SOCIAL MEDIA MARKETING INSTAGRAM: APAKAH BERPENGARUH TERHADAP TINGKAT BRAND AWARENESS CAMPAIGN.COM SEBAGAI PLATFORM SOSIAL DONASI ONLINE TANPA UANG? (Survei terhadap Pengikut Instagram @campaign_id)”

Syifa Maulida, - (2023) SOCIAL MEDIA MARKETING INSTAGRAM: APAKAH BERPENGARUH TERHADAP TINGKAT BRAND AWARENESS CAMPAIGN.COM SEBAGAI PLATFORM SOSIAL DONASI ONLINE TANPA UANG? (Survei terhadap Pengikut Instagram @campaign_id)”. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Penelitian ini bertujuan untuk mengetahuil gambaran social medial marketing danl brand awareness Campaign.com menurut pengikut Instagramnya sertal melihat apakah terdapat pengaruhl social media marketing Instagraml terhadap tingkat brandl awareness pada Campaign.com sebagai platform sosial donasi online tanpa uang. Penelitianl ini menggunakan pendekatan kuantitatif denganlmetode penelitian deskriptifl dan verifikatif. Dalam pengumpulan data, penelitian ini menerapkan teknik kuesioner dan studi pustaka, dimana kuesioner akan dibagikan kepada responden secaral online melaluil google lform. Dalam penelitianl ini, penelitil menggunakan populasi berupa pengikut Instagram campaign.com yaitu @campaign_id dengan teknik sampling purposive sampling dikarenakan untuk menyesuaikan jumah populasi yang ada dengan beberapa kriteria yang telah ditentukan oleh peneliti. Hasil dari penelitian ini menunjukkan bahwa social media marketing Instagram memiliki pengaruh signifikan dan positif terhadap tingkat brand awareness Campaign.com sebagai platform sosial donasi online tanpa uang. Penelitian ini dapat menambah ilmu pengetahuan terkait studi manajemen pemasaran yang berkaitan dengan pengaruh social media marketing terhadap brand awareness, serta dapat digunakan oleh perusahaan sebagai evaluasi dan pengembangan dalam strategi pemasarannya menggunakan media sosial. The purpose of this research is to find out the picture of social media marketing and brand awareness of Campaign.com according to its Instagram followers as well as to see whether Instagram's social media marketing has an influence on the brand awareness level of Campaign.com as an online social donation platform without money. This research uses quantitative with descriptive and verification research methods. In collecting data, this research applies questionnaire techniques and literature studies, where questionnaires will be distributed to respondents online through google form. The population of this study consists of the Instagram followers of Campaign.com, specifically @campaign_id, using purposive sampling technique to match the existing population with certain criteria set by the researcher. The results of this research indicate that Instagram's social media marketing has a significant and positive influence on the brand awareness level of Campaign.com as an online social donation platform without money. This research can add knowledge related to marketing management studies about the influence of social media marketing on brand awareness, and can be used by companies as evaluation and development in their marketing strategies using social media.

Item Type: Thesis (S1)
Additional Information: Link Google Scholar : https://scholar.google.com/citations?user=Vcthc8kAAAAJ&hl ID Sinta Dosen Pembimbing : Heny Hendrayati : 5994544 Mokh. Adib Sutan : 6002446
Uncontrolled Keywords: Social Media Marketing, Brand Awareness, Campaign.com
Subjects: H Social Sciences > HF Commerce
Q Science > QA Mathematics > QA76 Computer software
Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan)
Depositing User: Syifa Maulida
Date Deposited: 29 Aug 2023 08:36
Last Modified: 29 Aug 2023 08:36
URI: http://repository.upi.edu/id/eprint/97744

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