Sulthan Niskala Rachman, - and Ridwan Effendi, - and Kusnendi, - (2025) PENGARUH KONTEN INSTAGRAM REELS IMAGINE A LIFE WITH SOPHIA LATJUBA TERHADAP BRAND IMAGE HOTTO: Studi Korelasi pada Pengikut Instagram @secangkir.hotto. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Penelitian ini bertujuan untuk menguji teori komunikasi S-O-R dan menganalisis pengaruh konten Instagram Reels Imagine a Life with Sophia Latjuba terhadap brand image Hotto. Konten Instagram Reels yang berkualitas berpotensi memiliki pengaruh positif terhadap peningkatan brand image suatu merek tertentu. Penelitian ini menggunakan pendekatan kuantitatif dengan metode studi korelasional yang melibatkan 400 responden pengikut Instagram @secangkir.hotto melalui teknik purposive sampling. Data dikumpulkan melalui kuesioner yang mengukur pengaruh isi pesan (X1), struktur pesan (X2), format pesan (X3), dan sumber pesan (X4) terhadap brand image Hotto (Y). Analisis data dilakukan menggunakan uji regresi linear berganda, uji parsial (uji-t), uji simultan (uji F), dan uji koefisien determinasi. Hasil penelitian menunjukkan bahwa terdapat pengaruh positif dari konten Instagram Reels “Imagine a Life with Sophia Latjuba” dan setiap subvariabelnya terhadap brand image Hotto. Temuan penelitian ini menekankan pada pentingnya memelihara serta meningkatkan brand image suatu bisnis atau perusahaan dan konten Instagram Reels dapat memberikan pengaruh positif terhadap brand image. Hal itu perlu dilakukan oleh setiap pelaku bisnis agar perusahaan miliknya terhindar dari nasib gulung tikar. This study aims to test the Stimulus-Organism-Response (S-O-R) communication theory and analyze the influence of the “Imagine a Life with Sophia Latjuba” Instagram Reels content on Hotto's brand image. High-quality Instagram Reels content has the potential to positively influence the improvement of a particular brand's image. This research uses a quantitative approach with a correlational study method involving 400 respondents who are followers of @secangkir.hotto Instagram account, selected through purposive sampling technique. The data were collected using a questionnaire that measured the influence of message content (X1), message structure (X2), message format (X3), and message source (X4) on Hotto's brand image (Y). Data analysis was conducted using multiple linear regression, partial tests (t-test), simultaneous tests (F-test), and coefficient of determination tests. The results showed a positive influence of the “Imagine a Life with Sophia Latjuba” Instagram Reels content and each of its subvariables on Hotto's brand image. The findings emphasize the importance of maintaining and improving a business or company's brand image, and that Instagram Reels content can positively affect brand image. This should be done by every businessman to prevent their company from facing the risk of bankruptcy.
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| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?view_op=new_profile&hl=en&authuser=1 ID SINTA Dosen Pembimbing: Ridwan Effendi: 5993378 Kusnendi: 5993243 |
| Uncontrolled Keywords: | Konten Instagram Reels, Brand Image, Teori S-O-R, Penelitian Komunikasi Instagram Reels Content, Brand Image, S-O-R Theory, Communication Research |
| Subjects: | H Social Sciences > HF Commerce |
| Divisions: | Fakultas Pendidikan Ilmu Pengetahuan Sosial > Ilmu Komunikasi |
| Depositing User: | Sulthan Niskala Rachman |
| Date Deposited: | 16 Apr 2025 05:57 |
| Last Modified: | 16 Apr 2025 05:57 |
| URI: | http://repository.upi.edu/id/eprint/132169 |
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PENGARUH KONTEN INSTAGRAM REELS IMAGINE A LIFE WITH SOPHIA LATJUBA TERHADAP BRAND IMAGE HOTTO
(Studi Korelasi pada Pengikut Instagram @secangkir.hotto). (deposited UNSPECIFIED)
- PENGARUH KONTEN INSTAGRAM REELS IMAGINE A LIFE WITH SOPHIA LATJUBA TERHADAP BRAND IMAGE HOTTO: Studi Korelasi pada Pengikut Instagram @secangkir.hotto. (deposited 16 Apr 2025 05:57) [Currently Displayed]
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