%0 Thesis
%9 S1
%A Berliana Suryaningtyas, -
%B KODEPRODI70201#Ilmu_Komunikasi_S1
%D 2022
%F repoupi:82416
%I Universitas Pendidikan Indonesia
%K Pesan kampanye, kosmetik, Instagram, brand awareness
%T PENGARUH PESAN KAMPANYE #SUNTERROR TERHADAP BRAND AWARENESS KOSMETIK SOMETHINC PADA PENGIKUT AKUN INSTAGRAM @SOMETHINCOFFICIAL
%U http://repository.upi.edu/82416/
%X This research was conducted based on the phenomenon of the rapid development of the cosmetic industry in Indonesia. This significant growth in the cosmetic industry is contrary to the current data on sunscreen users, which is still relatively low in Indonesia. This phenomenon cannot be separated from the role of the digital world in the current era. Various strategies and the widespread implementation of campaign messages by beauty companies, especially Somethinc, have been implemented on social media. According to We Are Social data, Instagram ranks third among social media with the most extensive number of users in Indonesia. In addition, campaign activities carried out online through Instagram social media by emphasizing three aspects of the campaign message: cognitive, affective, and conative, will undoubtedly impact the sentiments and opinions of followers. Therefore, this study aims to determine whether there is an effect of the #sunterror campaign message on Instagram by measuring the cognitive elements of the message, the message's affective, and the conative of the message on brand awareness of Somethinc cosmetics. Researcher conducted this research on respondents who are followers of the @Somethincofficial Instagram account and have seen the #sunterror campaign message. Based on the results of this study, it was found that there was a simultaneous and partial effect between the #sunterror campaign message on the brand awareness of Somethinc cosmetics. In addition, this study shows a strong influence from the implementation of the #sunterror campaign message on Instagram on the awareness of Somethinc cosmetics on followers of the @somethincofficial Instagram account.  Keywords: Campaign message, cosmetics, instagram, brand awareness.
%Z ID SINTA Dosen Pembimbing:  Suwatno : 5991814  Eki Baihaki : 6730722