PENGARUH KAMPANYE #JANJISAYANGBUMI KOPI JANJI JIWA TERHADAP BRAND IMAGE PADA FOLLOWERS AKUN INSTAGRAM @KOPIJANJIJIWA (SURVEI PADA PENYUKA VIDEO KAMPANYE #JANJISAYANGBUMI PADA AKUN INSTAGRAM @KOPIJANJIJIWA TANGGAL 19 APRIL 2024)

KAILA ANDRENA YOGISWARA, . (2024) PENGARUH KAMPANYE #JANJISAYANGBUMI KOPI JANJI JIWA TERHADAP BRAND IMAGE PADA FOLLOWERS AKUN INSTAGRAM @KOPIJANJIJIWA (SURVEI PADA PENYUKA VIDEO KAMPANYE #JANJISAYANGBUMI PADA AKUN INSTAGRAM @KOPIJANJIJIWA TANGGAL 19 APRIL 2024). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Kampanye #JanjiSayangBumi Kopi Janji Jiwa merupakan salah satu social media campaign yang dilakukan oleh brand Kopi Janji Jiwa. Pada tanggal 19 April 2024 pada akun Instagram @kopijanjijiwa mengunggah konten terkait kampanye yang mendasari isu lingkungan. Dimana pada konten kampanye itu mendapatkan respon baik dari audiens yang merupakan followers akun Instagram @kopijanjijiwa. Penelitian ini menggunakan teori media baru atau new media. Penelitian ini memiliki dua variabel yaitu, variabel Kampanye (X) dan variabel brand image (Y). Pada variabel kampanye memiliki enam dimensi yang terdiri dari, Goals (Hasil), Objective (Tujuan), Strategies (Strategi), Tactics (Taktik), Climbing Toward the Goal: The Strategic Planning Ladder dan Initiating the Planning Process. Kemudian, untuk variabel brand image memiliki tiga dimenasi, yaitu Strength of brand association, Favourable of brand association dan Uniqueness of brand association. Penelitian ini menggunakan paradigma positivisme, dengan pendekatan kuantitatif dengan metode survey. Adapun jenis penelitian ini adalah eksplanatif. Populasi pada penelitian ini yaitu, followers Instagram @kopijanjijiwa. Jumlah populasi pada penelitian ini sebanyak 578.000 followers, dengan sampel sejumlah 100 followers yang didapat dari rumus Slovin. Berasarkan hasil perolehan data dari uji statistik yang dilakukan peneliti, maka didapatkan hipotesis riset yang dinyatakan H0 ditolak H1 diterima, karena video kampanye #JanjiSayangBumi di unggahan @kopijanjijiwa Instagram tanggal 19 April 2024 terbukti berpengaruh terhadap brand image pada followers Instagram @kopijanjijiwa. Kesimpulan dalam penelitian ini yaitu terdapat pengaruh kampanye #JanjiSayangBumi kopi janji jiwa terhadap brand image pada followers akun Instagram @kopijanjijiwa. Peneliti menyarankan agar brand Kopi Janji Jiwa membuat kampanye yang serupa dengan mengajak kolaborasi dengan brand lain agar dapat lebih mempengaruhi brand image pada followers akun Instagram @kopijanjijwa. ***** The #JanjiSayangBumi Kopi Janji Jiwa campaign is one of the social media campaigns carried out by the Kopi Janji Jiwa brand. On April 19, 2024, the Instagram account @kopijanjijiwa uploaded content related to the campaign that is based on environmental issues. Where the campaign content received a good response from the audience who are followers of the Instagram account @kopijanjijiwa. This study uses new media theory. This study has two variables, namely the Campaign variable (X) and the brand image variable (Y). The campaign variable has six dimensions consisting of Goals (Results), Objectives (Objectives), Strategies (Strategies), Tactics (Tactics), Climbing Toward the Goal: The Strategic Planning Ladder and Initiating the Planning Process. Then, the brand image variable has three dimensions, namely Strength of brand association, Favorable of brand association and Uniqueness of brand association. This study uses a positivist paradigm, with a quantitative approach with a survey method. The type of research is explanatory. The population in this study were Instagram followers @kopijanjijiwa. The population in this study was 578,000 followers, with a sample of 100 followers obtained from the Slovin formula. Based on the results of data obtained from statistical tests conducted by researchers, the research hypothesis stated that H0 is rejected and H1 is accepted, because the #JanjiSayangBumi campaign video uploaded by @kopijanjijiwa Instagram on April 19, 2024, has been proven to have an effect on the brand image of @kopijanjijiwa Instagram followers. The conclusion in this study is that there is an effect of the #JanjiSayangBumi campaign on the brand image of the followers of the @kopijanjijiwa Instagram account. Researchers suggest that the Kopi Janji Jiwa brand create a similar campaign by inviting collaboration with other brands in order to further influence the brand image of the followers of the @kopijanjijwa Instagram account.

Item Type: Thesis (Sarjana)
Additional Information: 1). Dr. Elisabeth Nugraheni P, M.Si. ; 2). Dr. Kinkin Yuliaty Subarsa Putri, M.Si
Subjects: Ilmu Sosial > Komunikasi
Divisions: FIS > S1 Ilmu Komunikasi
Depositing User: Kaila Andrena Yogiswara .
Date Deposited: 03 Mar 2025 03:15
Last Modified: 03 Mar 2025 03:15
URI: http://repository.unj.ac.id/id/eprint/54226

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