Abas, Ikesha Saphira Putri (2025) PENGARUH KONTEN MEDIA SOSIAL BRAND UMKM HII.MISU TERHADAP PENINGKATAN BRAND AWARENESS MELALUI SOCIAL MEDIA INSTAGRAM. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

ABSTRAK Ikesha Saphira Putri Abas. NIM 6662190081. SKRIPSI. Pengaruh Konten Media Sosial Brand UMKM Hii.Misu Terhadap Peningkatan Brand Awareness Melalui Social Media Instagram. Pembimbing I: Andin Nesia, S.I.K., M.I.Kom. dan Pembimbing II: Uliviana Restu H., S.Sos., M.I.Kom. Dalam penelitian ini menggunakan teori Socia Media Marketing. Penelitian ini bertujuan untuk mengetahui pengaruh konten media sosial brand UMKM Hii.Misu terhadap peningkatan Brand Awareness melalui Social Media Instagram. Metode peneltian yang digunakan ialah metode kuantitatif. Populasi penelitian ini adalah pembeli pengikut Hii.misu di Instagram. Teknik pengambilan sampel menggunakan simple random sampling dengan jumlah sampel sebanyak 100 responden. Pengujian hipotesis menggunakan analisis regresi linear dengan menggunakan bantuan SPSS 21. Berdasarkan hasil penelitian, didapatkan nilai R Square 0,488. Nilai tersebut menunjukkan bahwa variabel konten media sosial brand UMKM Hii.misu berpengaruh sebesar 48,8% terhadap variabel brand awareness (Y), kemudian untuk 51,2% sisanya dipengaruhi oleh variabel lain yang tidak diteliti pada penelitian ini. Kemudian dari hasil uji t, didapatkan nilai t_hitung (9,661) > t_tabel (1,660) dan nilai signifikansi (0,000) < alpha (0,05) maka keputusannya H0 ditolak dan Ha diterima, artinya terdapat pengaruh konten media sosial brand UMKM Hii.Misu terhadap peningkatan brand awareness melalui social media Instagram. Kata Kunci: Konten Media Sosial, UMKM, Instagram, Brand Awareness ABSTRACT Ikesha Saphira Putri Abas. NIM 6662190081. THESIS. The Influence of Social Media Content of Hii.Misu MSME Brand on Increasing Brand Awareness through Instagram Social Media. Supervisor I: Andin Nesia, S.I.K., M.I.Kom. and Supervisor II: Uliviana Restu H., S.Sos., M.I.Kom. In this study, the theory of Socia Media Marketing is used. This study aims to determine the influence of social media content of the Hii.Misu MSME brand on increasing Brand Awareness through Instagram Social Media. The research method used is a quantitative method. The population of this study is the buyer of Hii.misu followers on Instagram. The sampling technique uses simple random sampling with a sample of 100 respondents. Hypothesis testing uses linear regression analysis using the help of SPSS 21. Based on the results of the study, an R Square value of 0.488 was obtained. This value shows that the social media content variable of the Hii.misu MSME brand has an effect of 48.8% on the brand awareness variable (Y), then for the remaining 51.2% it is influenced by other variables that are not examined in this study. Then from the results of the t-test, a value of t_hitung (9.661) > t_tabel (1,660) and a significance value (0.000) < alpha (0.05) were obtained, so the decision H0 was rejected and Ha was accepted, meaning that there is an influence of the social media content of the Hii.Misu MSME brand on increasing brand awareness through social media Instagram. Keywords: Social Media Content, MSMEs, Instagram, Brand Awareness

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