PENGARUH SOCIAL MEDIA MARKETING TERHADAP BRAND AWARENESS PRODUK KAHF PADA GEN-Z

Howard Lauson, - (2023) PENGARUH SOCIAL MEDIA MARKETING TERHADAP BRAND AWARENESS PRODUK KAHF PADA GEN-Z. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Penelitian ini meneliti dampak social media marketing terhadap brand awareness merek Kahf, dengan fokus khusus pada Generasi Z Indonesia. Industri kosmetik, termasuk Kahf, telah mengalami pertumbuhan yang signifikan karena faktor seperti peningkatan valuasi pasar. Meskipun Kahf telah mendapatkan pengakuan dan penghargaan, penjualan melalui platform e-commerce masih tertinggal dibandingkan pesaing yang sudah lebih dahulu muncul seperti Nivea dan Garnier. Oleh karena itu, brand awareness menjadi faktor penting dalam membedakan produk di pasar yang ramai. Penelitian ini bertujuan untuk menentukan pengaruh social media marketing terhadap brand awareness di kalangan konsumen Generasi Z. Metode penelitian deskriptif dengan pendekatan kuantitatif digunakan pada penelitian ini, dan data dikumpulkan melalui purposive sampling dengan kriteria responden berkelahiran 1997 – 2012 dan aktif menggunakan social media. Penelitian ini mengungkapkan bahwa mayoritas target audiens Kahf adalah laki-laki, terdiri dari mahasiswa, karyawan swasta, dan pengusaha. Selain itu, penelitian ini menyoroti bahwa responden menghabiskan banyak waktu di internet dan platform media sosial, terutama TikTok, Instagram, Twitter, dan Facebook. Temuan penelitian menunjukkan pengaruh positif dan signifikan dari social media marketing terhadap brand awareness, dengan upaya social media marketing berkontribusi sebesar 78,5% pada variasi brand awareness. Dengan nilai saat ini untuk Brand Awareness sebesar 3,128 & setiap kenaikan satuan Social Media Marketing akan meningkatkan Brand Awareness sebesar 0,712. This research paper explores the impact of social media marketing on Kahf brand awareness, specifically focusing on Indonesian Gen-Z. The cosmetics industry, including Kahf, has witnessed significant growth due to factors such as the Korean Wave and increased market valuations. Although Kahf has gained recognition and accolades, its sales through e-commerce platforms still lag behind well-established competitors like Nivea and Garnier. Therefore, brand awareness becomes a crucial factor in distinguishing products in a crowded market. The study aims to determine the influence of social media marketing on brand awareness among Gen Z consumers. A descriptive research method with a quantitative approach was employed, and data was collected through purposive sampling. The study reveals that the majority of Kahf's target audience is male, consisting of students, private employees, and entrepreneurs. Additionally, the research highlights that respondents spend a significant amount of time on the internet and social media platforms, particularly TikTok, Instagram, Twitter, and Facebook. The findings indicate a positive and significant influence of social media marketing on brand awareness, with social media marketing efforts contributing to 78.5% of the variance in brand awareness. With the current Brand Awareness produce value at 3.128 & every unit of Social Media Marketing increase will elevate the Brand Awareness by 0.712.

Item Type: Thesis (S1)
Additional Information: Link Google Scholar: https://scholar.google.com/citations?view_op=new_profile&hl=en ID SINTA Dosen Pembimbing Btari Mariska Purwaamijaya : 6681170 Yogi Prasetyo : 6745790
Uncontrolled Keywords: Social Media Marketing, Brand Awareness, Gen Z, Kecantikan
Subjects: L Education > L Education (General)
Divisions: UPI Kampus Tasikmalaya > S1 Bisnis Digital
Depositing User: Howard Lauson
Date Deposited: 24 Sep 2023 13:20
Last Modified: 24 Sep 2023 13:20
URI: http://repository.upi.edu/id/eprint/99730

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