PENGARUH INSTAGRAM MARKETING TERHADAP BRAND AWARENESS BOOYEAH JAKARTA

    Aisyah Lutfiah Arifah, - and Dally Nur Arif, - and Tedi Supriyadi, - (2025) PENGARUH INSTAGRAM MARKETING TERHADAP BRAND AWARENESS BOOYEAH JAKARTA. S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Penelitian ini bertujuan untuk mengevaluasi pengaruh strategi pemasaran melalui Instagram terhadap peningkatan kesadaran merek (brand awareness) pada Booyeah Jakarta, sebuah usaha di bidang kuliner yang tengah berkembang. Dalam konteks pariwisata, sektor kuliner memiliki peran penting dalam menciptakan pengalaman wisata yang berkesan, dan media sosial seperti Instagram menjadi saluran promosi yang efektif karena sifatnya yang visual dan interaktif. Metode penelitian yang digunakan adalah kuantitatif dengan desain ex post facto, dan pengumpulan data dilakukan melalui survei daring kepada konsumen Booyeah Jakarta. Data yang diperoleh dianalisis menggunakan perangkat lunak IBM SPSS Statistics 25 untuk mengidentifikasi hubungan antara aktivitas pemasaran digital dengan tingkat kesadaran merek. Hasil penelitian menunjukkan bahwa pemasaran melalui Instagram memberikan dampak positif dan signifikan terhadap peningkatan brand awareness. Elemen-elemen seperti penyajian konten visual yang menarik, interaksi yang terjaga secara konsisten, pemanfaatan fitur-fitur Instagram, serta kerja sama dengan influencer terbukti efektif dalam memperkuat posisi merek di benak konsumen. Dalam ruang lingkup industri pariwisata, strategi ini juga berkontribusi dalam membangun citra Jakarta sebagai destinasi kuliner yang modern dan menarik. Oleh karena itu, pendekatan pemasaran digital yang tepat dan responsif dapat menjadi keunggulan kompetitif bagi pelaku usaha kuliner di era digital saat ini. This study aims to examine the influence of Instagram marketing strategies on brand awareness at Booyeah Jakarta, a growing culinary business in the capital city. In the context of tourism, the culinary sector plays a vital role in shaping memorable travel experiences. As a visually driven and interactive platform, Instagram has emerged as an effective tool for promoting brands, engaging with both local consumers and tourists, and fostering emotional connections with audiences. A quantitative research approach was employed using an ex post facto design. Data were collected through an online survey targeting Booyeah Jakarta’s customers and analyzed using IBM SPSS Statistics 25 to assess the relationship between digital marketing strategies and brand awareness levels. The findings indicate that Instagram marketing has a positive and significant impact on enhancing brand awareness. Key elements such as appealing visual content, consistent engagement, effective use of Instagram features, and collaborations with influencers play a crucial role in strengthening brand positioning. Within the broader scope of tourism, this strategy contributes to shaping Jakarta’s image as a vibrant culinary destination. Therefore, strategic and adaptive use of social media marketing can serve as a competitive advantage for culinary businesses in the digital era.

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    Official URL: https://repository.upi.edu/
    Item Type: Thesis (S1)
    Additional Information: https://scholar.google.com/citations?hl=id&user=0yWpCFEAAAAJ&scilu=&scisig=ACUpqDcAAAAAaGajGhoggX5K5CEAE2dYLY-GSx0&gmla=AH8HC4yqFFGdU3Ksh7MSgoD_8u95If_ceI3rQbOraZJHCBLx-FxQmJLioomXycP4Gda98K__-kAe7o--Hq2uph_wW8jBpyNihzVV_0qfd5Vfa8of_XeDGEDzi8c&sciund=569011199706591901 ID SINTA Dosen Pembimbing: Dally Nur Arif: 6745748 Tedi Supriyadi: 5993317
    Uncontrolled Keywords: Booyeah Jakarta, Brand Awareness, Marketing Management, Food & Beverage, Instagram Marketing. Booyeah Jakarta, Brand Awareness, Marketing Management, Food & Beverage, Instagram Marketing.
    Subjects: L Education > L Education (General)
    Divisions: UPI Kampus Sumedang > S1 Industri Pariwisata
    Depositing User: Aisyah Lutfiah Arifah
    Date Deposited: 29 Jul 2025 06:10
    Last Modified: 29 Jul 2025 06:10
    URI: http://repository.upi.edu/id/eprint/134076

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