PENGARUH CONTENT MARKETING INSTAGRAM TERHADAP BRAND AWARENESS: Studi Kasus Startup HiColleagues

Rima Gegas Sumarni, - (2024) PENGARUH CONTENT MARKETING INSTAGRAM TERHADAP BRAND AWARENESS: Studi Kasus Startup HiColleagues. S1 thesis, Universitas Pendidikan Indonesia.

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Official URL: https://repository.upi.edu

Abstract

Penelitian ini bertujuan untuk mengetahui gambaran content marketing dan brand awareness dan untuk mengetahui pengaruh content marketing Instagram terhadap brand awareness pada startup HiColleagues. Metode penelitian ini menggunakan penelitian kuantitatif deskriptif dan verifikatif. Penelitian ini menggunakan data primer dengan menyebarkan kuesioner kepada responden melalui Google Form. Sedangkan, data sekundernya diperoleh dari buku dan jurnal mengenai content marketing dan brand awareness. Teknik pengambilan sampel yang digunakan dalam penelitian ini adalah melalui rumus lemeshow. Populasi dari penelitian ini adalah yaitu followers HiColleagues yang sudah diperoleh sampelnya sejumlah 96 orang. Teknik pengolahan data menggunakan uji instrumen penelitian, analisis statistik deskriptif, uji asumsi klasik, uji hipotesis. Hasil dari penelitian ini adalah content marketing (X) berpengaruh positif sebesar 66,5% terhadap brand awareness (Y) pada startup HiColleagues. Hal ini berarti apabila content marketing mengalami peningkatan, maka brand awareness pun akan meningkat. Sebaliknya, apabila content marketing mengalami penurunan, maka brand awareness juga akan menurun. This study aims to provide an overview of content marketing and brand awareness and to determine the influence of Instagram content marketing on brand awareness in HiColleagues startups. This research method uses descriptive and verifiable quantitative research. This study uses primary data by distributing questionnaires to respondents through Google Forms. Meanwhile, secondary data about content marketing and brand awareness was obtained from books and journals. The sampling technique used in this study is the Lemeshow formula. The population of this study is HiColleagues followers who have been sampled by a total of 96 people. Data processing techniques used research instrument tests, descriptive statistical analysis, classical assumption tests, and hypothesis tests. The result of this study is that content marketing (X) has a positive effect of 66.5% on brand awareness (Y) in HiColleagues startups. This means that if content marketing increases, brand awareness will also increase. On the other hand, if content marketing decreases, brand awareness will also decrease.

Item Type: Thesis (S1)
Additional Information: ID SINTA Dosen Pembimbing: Azizah Fauziyah: 6084425 Ismail Yusuf: 6146933
Uncontrolled Keywords: Content marketing, Brand Awareness, HiColleagues. Content marketing, Brand Awareness, HiColleagues.
Subjects: L Education > L Education (General)
Divisions: UPI Kampus Tasikmalaya > S1 Kewirusahaan
Depositing User: Rima Gegas Sumarni
Date Deposited: 19 Aug 2024 07:13
Last Modified: 19 Aug 2024 07:13
URI: http://repository.upi.edu/id/eprint/120416

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