PENGARUH VIRAL MARKETING TERHADAP BRAND AWARENESS AYAM BANG DAVA MELALUI INSTAGRAM

Siti Nurjeni Gustiatin, - (2024) PENGARUH VIRAL MARKETING TERHADAP BRAND AWARENESS AYAM BANG DAVA MELALUI INSTAGRAM. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Penelitian ini meneliti mengenai bagaimana variabel Viral Marketing yang mempunyai 7 sub-variabel yaitu Social Media, Messages, Attractiveness, Spread, Credibility, Entertainment dan Influencers dapat berpengaruh terhadap Brand Awareness Ayam Bang Dava melalui Instagram. Tujuan penelitian ini adalah untuk mengetahui tingkat viral marketing dari masing-masing sub-variabel yaitu social media, messages, attractiveness, spread, credibility, entertainment dan influencers berpengaruh terhadap brand awareness Ayam Bang Dava melalui Instagram. Metode penelitian ini menggunakan kuantitatif deskriptif verifikatif. Teknik pengumpulan data melalui penyebaran kuesioner kepada 100 responden yang kemudian dianalisis menggunakan Uji Asumsi Klasik dan Uji Hipotesis dengan Analisis Regresi Linear Berganda melalui SPSS versi 29. Hasil dari penelitian ini secara parsial menunjukkan masing-masing sub-variabel dari viral marketing yaitu social media, messages, attractiveness, spread, credibility, entertainment dan influencers berpengaruh signifikan terhadap brand awareness Ayam Bang Dava melalui Instagram sudah dikatakan sangat baik walaupun terdapat beberapa indikator yang perlu ditingkatkan. Lalu secara simultan, Hasil dari penelitian ini menunjukkan viral marketing berpengaruh signifikan terhadap brand awareness Ayam Bang Dava melalui Instagram. : This research examines how the Viral Marketing variable, which consists of 7 sub-variables, namely Social Media, Message, Attractiveness, Spread, Credibility, Entertainment, and Influencers, can influence Brand Awareness of Bang Dava Chicken via Instagram. The aim of this research is to determine the level of viral marketing for each sub-variable, namely social media, message, attractiveness, distribution, credibility, entertainment, and influencers that influence Ayam Bang Dava brand awareness via Instagram. This research method used descriptive quantitative verification. The data collection technique involved distributing questionnaires to 100 respondents, which were then analyzed using the Classical Assumption Test and Hypothesis Testing with Multiple Linear Regression Analysis via SPSS version 29. The results of this research proved that each viral marketing sub-variable, namely social media, message, attractiveness, distribution, credibility, entertainment, and influencers, has a significant influence on brand awareness of Ayam Bang Dava via Instagram, which is considered very good, although there are several indicators that need improvement. Simultaneously, the research results show that viral marketing has a significant effect on brand awareness of Ayam Bang Dava via Instagram.

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Official URL: https://repository.upi.edu
Item Type: Thesis (S1)
Additional Information: https://scholar.google.com/citations?view_op=new_profile&hl=en&authuser=5 ID SINTA Dosen Pembimbing: Caria Ningsih : 6039392 Purna Hindayani : 6745708
Uncontrolled Keywords: Pemasaran Viral, Industri Makanan dan Minuman, Kesadaran Merk Viral Marketing, F&B, StartUp, Virtual Restaurant, Brand Awareness.
Subjects: H Social Sciences > HE Transportation and Communications
H Social Sciences > HF Commerce
Divisions: Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Industri Katering
Depositing User: Siti Nurjeni Gustiatin
Date Deposited: 30 Jul 2024 07:11
Last Modified: 30 Jul 2024 07:11
URI: http://repository.upi.edu/id/eprint/119212

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