PENGARUH STRATEGI PUBLIC RELATIONS TERHADAP PENINGKATAN BRAND AWARENESS MELALUI MEDIA SOSIAL INSTAGRAM RESTORAN WILLIAM'S CASUAL DINING

CITRA PUTRI DEVINIA, . (2024) PENGARUH STRATEGI PUBLIC RELATIONS TERHADAP PENINGKATAN BRAND AWARENESS MELALUI MEDIA SOSIAL INSTAGRAM RESTORAN WILLIAM'S CASUAL DINING. Diploma thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Restoran William’s Casual Dining merupakan usaha bisnis yang bergerak di bidang kuliner yang berada dibawah naungan PT. Williams Food Indonesia. Dalam meningkatkan brand awareness restoran William’s Casual Dining menggunakan media sosial Instagram yaitu @williams_id. Restoran William’s Casual Dining memiliki permasalahan untuk meningkatkan kesadaran masyarakat terhadap merek usaha restoran William’s Casual Dining, maka dari itu penelitian ini memiliki tujuan untuk mengetahui strategi public relations seperti apa yang dilakukan dalam meningkatkan brand awareness yang melalui media sosial Instagram. Peneliti menggunakan konsep strategi public relations¸ social media marketing dan brand awareness yang merupakan variabel indenpenden dan dependen, dimana strategi public relations memiliki tiga dimensi, media sosial memiliki dua dimensi, dan brand awareness memiliki dua dimensi. Penelitian ini menggunakan metode penelitian kuantitatif, dimana pengumpulan data penelitian ini menggunakan kuesioner tertutup. Populasi dari penelitian ini merupakan pengikut dari media sosial Instagram restoran William’s Casual Dining, serta sampelnya sebanyak 100 orang responden yang diambil menggunakan rumus slovin. Berdasarkan hasil penelitian yang dilakukan, nilai modus tertinggi pada variabel strategi public relations dimiliki oleh dimensi publicity, nilai modus tertinggi pada variabel media sosial dimiliki oleh diemnsi interaksi, dan nilai modus tertinggi pada variabel brand awareness dimiiki oleh dimensi brand recognition yaitu memiliki nilai 4 yang artinya sangat setuju. Kesimpulan dari penelitian yang telah dilakukan adalah strategi public relations memiliki pengaruh terhadap peningkatan brand awareness yang dilakukan melalui media sosial Instagram. Hal ini dapat dilihat dari hasil uji validitas dan relabilitas yang dilakukan bahwa strategi public relations dan media sosial bernilai positif terhadap peningkatan brand awareness. *** William's Casual Dining Restaurant is a business operating in the culinary sector which is under the auspices of PT. Williams Food Indonesia. To increase brand awareness, William's Casual Dining restaurant uses social media Instagram, namely @williams_id. The William's Casual Dining restaurant has the problem of increasing public awareness of the William's Casual Dining restaurant business brand, therefore this research aims to find out what public relations strategies are used to increase brand awareness through Instagram social media. Researchers use the concept of public relations strategy, social media marketing and brand awareness, which are independent and dependent variables, where public relations strategy has three dimensions, social media has two dimensions, and brand awareness has two dimensions. This research uses quantitative research methods, where data collection for this research uses a closed questionnaire. The population of this study were followers of the William's Casual Dining restaurant's Instagram social media, and the sample was 100 respondents taken using the Slovin formula. Based on the results of research conducted, the highest mode value for the public relations strategy variable is owned by the publicity dimension, the highest mode value for the social media variable is owned by the interaction dimension, and the highest mode value for the brand awareness variable is owned by the brand recognition dimension, which has a value of 4, which means strongly agree. The conclusion from the research that has been carried out is that public relations strategies have an influence on increasing brand awareness through Instagram social media. This can be seen from the results of the validity and reliability tests carried out that public relations and social media strategies have a positive value in increasing brand awareness.

Item Type:	Thesis (Diploma)
Additional Information:	1). Muria Putriana, S.A.P.,M.Pd
Subjects:	Ilmu Sosial > Ilmu Sosial (Umum)
Divisions:	FIS > D III Hubungan Masyarakat
Depositing User:	CITRA PUTRI DEVINIA .
Date Deposited:	11 Jun 2024 01:43
Last Modified:	11 Jun 2024 01:43
URI:	http://repository.unj.ac.id/id/eprint/45400

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