAND AWARENESS

Hayfa Adzahra, Tasya (2023) PENGARUH POSITIONING MASKER CAMILLE TERHADAP BRAND AWARENESS. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

Positioning is something that is created into the mind or mind of consumers. Camille masks have a positioning as a healthier organic mask that is consistent and proven in the content shared on social media accounts that are integrated with discussions about health. This study discusses about "The Effect of Camille Mask Positioning on Brand Awereness" Using positioning theory (Kotler & Amstrong: 2008) and brand awareness theory (Kertamukti: 2008) is used as a theoretical basis in this study. This study used quantitative approach methodology. This study used a population of Camille mask Tiktok followers with 3,400,000 followers and a sample of 100 respondents. The results of this study through questionnaire research instruments. Percentage variable X (Positioning). The results of the coefficient of determination showed that the percentage of the influence of Camille mask positioning on brand awareness had a positive influence of 36.5%, while the remaining 63.5% was influenced by other factors not studied by this study.

Item Type:

Thesis (S1)

Contributors:

Contribution	Contributors	NIP/NIM
Thesis advisor	YUDHI SEPTA PRIANA, RONNY	198009242014041001

Additional Information:

Positioning merupakan sesuatu yang diciptakan ke dalam benak atau pikiran konsumen. Masker Camille memiliki positioning sebagai masker organik lebih sehat yang konsisten dan terbukti dalam konten yang dibagikan dalam akun sosial media yang terintegrasi dengan pembahasan mengenai kesehatan. Penelitian ini membahas tentang “Pengaruh Positioning Masker Camille Terhadap Brand Awereness” Menggunakan Teori positioning (Kotler&Amstrong:2008) dan teori brand awareness (Kertamukti: 2008) digunakan sebagai landasan teori dalam penelitian ini. Penelitian ini menggunakan metedologi pendekatan kuantitatif. Penelitian ini menggunakan populasi sebanyak followers Tiktok masker Camille dengan 3.400.000 pengikut dan sampel sebanyak 100 responden. Hasil penelitian ini melalui instrumen penelitian kuesioner. Presentase variabel X (Positioning). Hasil koefisien determinasi menunjukan bahwa presentase pengaruh positioning masker Camille terhadap brand awareness memiliki pengaruh positif sebesar 36,5% sedangkan sisanya 63,5% dipengaruhi oleh faktor lain yang tidak diteliti oleh penelitian ini.

Uncontrolled Keywords:

Brand, Brand Awareness, Camille Mask, Positioning, Strategy Marketing. Brand, Brand Awareness, Camille, Positioning, Strategi Marketing.

Subjects:

Communication > Communication (General)

Divisions:

06-Fakultas Ilmu Sosial dan Ilmu Politik
06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi

Depositing User:

Tasya Hayfa Adzahra

Date Deposited:

23 Oct 2023 10:36

Last Modified:

23 Oct 2023 10:36

URI:

http://eprints.untirta.ac.id/id/eprint/30440

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